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

Create your IPP, then stick to it

Josh Wagner, Co-Founder and Partner at In Revenue Capital, shared this reminder on LinkedIn and it holds true for Ideal Partner Profiles too.

If you’re a partner pro at an early-stage company, the best strategy is not to spray and pray.

Once your company has its ICP defined, do this:

1. Let your customer define your IPP

2. Document the details of that IPP

3. Commit yourself to that IPP

You’ve defined your IPP for a reason. Stick to it.

Read more about defining your IPP using the value chain here.

TACTICS TAKEOVER BY JARED FULLER

Use this checklist to overlay nearbound onto your organization

In 2018-ish, I was at Drift, one of the fastest-growing SaaS companies in a space that was replete with competitors and not altogether attractive — website chat.

I saw Drift’s CEO, Dave Cancel, will a category-defining business to a billion-dollar outcome. It wasn’t tech, it wasn’t sales, it wasn’t marketing, it wasn’t ops: it was culture. Greatness was expected—it was promoted—and mediocrity was intolerable.

What I saw DC do at Drift was so simple and so powerful it changed how I thought about culture forever. DC defined culture as not only “what you promote and what you tolerate,” but also, “the cadences and rituals to enforce them."

If you want to create a nearbound culture, you have to establish the Nearbound Rhythm of Business (RoB). Overlay and weave nearbound into the cadences and rituals of your business, every year, quarter, month, week, and day for every department to drive your company culture instead of your company culture driving you.

Nearbound layers onto every department, but it must be orchestrated by the Partnerships team. That means, more than any other role, partner leaders have to learn and understand the rhythms and cadences of the company and each department. To effectively run nearbound plays, partner managers need to be dancing to the same beat as the rest of the org.

The unique challenge of partner pros is that they need to both create their own rhythm of the role AND overlay onto the rhythms of others (namely the GTM teams).

Use this checklist every year, quarter, month, week, and day to create a nearbound culture in your company.

—Jared Fuller

p.s. Here’s a sneak peek at the monthly checklist. Click the button for the full resource.

Check the full list here.

FROM THE ECOSYSTEM

The 4 P’s of marketing?

In the full post, Jane asks three questions:

1) Does Marketing own all four?

2) Should Marketing own all four?

3) Should Marketing add a fifth: people?

Questions #1 and #2 are important, but the most important is #3.

Why? Because we’re in the ’Who Economy.’

In the past, departments were expected to drive results in siloes, but today, every GTM department is realizing how unrealistic that is.

You can’t be everything—creator, distributor, and trusted source.

Instead, you have to partner with the people who have what you do not—resources, channels of distribution, reach, or trust.

NEARBOT QUESTION OF THE DAY

Putting NearBOT to the test

So what kinds of questions can NearBOT handle?

We’re going to ask it one pressing question a week, and share its’ answers.

Try it out for yourself on nearbound.com’s home page.

Get an answer and a list of every resource we have on the topic.

UPCOMING EVENTS

Stuff you don’t want to miss!

• TOMORROW—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.

• May 9th—Build or Let Build? Master Integrations—Join Nick Valluri (Dropbox & Coda) and Franz-Josef Schrepf (Hopin) to discuss how Nick builds integrations and partnerships with some of the world’s largest companies, including Microsoft and Nvidia. Register here.

• May 30th—Driving Revenue Through Technology Partners—Learn from Kelly Sarabyn (Head of Product Partnerships Advocacy and Enablement at HubSpot), Asher Matthew (CEO at Partnership Leaders), and Robbie Ptaszynski (Director of Strategic Pursuits and Priority ISV co-sell at Microsoft) as they discuss the revenue impact partnerships teams can have and evolving from re-selling to co-selling. 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

• Rhythm of Business Checklist by Jared Fuller

• Marketo x Drift Alliance: How I Generated HUNDREDS of Referrals in ONE Month by Jared Fuller

• Chapter 2: Nearbound Defined by Jared Fuller

• What I Learned at Golden Hour (And Why It All Points to Nearbound) by Shawnie Hamer

• Nearbound and the Rhythm of Business by Jared Fuller

• How Pigment Increased Win Rates 5-10% with a Nearbound Overlay & Reveal by Shawnie Hamer

• How to use Reveal for Co-marketing Events

• Unleashing the Power of Nearbound: The Stats You Need to Know by Andrea Vallejo

• Oneflow Sees a 190% Surge In Created Opportunities After Beginning 2-Way Data Sharing with HubSpot with Johan Jansson

• Howdy Partners #72: Psychology of Team-Wide Buy-In—The Answer to Partner Program Success with Maurits Pieper

• Nearbound Podcast #161: 3 Things You Need to Know: Attribution Crisis, Early Majority, and the Consolidation of Tech with AI

• A Deep Dive Into the Nearbound Book, With Mike Midgley, Part 3

• Mastering the Nearbound Rhythm of the Business: Key Takeaways from the Nearbound Book by Andrea Vallejo

See you tomorrow

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nearbound.com is a project of Reveal.co