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

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Three businessmen seated at a wooden table review a document during a meeting in a modern office, with graphs displayed on a monitor in the background.

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 […]

A CRO and head of partnerships setting partner program strategy on a wall monitor showing a target-segment map and a partner-sourced revenue goal, a printed one-page strategy on the table between them, deep navy and warm amber palette

Partner Program Strategy: Choosing Where to Win

What is a partner program strategy? Short answer: A partner program strategy is the set of choices about where partnerships will compete, which partners, which segments, which outcomes, and why those bets will produce return. It is the program’s theory of the case, and it exists to focus a finite team on the few moves […]

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