November 4, 2024

Issue #688

As the year wraps up, it's the perfect time to gear up for success by rethinking your approach to pipeline creation and integration strategy.

If you’re ready to break down silos and maximize growth, this one’s for you!

PRINCIPLES

Maximize pipeline creation

Last week Chris Walker, CEO at Passeto, shared the following video on LinkedIn (watch his video here):

It basically talks about a problem we all have: Inconsistent pipeline creation.

To avoid substantial financial losses, CEOs and CROs must establish a rigorous, cross-functional Pipeline Creation Methodology that aligns Marketing, Sales, and GTM teams on growth goals.

With each quarter of inaction, companies risk losing millions in enterprise value, compounding these losses and delaying long-term growth potential.

The solution: Empower your teams to break down silos, set actionable targets, and address pipeline issues with measurable impact, protecting and increasing shareholder value.

TACTICS

Generate millions in partner-sourced pipeline in your first year

To generate millions in partner-sourced pipeline within the first year of leveraging your ecosystem, focus on building a foundation that emphasizes strategic alignment, partner selection, and long-term value creation.

Here’s a step-by-step tactic based on the insights from Marco De Paulis, Director of Partnerships at Loop:

1. Internal alignment

Conduct interviews with key stakeholders to understand how partnership efforts can support their goals, which builds a network of champions within the organization. Establish clear communication channels and training sessions for these teams to ensure they’re informed and engaged with partnership objectives.

2. Identify and engage existing partnerships

Before building new relationships, dig into any current or underutilized partnerships. Engage with these partners to understand their experience and needs. This can reveal quick-win opportunities and help refine your Ideal Partner Profile (IPP).

3. Prioritize a few high-impact partners

Prioritize long-term partnerships with high growth potential, and develop co-marketing campaigns, integrations, and regular communication to build trust and generate pipeline opportunities over time.

4. Enable your internal teams

Ensure all customer-facing teams are empowered to promote and support partner solutions. Provide sales with enablement materials, such as playbooks or scripts, to help them identify partnership opportunities that align with customer pain points.

5. Measure and showcase impact beyond revenue

To build momentum, develop an influence attribution model that shows how partnerships contribute to pipeline metrics like Average Sales Price (ASP), deal velocity, and customer retention.

6. Scale and optimize

As pipeline momentum builds, consider hiring dedicated partner managers and operations roles to handle the operational load and further drive engagement. Continue refining and iterating your approach based on feedback from partners and internal teams to ensure partnerships continue to thrive and contribute to business growth.

If you want to learn more about how to increase your pipeline don’t hesitate to send Marco a DM.

PHRASE OF THE DAY

Does this one sound familiar?

STUFF YOU CAN’T MISS

• 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.

• November 12 - 14 — B2B Forum

B2B Forum, the B2B marketing conference from MarketingProfs, is coming to Boston, MA. Learn how to drive growth, elevate brand reputation, prove ROI, and stay ahead of the ever-changing marketing curve. Register here.

• November 20 — GTM Partners Better Together Roadshow: San Francisco

If you’re a GTM leader, join the first B2B go-to-market conference focused on unifying teams and tech. The Crossbeam team will be at the next event in San Francisco, learn more here.