ARReasons to pay for Crossbeam
Learn new ways to use exciting "hidden" features and see the future of "mapping money" with Elizabeth Whalen and Kristen Kelly. Event organized by Justin Zimmerman
We've got Kristen Kelly from NetScope. She heads up the technology partners and
alliances
You are about to get and I did have a chance to meet with Kristen before this
event to get into her world
And to see what she says and hear what's here what you get what I'm saying
She's gonna really walk us through
Features that are only available on paid versions of cross beam
A side note for today's session was like cross beams free why pay for it?
Well, we're gonna answer some of those questions because there are things that
you cannot do
That drive revenue and save time that Kristen has figured out
I don't even cross beam knows all these things because if they were I think
they'd be on the blog as an article and I haven't seen them yet
So this is even like unpublished undiscussed completely for your eyes and ears
We'll call them playbooks. There's no button for this one
Well, maybe a little bit right behind the scenes in cross beam that Kristen's
gonna walk us through and then Elizabeth
Of course like in our last session. She's gonna highlight these features where
to find them
How do you use them what to look for?
So that way if you do come to the conclusion that Kristen came to that you do
need to be on a little bit better plan
Then free and not that frees terrible, but if you really want to get the value
out of it
Between Kristen me and Elizabeth you're gonna have everything you need right
now to really finally answer that question cross beams free
Why pay for so Kristen give us a moment right now?
Tell us about your program tell us about your company tell about your rote tell
us about your role in title
And of course the pain points and problems that you're solving over there with
cross beam
Sure, thank you so much Justin and Elizabeth. I'm so honored to be speaking
about our experience using cross beam
So as Justin you said, my name is Kristen Kelly
My role at Netscope is I am the global technology alliances director and just
for anybody who is not familiar with cybersecurity
And the what Netscope does we have a cybersecurity platform that uses
AI and ML innovations and zero trust principles and we basically protect an
organization's data
Users devices when they are accessing anything on the web in the cloud private
or SaaS applications
My role as the global technology alliance director is I manage our technology
integration partnerships and we have hundreds of integrations hundreds of tech
partners
We do a lot with a few
so we do I manage joint go to market with those that we have some really
compelling integration stories that we want to get the word out there and
I've been working with cross beam for about two years. I've been at Netscope
for a little over two years
when I first joined the team at Netscope we were on the
the
freemium version and
It wasn't quite hooked up yet
So my first special project was to take this freemium version get it connected
work out the business value with
one of our
Top tech partners who was already using it and super excited about it
They said the more partners in our ecosystem who are using this tool the more
value were all going to get out of it
As soon as they gave me a demo of how they were using it. I was like this is
amazing
So it was a little arduous to get our security and legal reviews done for the
tool a lot of you know
A lot of questions came up about the sensitivity
the data sharing and all of that and we finally got got it over the finish line
and
Quickly realized we needed to do our crawl walk run
Approach and so we quickly went from the freemium version to the middle paid
tier which I think is called connector
When we got on to the connector tier we just had a couple of core licenses
Because we wanted to use this across the whole work not just within the the
partner and the Lions Organize team
So we had a license for our marketing team
Various other cross-functional teams and we worked out some specific use cases
that we thought would be valuable just as like a small group
Once we kind of like got some good some core use cases for different user types
So across sales across our SDR sales development reps who support our account
owners our marketing teams our global partner marketing team
As well as our field marketing team customer success teams
We started to go and do our internal road shell to say hey, this is a great new
tool
Here are some ways you can use it. What do you think and we were slowly kind of
gaining some traction that way?
One of the things I'm kind of actually skipping ahead to one of the insights
after going through a whole bunch of things is
When I first started doing some enablement internally just to get our
organization
Our organization is you know between 2,500 and 3,000 employees
So you know across across all the different global regions
I was trying to do a like cast abroad net and do larger field enablement calls
I was finding that I was not getting very many questions not much engagement
after those
And then I kind of thought about it when I'm on some of those larger field
calls unless something is extremely relevant to me
I'm multitasking. I'm doing emails. I'm responding to slack messages
So I fine-tune my approach and once I started going on the smaller regional
team calls
And I brought with me some specific data that would be kind of
You know ringing a bell for them. That's when I started getting a lot of light
bulbs going off a lot of questions
A lot of people really say oh, this is awesome
And then they helped to spread the word amongst their teammates and that was
working much better for me
Can you go a little bit more into that specific use case that was on that we
talked about that was really highlighting like
How do you transform unengage?
Disconnected like not caring too much about working with you and connecting
because without partner engagement
We don't get partner pipeline and so like this is really that key use case that
I think we should highlight here is
You know, you found something a way to get their attention and engage with you
And so let's go a little bit more deeper into that because that's really one of
the major use cases
Exactly. So just to clarify one thing the way we are
We the way we started off using crossbeam is we were only connecting with live
other partners in crossbeam if they were a signed
Technology partner, which mean we had a legal agreement a legal dev development
agreement between us
We had gotten through all the steps of having an integration that is live ready
for customers to know about and hopefully start using and
That's those that was the segment of our broader partner ecosystem that we felt
comfortable sharing data live with and those are the ones where
We would not just share overlap counts with but actually
You know the fields from sales force that we thought would be helpful for them
to see in real time and vice versa
So in the mindset of having this data to help our field our sellers like
You know get traction in their target prospect accounts
We start I started bringing to these enablement calls reports for a specific
sales team and examples of saying
Hey, did you know that?
These tech partners of ours where we have these integrations they are in these
accounts of yours
These are in your top 10 top 20 target lists
These are friendly so we can see the account owner for these accounts
We have these agreements. We have a great story great joint value prop content,
etc
We even have
In some cases we have email scripts that they can use so we make it really easy
for our field to take this information
Reach out to their counterpart at a connected life connected
cross-beam partner and
You know using either their own language or some of the great tools that cross-
beam copilot has which
They're using some AI engines and tools to help you come up with like some
language so you don't have to come up
With it from scratch
Once I started giving them kind of like we call it wake love
Or spoon feeding to our field this great data. It's like why wouldn't they be
super excited about it?
We're helping them close their business. We're helping them make their quota by
leaning on our
Integration partnerships so I mean that to me is
It's a no-brainer for the field to say this is a great tool. This is a great
data. This is helping me with my day-to-day job
And so what kind of response do they give you now that you supplied this data?
So it's it's great. So we're teaching them the fish so in the beginning
We would you know come and say here's that we would like I said we would kind
of spoon feed them
And now we're trying to like teach them to be more self-sufficient
So we've incorporated things like with our paid version of cross-beam
Which we're now on the the super node license when we get all of the bells and
whistles
We're really making use of that
Feature called the sales force custom object and what that lets us do is pull
in cross beam data
Into sales force reports and we've created templates too. So we have templates
for depending on what
Team or what kind of user group or persona you are like I mentioned we have sdr
with jigsaw development rep reports
We have ones for account owners. We have ones for regional sales directors
We have ones for marketing teams and they all have a little bit of like
slightly different data depending on what they're trying to achieve
We're really trying to push our field to use these more self-service reports
rather than us doing the spoon feeding
And that's been super helpful because with the granular controls that we can
Use in cross beam with these features like the sales force reports. We can
Turn on certain partner data to show up there automatically we can hide other
ones if it's not quite ready for prime time or we don't have a great
Story yet. It's something that's in the works
Even in the co-pilot widget that we call it which account owners can see when
they're in sales force and they're on the account screen or the
Opportunity screen they can see the little widget of co-pilot overlaps
And we can even like control the ordering of like well
Which partners are more important for us to see at the top of that list when
they see those those partner overlapping accounts
So I love that cross beam gives us these kind of playbooks and guides of like
best practices
How to use but then also these other controls that we can customize for
ourselves to make sure that it works really well for our teams
So you can actually control at the field level the visuals of what their
attention and focus should be on from a partner
But opportunity perspective. That's right and so in addition to that
I love that cross beam allows us to have custom tagging
So not only can we use control which partners we want them to see at the top of
the list and in which order
But we also use the tagging
So it's a visual reminder for us to say this is an integration partner
For the most part all of the ones that we're showing are integration partners
But we have referral programs and spifts with certain ones and we can put that
as a tag on those
So those are all we also helpful customization features we use in in co-pilot
Most of us are nowhere near the level of advanced playbook that you guys are at
running there. And so if you could
Um, tell us why this is important like what's now possible? What kind of
results comes from, you know doing those things
So
One of the struggles I had before we had cross beam deployed was just
general alignment with our sales field and and being able to
Prove and show to them the value that the tech alliance team brings to the
table
Um, so this was such a game changer for us then in addition to that, you know
We're using this cross beam data
But we're also in the in the spirit of the theme of today tech stats
We're also augmenting those reports with other third party tools. So we will
add in
um data like
Intent purchasing data from six cents. We have propensity to buy scores from
the three cloud marketplaces
We use that from tackle
We use third party data from a tool called hg insights, which gives us techn
ographic data for each account
Um, we also use zoom info, which I think a lot of people use zoom info to help
fill in some missing data in contacts and leads
And we also use a tool called gain site, which I I know cross beam has a an
integration
We're we're going to be exploring that one as well. But that's for um, you know
our customer success team uses that and the way I use
um a field from gain site, uh is
uh
Customer references. So if I'm pulling a report where I'm looking at joint
customers with another tech partner
we might be wanting to look at um potential
accounts or
Or organizations that we want to have come to a specific
Global or an in-person event and then I can pull in a field that says it's this
a couple of public customer reference
Is this an internal customer reference?
So there's so many different ways that we can add and augment these these cross
beam reports that make it
You know 10 times or 100 times even more actionable
So having that level of value that we can provide to the field to our channel
or to our marketing teams
It's just made the tech partner team like elevated I would say in terms of the
value we bring to the whole organization
You know, it sounds like you've put yourself at the center of
the data in which and I think this might be and I know it's kind of a don't use
this word Justin
I'm gonna use anyways
Nearbound strategy where you have all of the data first party second party
third party seventh party zero party data
You know product data
You have all you have this warehouse of sorts where you combine all these
different layers of data and you in the position that you're in
Has an understanding of how each one of these?
explanations of data can stream to different parts of both partners and your
sales team to empower them with of course like
Levels of intelligence that I think that's what the heart of this is is there's
a level of intelligence
You can empower your your field team and partners with to take action on and so
before we kick it over to Elizabeth
Let's try to summarize because you've unpacked a lot here kind of like the
number one play like what is this play called?
What is the playbook around this? What is that motion that if you had to write
a title and hand it off to them all those details?
What would you call this motion that provides this result?
I mean, I can't think of anything better than what cross beam
Advocates, which is eelg ecosystem led growth. I mean that just kind of like
hits it on so many levels
Um, I think we then kind of like you said take this other intelligence and
these other technology tools and data that we add on top of that
and then it's just
It's it's just hard not to realize that
You know paying for the the paid version of cross beam
Pays for itself like 10 times over. Um, once you once you get the people in
your in your organization
The field realizing the value and starting to use it on their own
And then when you start hearing all of the good stories and all the thank you's
and all the accolades
It just helps to create even more of a buzz and then you know, we've
incorporated into our
You know new hire training and enablement and it's just we're getting them
early on to have that eelg mindset
One last question for me and just really to quantify things because
um
Kind of the theme of today's event buying stuff that obviously is going to be
used and used well
ought to generate a measurable ROI and outcome going back to our first session
with tie like
Make sure you're that's a good name tying it to something that has an outcome
You know, I got the jokes. Um, if you could
It I know there's some privacy review
Review stuff that we would have to get it don't forget the details about but
what is the ROI of this play like?
You know, you've put in a certain amount you pay a certain amount and then what
does if you can like think through
How this these extra features? What do they do and what does it provide from a
general monetary output?
Well, so without you know getting into any metrics, I could just say generally
that like our two primary kpi's for the success of our partnerships
Is partner source revenue and partner influenced?
Partner influence I would say and having cross beam
Um as one of the main ways that we scale our partnerships and the value we get
from join go to market with our partners
Has really helped us increase both of those metrics with the the partners that
we're connected with and using this with and even
It's starting to provide value with partners that we're not connected with live
So we've started using it with our broader channel and reseller or using the
offline partner mapping feature
So I just see that even though I and thank you for saying that we're pretty
well
Um, well versed in in utilizing all the features that cross beam and cross beam
co-pilot have
To offer but I feel like we still have we still have a lot of like runway to go
yet before we're really kind of
Taking advantage of everything. There's just so much there. Um, I can't say
enough good things about it
Well, you're one of the most sophisticated cross beam users I ever talked to
and so before we kick it over to lisabeth one last thing
For everyone in the audience right now and i'm not saying we're going to do
this
I'm just curious how many of you would love to see like an hour workshop with
christen where we walk through the screens the show the flow
Everything like that and just I would say put in the chat, uh work the word
workshop. I'm just curious
Yeah, and we'll see what happens if there's like any interest for this
All right, let's see shawnee. This is for you. I know that you uh, um, i'm
thinking of you as a content director
Let's see what happens. We got workshop workshop workshop
Uh, all right lizards whenever you're ready share your screen and we'll let
some more of these workshops come and pop up here
And so yep, all right
Yeah, this workshop
All right. Well, we found some demand we found some demand for a workshop here
christen don't be surprised uh sometime next year that i'm sorry I set you up
for this but
Uh, we don't know anybody better, you know and the world needs when you're
saying look at this it keeps going. Um, so
Uh
lizards with is your screen shared?
Not yet. I was just gonna say on the theme of like why to buy cross you might
it go with super node christen talked a lot about
Um like getting brian internally and navigating all of the data sharing and
stuff and I just want to plug our customer success to you
So so I am for my customer success team
Something that you will get with super node is one of us someone me or someone
like me to help you build a program around
Cross me and we'll really embed it within your go-to-market motions at your
company. So I just want to throw that out there
Um, yeah, I thought you were the brush there that is
Did I just describe the job you did as a workshop the lizards fantastic
everybody. So yes, yeah, that's that's true
Um cool. Let me share my screen really quickly and you can
Tell me if it's working or not
Yeah, I'll see it pop up here and when I see it, I'll share it. So just uh
And here here it is. I see it. All right. Well, let's get inside
The super node mind of elizabeth and christen
And we'll see cross beam through the eyes of people who no way more than I do
about it
Mm-hmm. This is all I talk about all day long
Um
So what i'm going to show you are a few of the solutions that christen uses to
get that ecosystem
Those ecosystem insights into the desk or the hands of net scope scholars
Um, I have some best practices and some tips and tricks around
Making this information really easy for your sales teams to consume as well
Um, that i'll share along the way. So the first thing I want to look at is that
sales force custom object push the christen mentioned
Um, this is reporting that's available in sales force and you can build with
data from
Account opportunity and lead objects in sales force
What I have here I just spared you like the behind the scenes of building that
report. I have a report I just built
Where um, uh, these are partner connected opportunities that are closing this
quarter
I added a few filters. Um christen was right when she said that
These reports need to be super targeted and relevant to the audience to drive
adoption internally
Um, so I made sure to you know filter out
Close one close last and we're only focusing on opportunities where a partner
has a customer relationship right now
The last four columns here
Um have that cross beam overlap data that you can layer into
Anything from the object you're reporting on. So from here we can see the
partner name
We can see the relationship they have
We know that there's a customer relationship there
And then finally here at the end and a lot of people get really excited about
this
You can see the, um partner owner name and the email
So if you're thinking about like how to operationalize this internally
You can centralize your enablement resources and kind of set like roles of
engagement
With your partners and tell your sales team like okay, you have the name and
Here's the process for reaching out and what you need to do
What I did to make this report even easier to use and like skim for the sales
team
I grouped a couple of the columns. I am by no means a sales force reporting
expert. This is super easy to do
Um, but I grouped
Opportunity owners so all of the opportunity owners can really quickly skim
down to their name and find their group of opportunities
Um, and then I also grouped on account names since sometimes there's more than
one opportunity associated with an account
So, uh, the reps can really quickly find their opportunities and make decisions
about
Um, what opportunities they want to work on with partners
I like to think of this as like a way of proactively push this information to
Teams like christian was saying she kind of went on like a tour internally to
and like strategize with you on that evangelism
original sales teams and
Push this information on them
Um, another perk of working with the crossfume CSM is we will totally join you
Internally, um, we love to work directly with your sales teams and just make
this a super simple process for them
Um, so another thing I want to show you next is the crossfume co-pilot. That's
that widget that christian was talking about
Um, i'm going to toggle over to another tab just and can you see this then you
can see that
Perfect. Okay. Cool. So
If you're proactively pushing reporting an insights to your team with the
custom object
Co-pilot is what allows your team to reactively engage with ecosystem data
So if you can train them on how to use this and give them access to it
The co-pilot is designed to be everywhere that your team works
It works in sales force have spot gone and we have a more recent release. We're
really excited about
Um, which is chrome extension and i'll show you that next but that allows you
to not only like take these insights outside of the crm
Right like any website
Um, but it also works over crm
So you don't need to like engage your um rev ops team or like resources in that
way if they're not ready to install a lightning
Object, you can still have that co-pilot working over like a sales force
Um, so like I said, it services data right on the account and opportunity page
Um, if you have a sales team that is uh, maybe new to working with partnerships
Um, just starting to get it
Uh, what I really like about the account tab of this
Is that we have account highlights and we have a powered plays below here
Already generated it so you do not the way for it to load
But um, this will point your reps in the right direction and it'll make it so
that the people using this
You don't need to be experts in co-selling and working with partners. They have
ideas of what to do right here
Um, the next tab over is the partners tab
If you've used like older versions of our widget, this looks pretty familiar
Um, this shows you all partner relationships in the account right now i'm
looking at my prospect lead company
Uh, and you can see where there is like a prospect relationship, etc
I know a lot of people are looking for those customer relationships so they can
um, um,
Use those for
Warm intros intel stuff like that
So we did make it very easy to find with this nice orange badge
But if you're looking at like pages of partner relationships with totally you
are
Hopefully your partners are really excited to connect with you on cross beam
and are given you lots of data
You can always type up here at the top
Um, and like christin said you can really curate what shows here
Um, the order in which the partners appear
I know a lot of orgs have like tiered programs that kind of thing
Um, you also have these tags that christin was talking about here
So I find this really handy and like operationalizing this data. It gives us
reps like a call to action like, okay
This is probably a better option because it's a channel partner or
I need to reach out for more information about this partner before I do
anything. Who should I contact? Oh, here's the pam
Um, so there's lots of different ways that the reps can use this
One more thing i'll call out here too is like once once you've landed on the
part
You excuse me the partner you want to work with
Click these three dots on the right
This will show you all of the data that the partner in this case hulver is
pointing at you as sharing with you
Um, and you can expand to see the account owners down here
So just another way if you've already established like those rules of
engagement hulver knows that the reps are going to be reaching out
Um, the emails right there and the rep can take it from there
One more thing i'll show you on the co-pilot
Is if your partners are choosing to share contacts with you
They will be available in this tab and you can quickly add them to your crm
So great way to say hey, oh, you know ashby can you introduce me?
Um
So that's co-pilot for salesforce like i said um, it also works in uh like the
linkedin um linkedins of the world
Um, I really like that it works in sales now
So a lot of the time like if you're prospecting you're not even thinking about
going to salesforce first
You're just like poking around on the company page and sales navigator
So the co-pilot experience is very similar here. There's a couple of ui
differences
Um, but this will pop if there's a relationship here
So again, this is really designed to work wherever your reps live
Not sure if I already said this but um something that I really love about this
too
Like I said, is you don't need a serum connected to use this
Um, so this will work if you're if you're just getting started with your
partner program
And will really help grow like you grow with cross-beam essentially
Um as you work on connecting your serum and all of that
We definitely got some love on that last feature there
um, and so
Kristin anything you want to point out here that stands out for you before we
start switching into our next session
No, I think that covered everything and uh, I'm glad you mentioned elizabeth
the chrome extension
We're starting to look into that. It's it's early days for us, but i'm excited
about it
Yeah, we're really excited about it. Um, I think this is really changing the
game because it's a much like lighter lift
Operationally then you know installing something in salesforce, which we all
know can be a bit of it to do
Speaking of things to do. Um for anybody who's interested. I found this page
Uh, I didn't realize a cross beam was uh, you know, not as I thought it was
more expensive