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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 […]

Two go-to-market leaders from partner companies sitting across a table with a printed joint account list, a one-page joint value prop, and a quarterly launch calendar visible between them, deep navy and warm amber palette

How to Go to Market With a Partner: 2026 Field Guide

What does it mean to go to market with a partner? Short answer: How to go to market with a partner is to agree on a joint revenue number with the partner’s senior leader, pick a small named account set both sides will work, ship a one-page joint value prop the sellers on both sides […]

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