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

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A partner manager and a sales rep reviewing a partner overlap map on a wall monitor showing shared and net-new accounts highlighted between two company logos, a printed shared-account list on the table, deep navy and warm amber palette

Partner Overlap: Finding the Accounts You Share

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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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 vendor AE and a partner AE jointly presenting to a customer buying committee in a conference room with a shared account plan on screen, deep navy and warm amber palette

Co-Sell Motion: The Five-Part Operating Model

What is a co-sell motion? Short answer: A co-sell motion is the repeatable operating model two companies use to find, work, and win deals together. It is the structured how of selling with a partner, distinct from the relationship that makes a partnership exist, and it is what turns a signed agreement into shared revenue. […]

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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.