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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 […]

Two CROs from partner companies sitting across a small table with a printed joint revenue forecast between them, walking through commit, upside, and stretch line by line, deep navy and warm amber palette

Executive Alignment Meaning: A 2026 Field Definition

What is executive alignment in partnerships? Short answer: Executive alignment meaning is the working agreement between senior leaders at two partnering companies on the joint revenue number, the few motions that will produce it, and what each side owes the other to make it happen. It is a quarterly artifact two CROs sign, not a […]

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Whether starting with a single sales team or a single partner, any co-sell motion can be live within 30 days.