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A head of partnerships and a finance director at a desk reviewing a printed sourced and influenced attribution definition alongside a wall monitor showing a partner pipeline rollup by stage and a deal-level partner role table, deep navy and warm amber palette

Partner Attribution Model: A Working Build for 2026

What is a partner attribution model? Short answer: A partner attribution model is the signed definition for how partner-touched opportunities count toward sourced, influenced, and assisted pipeline and revenue, with named rules for which partner role at which stage produces which credit. It exists because finance will not fund a partner pipeline forecast without a […]

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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 partner manager and an account executive at a desk reviewing a printed partner battle card with co-sell talking points and a competitive landscape table while a laptop shows a joint pitch deck and an account list, deep navy and warm amber palette

Partner Battle Card: Building One AEs Actually Use

What is a partner battle card? Short answer: A partner battle card is the one-to-two page AE-facing enablement asset that names the joint value, the named buying personas, the co-sell motion, and the head-to-head competitive position when a host product and a partner product are sold together. It exists because AEs cannot remember the joint […]

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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.