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Two professionals review charts and documents at a conference table as a presentation screen shows a business strategy slide on the wall.

Co-Sell Strategy: Building a Motion That Produces

What is a co-sell strategy? Short answer: A co-sell strategy is the set of decisions about which partners you sell with, which accounts you go after together, and how the joint motion runs. It chooses where co-sell effort goes so the company produces partner pipeline by design rather than by lucky overlap. It is not […]

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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 partnerships leader and a sales director running a partner vetting review across a conference table, scoring a candidate partner against a printed fit scorecard with a wall monitor showing the criteria, deep navy and warm amber palette

Partner Vetting: Choosing Partners Worth the Bet

What is partner vetting? Short answer: Partner vetting is the structured evaluation a program runs before signing a partner, judging whether the partner has the fit, the intent, and the capacity to actually produce, rather than signing anyone willing to sign. It is the gate that decides which relationships get the program’s finite time and […]

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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.