Partner pro, it’s your time
The reality is there’s a lot of weight on partner leaders’ shoulders these days.
Don’t let that discourage you. It’s a sign we’re moving in the right direction.
The market’s changing, and partner pros need to be the first to transform our mindsets to align with what’s going on in the market.
In the era of outbound sales, sellers had to lead the charge.
In the era of inbound marketing, marketers had to be the loudest evangelists.
Now we’re entering into the era of partner ecosystems—the Nearbound GTM era—and that means partner pros, it’s your time!
Let Sarah Wang from A16Z do the convincing
Mikel Mangold resurfaced a video of Sarah Wang from Andreessen Horowitz boasting about the power of partnerships at Crossbeam’s Supernode last year.
The main point: partner-generated pipeline is really important to get funding from arguably the best VC on the planet, Andreessen Horowitz.
Who wants to fight the uphill battle of sales-led revenue generation? It (partnerships) is a more efficient and stable business. — Sarah Wang, A16Z
Share this with someone who still needs to be convinced about partnerships. Let Sarah Wang do the convincing.
The future of partnerships
Alex Richards reflected on three partnership trends to watch:
- The Rise of Ecosystem Partnerships
- The Focus on Value-Added Partnerships
- The Use of Technology to Facilitate Partnerships
I asked him to elaborate on #2, and he shared the example of Starbucks and Spotify.
Starbucks and Spotify partnered to create the Starbucks Music app, which allows customers to listen to music from Spotify while they are in Starbucks stores. The Starbucks Music app makes it easy for customers to find new music and to listen to their favorite songs while they are enjoying a coffee or other beverage.
Two different industries but the same target audience.
They pooled their resources and expertise to create a new product or service that is more valuable to customers than what either company could offer on its own.
Read Alex’s article to see some compelling stats on partner impact.
Stuff you don’t want to miss!
- September 7, 4-10 PM EST – INVITE-ONLY EVENT – Nearbound at Inbound – We’re partnering with HubSpot for some major fun on the green ⛳️. Only a 5-minute walk from HubSpot’s Inbound 2023 conference. VIP guest list. Toasts from industry leaders like Scott Brinker, Harbinder Khera, Tyler Calder, and more. Request an invite here.
- September 8, 12 PM EST - Game Changers: Isaac Morehouse — Isaac will join Oana Manolache to talk about how to use content creation to define a category. He’ll share the 3 elements to help you build brand awareness, drive pipeline, and unite your team. Register here.
Don’t keep the good stuff to yourself
Anything in this NBD stand out to you? Share it. :)
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