Nearbound Daily #465: How to Pick a Partner Strategy

Nearbound Daily #465: How to Pick a Partner Strategy

Micaela Richmond 3 min

Done > Perfect


“Don’t let perfect be the enemy of the good.”


Throughout my career that advice has popped up in the most opportune moments.


JK Sparks (Head of Marketing at AudiencePlus) recently wrote a newsletteron the phrase, and I thought I’d pass it along to anyone who needs it.


JK shared,

The battle between perfection and production.


What I thought were good reasons to wait were actually excuses that led to procrastination—ultimately stunting the potential growth.


Excellent and perfect are not the same thing.


Here’s why the phrase is so applicable to the nearbound movement.


Right now, the market is suffering. Inbound and outbound aren’t working as effectively as they used to, and yet, people are committed to running the same, ineffective plays.


They do this because they’re afraid they’ll mess up. They’re afraid to make the wrong call and bear the responsibility.


But at the same time, they’re measured on results, not plays.


By playing it safe, you don’t guarantee your position. You guarantee that you won’t learn anything new.


The goal is not to be safe. It’s to learn fast.


So if you have the opportunity to test out a nearbound overlay, don’t let perfect be the enemy of the good.


You’ve got your inbound and outbound motions running. Add nearbound in there!


How to pick a partner strategy


If you’re ready to build your nearbound motions, GTMPartners unveiled a 2x2 matrix to determine which type of partnership is right for your organization.

Nearbound Presentation 110623 (3)

Get the full report for more content like this and listen to the session with Sangram and Linsday to hear more.


Here’s how to use this model:


X-Axis: Describing Value — Indicates how difficult a combined-value proposition will be to explain. The more complex the value proposition, the more complex the partner motion needs to be.


Y-Axis: Better Together Scale — Indicates how integrated two companies must be to drive customer success.


Value of nearbound — The more complex the value proposition is and the more integrated your two companies need to be to drive real customer value, the more nearbound overlays your company should have. In those cases, nearbound overlays will act as connective tissue between your two organizations helping you drive even more revenue.


Go To Market Partners Understanding Partner-Led Growth 2023-11-29 at 10.02.53 PM

Not all partnerships are the same or require the same amount of energy and resources.


Use this 2x2 matrix to help you understand what kind of partnership you’re building and how many nearbound overlays are required to make it successful.



Read the AWS partner opportunity report


Amazon Web Service’s Global Channel Chief, Ruba Borno, took the stage at Reinvent to share the findings from the Canalys report on AWS’ partner opportunity. 


A couple of amazing stats include:

  • 60% of customers highlight specializations as a top criteria for their partner selection.

  • 74% of cloud customers review their partners’ certifications at least twice a year.

  • 89% of customers surveyed, expect their partners to have a focus on sustainability, with 34% of partners describing sustainability as a vital part of their selection process.

Download the full report here.


Stuff you don’t want to miss!

  • Nearbound Summit 2023 Recordings—The future of GTM is Nearbound. Watch the recordings to hear how B2B leaders across departments unite with Nearbound strategies and tacticsListen here.

  • March 19-20th — Affiverse’s Amplify Summit — Join them for a 2-day virtual event to help affiliate businesses amplify their performance. Learn about digital, partnership, and affiliate marketing. Register here.

Someone desperately needs this reminder


Send this NbD to someone who might need the reminder, good is better than perfect!

Micaela Richmond 3 min

Nearbound Daily #465: How to Pick a Partner Strategy

Done > Perfect

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