Welcome to the Nearbound Daily Newsletter—the #1 partnerships newsletter in the world keeping thousands of partner professionals on top of the latest industry principles, tactics, and trends. nearbound.com is a project of Reveal. Join the movement here.

PRINCIPLES

Find your force multipliers

Force multipliers are how you make real impact in business.

These are your one-to-many relationships.

One-to-one relationships with customers, partners, and influencers are extremely valuable, but you can’t count on them to impact your bottom line.

When it comes to revenue growth, you need to think about the one-to-many.

How does one customer lead to more than one customer?

How does one partner lead to more than one partner?

People who wield nearbound tactics well focus on force multipliers.

That’s why Jill Rowley is obsessed.

Hear her explain it to HubSpot’s Karen Ng (SVP of Product) and Brian Garvey (SVP & GM of Worldwide Solution Partner & Provider Channel Ecosystem) on the Good Morning Ecosystem podcast.

TACTICS

Think about nearbound like a leader

In the Outbound Era, ABC meant “Always Be Closing.” In the Nearbound Era, ABC means “Always Be Connecting.”

10,000-foot view (thinking like a leader):

An organization’s value stems from its people.

When your people are connected with those in your market it increases the connectivity within the organization and can give you a competitive advantage.

When employees connect their specific knowledge with others’ specific knowledge, the result is valuable collective intelligence.

Action: encourage your employees to build networks and share knowledge within those networks.

5,000-foot view (thinking like a department head):

Every department’s primary aim—Sales, Marketing, Success, Product, and Partnerships—is to help customers solve their problems in the way they want them to be solved.

You have to meet customers where they are.

So, it’s up to department heads to understand what that looks like and lead their teams to success by establishing the right cadences, rituals, and expectations.

Take the example of Sales.

Sales leaders need to push their Sellers to:

• Come into conversations with intel on the context of the customer’s problems

• Approach customers with and through trusted voices

• Plan to get customers to-value faster through partners

Action: Establish KPIs with a nearbound mindset.

Ground view (thinking like an IC):

Every IC has a responsibility to impact his or her KPI, and more broadly, to impact revenue.

On the ground level, this looks like prioritizing the activities that really matter. Maximizing output for input.

There are lots of tactics out there, but there aren’t a lot of tactics that work well. Outbound targets customers who don’t want to be targeted. Inbound tries to attract customers who are tired of the noise.

Nearbound surrounds customers with the voices they trust.

Action: Ask yourself, “How would I like to experience this as a customer?” Test out a few nearbound tactics.

The best partner pros understand nearbound on every level—leadership, department head, and IC—which allows them to orchestrate strategic success as well as execute those strategies.

The nearbound book is the best place to level up your nearbound mastery. Get your copy here.

DATA OF THE DAY

354% growth in ecosystem jobs

My friend Jason Saltzman over at Live Data Technologies has access to 5 million job records so I asked him:

How much have ecosystem, GTM, and partnership roles grown over the past 10 years?

Jason rounded up the data and after analyzing jobs with keywords throughout the past ten years, here were the results:

• Titles with "Ecosystem" grew 354%,
   

• Titles with "Partnerships" grew 281%,

• Titles with "GTM" 223%

• Titles related to Sales, Marketing, and Success roles only grew by 3%

These are HUGE numbers!

And this is just the beginning. We’re all participating in the moment GTM changes, forever.

Thanks so much to Jason and the LiveData team for collaborating on this data!

UPCOMING EVENTS

Stuff you don’t want to miss!

• TODAY—What Makes a Partnership “Strategic”—Join Valerio Martelli (Sales and Partnerships Director at Wisepops) and Scott Pollack (CEO at Firneo) where they will dive into the intricacies of forging impactful partnerships in the tech sector, guided by insights from industry experts. Register here.

• TODAY—Partnerships Secrets: Cory Snyder Teaches Partner Recruitment—Teamwork.com’s Head of Partnerships, Cory Snyder, spills the tea on how he’s growing his partner program in 2024. Powered by PartnerStack. Register here.

• May 2nd—The Era of Ecosystem Orchestration is (Nearly) Here—Join 360 Insights and their close partners to unveil their new ecosystem project that stands to redefine their marketplace forever. Register here.

• May 7th—MartechDay 2024—Join Scott Brinker (VP Platform Ecosystems at HubSpot) and Frans Riemersma (Founder, MartechTribe) to release the latest Marketing Technology Landscape graphic. It’s a celebration of the thousands of talented people working in martech, at brands, vendors, and across the community. Scott and Frans will also be interviewing key leaders for their deep domain-specific knowledge. Register here.

• 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 tactics. Listen here.

You’re all caught up.

RECENTLY PUBLISHED ON NEARBOUND.COM

• The Future of Sales Enablement: Integrating the Nearbound Strategy in Your Cold Outreach Efforts by Jeremy Chatelaine

• Integrations as a Growth Lever by Jessica Fewless

• Nearbound Ops: Leveraging Nearbound Data and Operations to Optimize Revenue

• Mastering Nearbound Customer Success: Key Takeaways from the Nearbound Book

• The Role of Nearbound Partnerships for Customer Success by Alper Yuder

• How Nearbound Can Help Keep and Win Back Customers by Delphine Le Person and Isaac Morehouse

• Howdy Partners #69: Why Fractional Partner Management? with Pat Ferdig

• Nearbound Podcast #158: Why Agency Programs are the HARDEST. The Pirate Island Problem, with Max Traylor

• Partner Up or Perish: A Review of the Nearbound Book by Antonio Caridad

See you tomorrow

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nearbound.com is a project of Reveal.co