Partnerships are not B2B

Sure, you can win a customer’s trust. But can you make a partner trust you with their customers?

The real power of partnerships is when your partner believes in you enough to introduce you to their entire network. This kind of trust doesn’t just open doors; it builds a bridge to endless growth, creating a domino effect of new opportunities.

Just as Sonya Jamula, Vice President & Head of Partnerships and Alliances at Gusto, said to Franz-Josef Schrepf last week (watch the clip here):

“Partnerships are not B2B. They're B2B2B.”

In the world of B2B2B, your partner’s trust is the ultimate growth hack.

Earn it, nurture it, and watch your influence multiply!

TACTICS

Are you hitting the sweet spot of true solution value?

Linkon Axon, founder of Arys, believes in one crucial rule of growth:

Value drives everything — for customers, for partners, and for your own business. But it’s easy to get so laser-focused on one value area that you miss out on the rest.

Here’s his breakdown for a winning "value alignment" (he shared it on LinkedIn last week):

1. Customer value:

Are you actually solving a problem for them? Does your solution boost revenue, reduce costs, or meet a need that’s crucial to their top decision-makers? If not, the journey may end right here.

2. Your value:

What’s in it for you? Does this solution set you apart in the market? Does it create enough revenue and margin to drive your growth forward? And — this one’s key — are you giving sales teams a reason to rally behind it?

3. Partner’s value:

And here’s the part most forget. For your partner to trust you enough to bring their clients on board, your solution has to make sense for them, too. Does it align with their business model, add a unique edge, and motivate their sales teams to push it?

Together, these three pillars create the Solution-Value Fit.

If you miss one, you’re left with gaps that can stall deals, lose partner interest, or leave your own goals unmet. But nail all three, and you’ll create a compelling, trust-driven ecosystem that fuels growth for everyone involved.

MEME OF THE DAY

The fight with AI

Between you and me, I don’t think AI can create long-term relationships or trust as well as you can do it.

STUFF YOU CAN'T MISS

- November 11-14 — Web Summit — TODAY

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.