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The value of partner ecosystem data is no longer GTM’s best kept secret — everyone is talking about it. But there’s still a lot of untapped potential in unlocking it.
October 23, 2024
Issue #682
We're still sparkling from Pavilion's GTM Summit, where ideas were flowing and Ecosystem-Led Growth was a big part of the conversation about the next generation of tech go-to-market.
Which reminds us — can you take a few minutes to complete the 2024 Future of Revenue survey? We want your thoughts and strategies to be included in our research, but we’re almost out of time: The survey closes THIS FRIDAY 10/25!
PRINCIPLES
Winning in the ELG era
Last week, a team of ‘Beamers went to Austin, TX for Pavilion’s GTM Summit, the biggest annual conference for GTM executives. In addition to leading sessions and hosting parties, we connected with friends and colleagues in person and took in countless lessons on the strategies and tactics defining GTM now and going forward.
GTMnow’s Sophie Buonassisi was also there, and rounded up some of the conference’s top takeaways, including this one that naturally caught our attention:
- Network and partnership will only become more critical
Here’s what she noted from expert sessions and conversations with other leaders:
“The importance of networks and partnerships is more critical than ever.
‘Your network and how you use it is hands down your most valuable asset and strategy’ - Peter Turim (GM; Strategic Partnerships at Hunt Club).
However, despite widespread recognition of their strategic importance, many teams still struggle with unlocking the operational side of networks and partnerships. While leaders understand the value of aligning with other organizations to drive growth, the execution — the operational framework — remains a challenge for many.”
We’re unquestionably in the Ecosystem-Led Growth era, and in a critical period of operationalizing it to benefit entire industries. If you’re reading this, you know that our mission at ELG Insider is to help people and companies solve that challenge and take advantage of the huge untapped opportunities locked in your partner ecosystem data.
If you have an ELG struggle or success to share, don’t hesitate to hit reply and let us know about it — if you’re experiencing it, others likely are too, or would love to learn more.
TACTICS
Does everything always have to be about AI?
No, but AI is undoubtedly here to stay, and becoming an important part of how we live and work. However, it for sure can’t do everything, and what it can do is completely dependent on one thing: data.
Funny thing: Ecosystem-Led Growth is also all about data. Crossbeam’s CEO and Co-founder Bob Moore recently shared how this can all work together:
“Ecosystem data and AI are a match made in heaven. Partner CRM data can turn any generic AI agent into a strategic game-changer for how your company scales revenue.
This came up in a recent convo and is worth repeating: we are all going to be using AI agents to improve the experience we create for our customers and prospects — but they will only be as good as their context windows.
- Who is this prospect working with?
- What is already in their tech stack that correlates to better outcomes for you?
- What have they bought or learned about recently?
- Who are their key decision makers?
Imagine how differently your agents can do their jobs with this data at their fingertips.
Second-party data from your ecosystem is the most powerful context imaginable — far more useful than generic third-party data enrichment or limited knowledge from your CRM. This ecosystem data provides context that no LLM could possibly know otherwise, no matter how amazing its capabilities.
Whether you're using AI to train reps, ride along on calls, or conduct interactions directly, it needs all the context it can get in order to be useful.
This next generation of co-pilots, agents, and AI-enabled tech is going to live or die based on what it can see in the moment it does its work - and if it can't see into your partners' CRM data, it's missing the most valuable part of the story.”
Watch Bob’s video and share your thoughts in the post comments.
STUFF YOU CAN'T MISS
- TOMORROW — October 24 — Tech Stack Summit ‘24
Join Justin Zimmerman, Tai Rattigan (Co-founder of Partnership Leaders), Kristen Kelly (Global Technology Alliances Director at Netskope), Greg Portnoy (CEO of Euler), and many more GTM leaders as they help you pick the right people, process, or tools to grow your co-sell, integration, or cloud partnerships. Save your spot here.
- November 11 - 14 — Web Summit 2024
70,000 people will gather in Lisbon, Portugal for one of the biggest tech conferences in the world, featuring speakers from leading companies across nearly every technology vertical. Book your ticket to join them here.
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See you tomorrow
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