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The best advice on building partner programs that produce forecastable revenue.

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A partnerships leader and an account executive at a desk reviewing an AE accountability scorecard on a laptop showing partner-sourced pipeline by rep, a printed engagement tracker on the table, deep navy and warm amber palette

AE Accountability in Partner Engagement: A Field Guide

What is AE accountability? Short answer: AE accountability is the practice of making individual account executives responsible for engaging partners and producing partner-sourced pipeline, with that responsibility tracked the same way quota is. It turns partner engagement from a nice-to-have into a measured part of the rep’s job. Most partnership programs ask reps to work […]

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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 an AE reviewing co-sell email drafts side by side on a laptop with a printed deal-stage checklist on the desk, deep navy and warm amber palette

Co-Sell Email Templates for Every Deal Stage

What are co-sell email templates? Short answer: Co-sell email templates are reusable copy patterns for the specific moments a joint selling motion repeats: the first partner reach-out, the deal-review request, the customer intro, the stall nudge. They give a partner manager a tested starting point so each send is fast to write and built to […]

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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.