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Two professionals review charts and documents at a conference table as a presentation screen shows a business strategy slide on the wall.

Co-Sell Strategy: Building a Motion That Produces

What is a co-sell strategy? Short answer: A co-sell strategy is the set of decisions about which partners you sell with, which accounts you go after together, and how the joint motion runs. It chooses where co-sell effort goes so the company produces partner pipeline by design rather than by lucky overlap. It is not […]

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Editor's Picks

MDF Event: A Working Playbook for Partner Pipeline

What is an MDF event? Short answer: An MDF event is a partner-funded or jointly funded field marketing motion where market development funds underwrite a customer-facing activity (executive dinner, regional workshop, conference booth, or industry breakfast) with a named pipeline target and a sourced and influenced reporting back to the funding partner. It is not […]

Nearbound Marketing: What It Is and How It Works

Demand generation that runs through partners by borrowing their trust, measured as pipeline.

MDF Programs That Generate Real Pipeline (Not Just Activity)

Short answer: most MDF (Market Development Funds) programs in B2B SaaS waste 50 to 70 percent of their budget. The cause is structural, not size. MDF gets framed too narrowly as marketing money. It then goes to partners who will not run the activity that drives pipeline. The fix is a defensible MDF program that […]

A partner manager and a cloud-alliance lead reviewing an AWS co-sell pipeline.

AWS ACE: How the APN Customer Engagement Program Actually Works

AWS ACE (the APN Customer Engagement program) is the operating mechanism that lets AWS partners track and co-sell deals with AWS field sellers. Partners that run ACE well produce co-sell revenue that compounds; partners that treat ACE as a back-office reporting task produce ACE pipelines that look full and don’t close. The thing that separates […]

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A senior alliance manager in conversation with a strategic partner.

Alliance Manager: Role, Scope, and How to Hire One That Closes

An alliance manager is the person who owns the operating relationship with a strategic partner: the joint motion, the joint pipeline, the executive cadence, and the deal-by-deal field execution. The role is not a single role; it’s a spectrum from co-sell ops to strategic alliance lead. Most alliance manager hires fail in the first 18 […]

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A partner manager and an account executive reviewing an account plan together at a desk.

Account-Planning Template: A 2026 Framework Partners Will Actually Use

An account planning template is the structured document that captures the named contacts, decision drivers, partner mix, deal mechanics, and operating cadence for a strategic account. The template is only useful if it’s short enough that an AE will keep it updated and rich enough that a frontline sales manager can read it without the […]

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A partner manager and an account executive working a shared co-sell deal together over a laptop and a tablet

Co-Sell: The 2026 Definition, Motion, and Playbook

Co-sell is a B2B sales motion where two companies plan and execute against shared accounts together, with both AE teams working the deal and both sides…

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Two revenue professionals in a co-sell playbook interview, one taking notes while the other talks, a single page on the table between them

Joint Value Proposition: Extract It From the Interview

A joint value proposition is the customer-facing statement two partner companies use to explain why their combined offering produces a better outcome than…

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Two professionals review a tablet displaying a dark blue infographic while seated and standing at a bright office desk, collaborating attentively.

Partner Activation: Turning Signed Partners Into Sellers

Partner activation is the structured process of turning a newly signed partner from “logo on a slide” into “selling, registering deals, and producing…

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Salesforce ISV partner team reviewing AppExchange go-to-market plan in modern conference room

Salesforce ISV Partner: Tiers, Path, and 2026 Playbook

A Salesforce ISV partner is an independent software vendor that builds a product on the Salesforce platform and sells it through the AppExchange. The motion combines product distribution, joint go-to-market with Salesforce account teams, and access to a buying audience the partner could not reach alone.

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Two parallel amber arcs converging at a common horizon point on deep navy, illustrating the co-selling motion

Co-Selling: Definition, Models, and How It Works

Co-selling is the joint sales motion in which two companies pursue and close the same prospect or customer together, sharing context, sequencing, and accountability for the deal. The motion runs on shared deal mechanics, same logo, same buyer, same forecast date, same next step, not on shared friendly relationships. Companies that confuse the two get […]

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Vendor account executive and partner manager planning side-by-side at a glass-walled conference room whiteboard

Co-Sell: 2026 Strategy and Operating Guide

Co-sell is the joint sales motion where two companies pursue and close the same deal together. The motion works when both sellers can name the same buyer, the same use case, the same forecast date, and the same next step. It fails when the relationship is friendly but the deal mechanics are not shared. Get […]

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Featured image for Forecastable blog post on partner conversation intelligence

Conversation Intelligence for Partner Sales: Beyond Gong

Partner conversation intelligence is the application of AI-powered call analysis (the technology Gong, Chorus, and Clari pioneered for direct sales calls) to partner-facing conversations: joint customer calls, partner manager check-ins, joint discovery calls, and partner activation sessions. Unlike direct-sales conversation intelligence, partner conversation intelligence has to handle two distinct speakers from different companies, attribution of […]

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