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

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MEDDIC Partnerships: Qualifying Co-Sell Deals That Close

What is MEDDIC for partnerships? Short answer: MEDDIC partnerships is the application of the classic sales qualification frame (Metrics, Economic buyer, Decision criteria, Decision process, Identify pain, Champion) to co-sell and partner-sourced deals, with a partner-side mirror on every letter so the host AE and the partner counterpart qualify the same opportunity on the same […]

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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 […]

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Partner-Led Growth: What It Is and When It Works

What is partner-led growth? Short answer: partner-led growth is a go-to-market motion in which partners produce the majority of new pipeline and revenue, and the company’s direct sales motion is sized around amplifying partner deals rather than running its own primary funnel. In 2026, it is a real and powerful motion for a specific set […]

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