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

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A B2B account executive at a desk reviewing a nearbound signal dashboard with a partner manager pointing at a target account flagged with three overlap signals on a wall monitor while a printed account list sits between them, deep navy and warm amber palette

Nearbound Sales: Running a Working Partner Signal Motion

What is nearbound sales? Short answer: Nearbound sales is the GTM motion where the AE works partner-derived signal (account overlap, partner-of-partner relationships, joint customer alerts, ecosystem-level engagement) as the primary prospecting input, instead of cold outbound or inbound MQLs. It sits between inbound and outbound, runs on signal from the ecosystem, and produces a higher […]

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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 partnerships leader and a RevOps analyst at a desk reviewing a printed partner ICP scorecard ranking candidate partners by overlap and segment fit, with an account-overlap view on the laptop screen between them, deep navy and warm amber palette

Partner ICP: Define the Partners Worth Recruiting

What is a partner ICP? Short answer: A partner ICP is the ideal partner profile (IPP), the written, scored definition of the partners worth recruiting based on the accounts they touch, the segment they serve, and their capacity to sell. It is the partner-side equivalent of a sales ideal customer profile, and it exists to […]

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