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ELG offers new and powerful ways to enlist your partner ecosystem in the all-too-important process of qualifying large numbers of leads.
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PRINCIPLES
Your ecosystem is worth way more than just the money it brings in
We talk a lot about the revenue your partner ecosystem can generate, and for good reason: ELG deals close 31% faster, are 49% more likely to close, and lead to 48% higher ACVs.
But your partner ecosystem can also save you from spending more of your cash. It’s a massive resource born from serving your customers’ needs and making your solution better, something you should always be doing anyway — which means it’s not a resource or service you’re buying just in the hopes it will produce more revenue.
Instead of spending more money on third-party brokers, intermediaries, data sets, or consultants whose value is an unknown quantity, you can tap into your existing, well-known relationships with partners for the introductions and intel that have a high potential to pay off.
It’s a little like borrowing your neighbor’s favorite trusted lawnmower instead buying your own based on questionable, possibly self-serving internet research — you save money, you get the job done well, and your neighbor knows you’re down to return the favor with your perfect egg cooker.
Win-win-win.
TACTICS
Your new source of big business: ecosystem-qualified leads (EQLs)
The only thing better than one lead is a whole list of them.
The generation and qualification of lead lists is a core function of demand generation, and ELG offers new and powerful ways to enlist your partner ecosystem in that process. Such leads are inherently ecosystem-qualified, making these playbooks a goldmine of scalable lead generation for any marketing team and the revenue teams that depend on them.
First stop: your Account Mapping Matrix. The strategies employed here are the ones that sit in the bottom row: Where your prospects overlap with the prospects, opportunities, and customers of your partners. Using your partner ecosystem to bring these prospects to life is the secret sauce of ELG for marketers.
When account mapping, your company’s prospect list should be a huge population of companies that you are seeking some novel way to engage more deeply. You’ve probably had some light interaction with them, come across them in research, or have some other reason to suspect they’re worth knowing. Now you’re looking for ways to learn more and hopefully create a next step in their buying journey. ELG will deliver.
Mining prospect lists for qualified leads is often likened to finding a needle in a haystack. The lists are just too big to make harvesting leads from them practical with any playbook that doesn’t scale automatically. This creates a Catch-22, however, because generic mass outreach is ineffective yet manually personalizing or researching the accounts is too slow and costly.
The traditional solution is to pay third-party data brokers or data enrichment companies to add more dimensions of data to these prospect lists. These typically include firmographic data like employee count or industry, which can help with the broad strokes of prospect qualification. It helps somewhat, but it’s kind of like trying to catch rain with a fork.
ELG is a better way. Running your prospect list through the account mapping matrix with your partner ecosystem is akin to running a magnet along the haystack: It instantly shows you where all the needles are hiding.
Moreover, each match it finds comes with the benefit of context directly from your partners. Which prospects are customers, active sales targets, or even just prospects of your partners creates a rich profile around each account from which you can automate outreach, personalize messaging, and elevate from generic prospects to Ecosystem-Qualified Leads.
Want more where this came from? Get your copy of Bob Moore’s best-selling book Ecosystem-Led Growth.
FROM THE ECOSYSTEM
The Future of Revenue survey
For the second year, we’re partnering with Pavilion to gather insights from revenue leaders like yourself for the Future of Revenue survey.
It’s a quick 7-minute survey aimed at understanding the strategies and trends shaping the industry.
Your perspective would be incredibly valuable, and as a thank you, you’ll receive early access to the report before it’s officially released this fall.
Share your experiences here.
UPCOMING EVENT
GTM is Better Together
Join GTM Partners, Demandbase, Clari, G2, MadKudu, ON24, TechnologyAdvice, Totango + Catalyst Software, Vidyard, ZoomInfo, and an elite group of leaders on August 28th to discuss around what a modern, enterprise, GTM team and tech stack should look like and how it can be best optimized for efficiency and scalability.
GTM is Better Together is an initiative from GTM Partners. It’s a four-events roadshow designed to provide hope and trust to GTM professionals in enterprise companies, despite budget cuts, missed revenue targets, and misaligned teams.
Get your ticket here.
Stuff you don't want to miss!
- September 17 — Join us at HubSpot Inbound's Partner Day in Boston! Swing by the Crossbeam booth to meet the team, attend the Crossbeam x Gong yacht party on Wednesday, September 18th, and attend Chili Piper, Sendoso, Surfe, Splash, Mobileforce, and Crossbeam’s after party that same night.
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