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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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Channel Marketing: What It Is and How It Works

What is channel marketing? Short answer: Channel marketing is the practice of generating demand through your partners rather than only through your own direct team. It equips resellers, agencies, and technology partners to market your product to their audiences, and it measures the pipeline that motion produces. Done right, it turns partners into a demand […]

Partner Marketing: What It Is and How to Run It

What is partner marketing? Short answer: Partner marketing is marketing done with and through your partners to reach audiences you could not reach alone. It spans co-branded campaigns, joint content, referral and affiliate motions, and technology-partner integrations, all aimed at borrowing a partner’s trust and reach. The goal is pipeline that comes recommended, not cold. […]

What Is Channel Marketing? A Clear Definition

What is channel marketing? Short answer: Channel marketing is marketing that generates demand through your partners rather than only through your own direct team. It equips resellers, agencies, and technology partners to promote your product to their audiences, and it measures the pipeline that motion returns. In short, it is marketing that reaches buyers through […]

Green pen marking a checkbox on a paper checklist, indicating completed tasks

*Better Control Your Sales Cycle* by Documenting, Tracking, and Leveraging Your Prospect’s Evaluation Considerations

We’ve all been in situations where we’ve lost a deal and had no clue as to why. I’d just sit there and stew on it, combing through every interaction I had with them, second guessing my pricing, wondering if maybe I could’ve had better executive alignment, or maybe my competitor just flat-out outsold me. It […]

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