Forecastable's Education Center -- The best advice on building partner programs that produce forecastable revenue.
What is partner overlap? Short answer: Partner overlap is the set of accounts that both you and a partner are working, have closed, or are prospecting at the same time, surfaced by comparing the two companies’ account lists. It is the raw material of co-sell, because the accounts you share are the ones where a […]
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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 […]
Demand generation that runs through partners by borrowing their trust, measured as pipeline.
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 […]
Account mapping software in 2026: Crossbeam is the category leader; PartnerTap fits enterprise multi-partner co-sell; WorkSpan and Together cover adjacent niches. When to buy, how to evaluate, and what compounds.
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Alex Buckles
Crossbeam and PartnerTap are the two account mapping platforms that matter most for B2B SaaS partnerships in 2026. Crossbeam leads on partner-network reach, ELG category claim, and the developer ecosystem. PartnerTap leads on enterprise multi-partner co-selling depth and named-customer credibility. The right choice depends less on features and more on which your partners are already using.
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Alex Buckles
Account mapping software pays back in three ways: pipeline acceleration via warm intros to existing prospects, expansion revenue via mapping mutual customers, and risk reduction via knowing which deals overlap with partner relationships. The defensible ROI math is (incremental partner-sourced ARR + accelerated direct ARR + churn-prevented ARR) divided by annual platform cost. Most B2B SaaS teams hit 3-5x ROI within 12 months.
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Short answer: Second-party data is the AI moat in partnerships. Bob Moore’s 2×2 Matrix names that correctly. However, the data layer alone does not close deals. The next layer, the operating cadence between the second-party data reservoir and a partner-involved close, is where the actual revenue is hiding. Specifically, four operating layers, the shared mental […]
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