Flip the script on outbound and inbound

Nearbound.

It’s what’s coming after outbound and inbound ⏭️.

It’s how marketing teams market with partners.

It’s how sales teams sell with partners.

It’s how success teams serve with partners.

It’s the fastest-growing GTM motion this decade.

What’s most important IMO to distinguish is that it’s not about the partner team working with partners to market, sell, or serve.

It’s about the partner team orienting their company’s people to work with them.

If you want a partner program and company doomed to fail, create BIG, GIANT, WALLS around your partnerships department.

Make the partner department market with partners without the marketing team.

Make the partner department sell with partners without the sales team.

Make the partner department serve with partners without the success team.

Or, flip the script, and invert the problem:

💡Make your partner department a partner to every department and every partner a teammate to every employee.

And run Nearbound plays—together.

Partner departments should own the relationships, but each other department should own attaching and running the plays.

That’s it. That’s the secret.

It’s that simple. Perhaps that’s why it’s catching on.