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

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A customer success manager and a partner success counterpart reviewing an account health and expansion plan on a laptop, a printed renewal-and-partner-touch timeline on the desk between them, deep navy and warm amber palette

CSM Partner Enablement: Turning Success Into Pipeline

What is CSM partner enablement? Short answer: CSM partner enablement is the practice of equipping customer success managers to bring partners into the post-sale motion, retention, adoption, and expansion. It makes the CSM a channel for partner value rather than a function that operates as if partners did not exist, which is how most success […]

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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 head of partnerships sitting across from a prospective partner CRO at a table with a printed joint account overlap report and a one-page partnership proposal between them, deep navy and warm amber palette

How to Recruit Partners in 2026: A Field Guide

What does recruiting a partner actually look like? Short answer: How to recruit partners is to define an ideal partner profile, source candidates against it, lead the first conversation with overlap data and a specific small joint motion rather than a brand pitch, and qualify against the joint number both sides could commit to. Recruiting […]

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A head of partnerships and a CRO at a wall monitor reviewing a partner tier ladder and a sourced and influenced pipeline split, with a printed cadence calendar on the table between them, deep navy and warm amber palette

How to Scale a Partner Program in 2026

What does it mean to scale a partner program? Short answer: How to scale a partner program is to tier the portfolio so four to six partners get weekly attention and the rest get a quarterly pulse, standardize a weekly co-sell deal review and quarterly executive readout across every Tier 1 partnership, install a sourced […]

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A partner manager and an account executive at a desk filling out a printed one-page joint value prop template with a buyer problem column, a proof point column, and a discovery question, deep navy and warm amber palette

Joint Value Prop Template: A 2026 Working Guide

What is a joint value prop template? Short answer: Joint value prop template is the one-page format two partnering companies use to articulate the specific buyer problems their combined offering solves, the proof points behind those claims, and the discovery question an AE or partner seller would lead with to test fit. It is a […]

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A head of partnerships and a CFO at a conference table reviewing a printed partner-sourced and influenced pipeline forecast next to a one-page partner program ROI worksheet, deep navy and warm amber palette

Justify Partnership Investment to Your CFO in 2026

What does it take to justify partnership investment to a CFO? Short answer: Justifying partnership investment is the budget-defense motion every head of partnerships now has to run quarterly, and the move that works is to bring a CFO a signed sourced and influenced attribution definition, a partner pipeline forecast with commit and upside ranges, […]

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A VP of partnerships and a CRO standing at a wall monitor walking through a weekly partner pipeline review, with a printed sourced and influenced split visible on the table, deep navy and warm amber palette

Execution Discipline in Partnerships: A 2026 Field Guide

What is execution discipline in partnerships? Short answer: Execution discipline in partnerships is the operating habit of running a small number of joint motions on a fixed weekly cadence, with named owners on both sides, a written artifact for every step, and a forecast-grade metric that finance accepts. It is not heroics; it is the […]

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Two CROs from partner companies sitting across a small table with a printed joint revenue forecast between them, walking through commit, upside, and stretch line by line, deep navy and warm amber palette

Executive Alignment Meaning: A 2026 Field Definition

What is executive alignment in partnerships? Short answer: Executive alignment meaning is the working agreement between senior leaders at two partnering companies on the joint revenue number, the few motions that will produce it, and what each side owes the other to make it happen. It is a quarterly artifact two CROs sign, not a […]

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A partnerships leader and an AE sitting at a desk reviewing a printed shared account list with overlap scores and a recommended next action per account between them, deep navy and warm amber palette

How to Drive AE Adoption of Partners in 2026

What is AE adoption of partners? Short answer: How to drive AE adoption of partners reduces to one rule: make the partner the easy path on the named accounts the AE already cares about. Every other tactic, including spiffs, mandatory deal registration, and partner training, fails unless the partner makes the AE’s existing work easier […]

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A partner manager and a partner counterpart sitting in a coffee meeting walking the partner through a printed shared account plan with handwritten priorities, deep navy and warm amber palette

How to Become a Trusted Advisor in Partner Sales

What is a trusted advisor in partner sales? Short answer: How to become trusted advisor partner sales reduces to three behaviors repeated over a long enough time horizon: bring data the partner does not already have, own the next step in every conversation, and occasionally lose money you could have made to keep the partner’s […]

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A chief revenue officer and a head of partnerships reviewing a pipeline-source breakdown on a wall monitor showing partner-sourced revenue missing, a printed forecast on the table, deep navy and warm amber palette

The Cost of Not Having a Partner Program

What is the cost of not having a partner program? Short answer: The cost of not having a partner program is the revenue, deal influence, and competitive ground a company gives up because partner activity has no system around it. It does not appear as a line item, which is exactly why it goes unmanaged, […]

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A partnerships manager and a sales development lead reviewing an ecosystem-qualified-lead definition on a wall monitor with a partner-signal scoring sheet printed on the desk, deep navy and warm amber palette

Ecosystem-Qualified Leads: What an EQL Is

What are ecosystem-qualified leads? Short answer: Ecosystem-qualified leads are leads that meet a qualification bar set by partner signal rather than by marketing activity alone. They are accounts a partner already works with, has a relationship inside, or shares as a customer, and that overlap is the qualifying evidence that the lead is real and […]

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An account executive and a partner rep running a joint customer call, a shared screen showing the customer's account and a printed joint pitch on the desk, deep navy and warm amber palette

How to Co-Sell: A Step-by-Step Guide for Reps

What is co-selling? Short answer: How to co-sell comes down to four steps: find the accounts you and a partner both have reason to work, agree who does what, run the joint deal, and settle credit before close. It is two companies working one account together so the combined motion closes faster than either would […]

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