How to overlay partners to the GTM bowtie model

A true nearbound partnerships strategy is an overlay on the business that connects every department and every department’s GTM motions.

Using the bowtie model as our anchor, we’re going to break down the prioritize/engage stage of the buyer journey into three categories:

Why partners are critical to this stage of marketing
How to best use Reveal
Plays to execute at this stage

Purpose: To help buyers become solution-aware and solution-ready, leading to conversion.

How partners help:

Access to critical intel
Can influence purchase decisions
Make intros with key decision-makers
Co-sell together

Which department(s) are most involved:

Marketing
Sales
Customer Success

Partner types:

ISV (tech) Integration partners
MSPs and other service partners
Resellers / distributors
Consultants / Agencies
Strategic Alliance Partners

Why partners are critical to this phase

In the Engage stage of the buyers’ journey, buyers are making major decisions about whether or not to purchase your product or service.

Potential customers are:

Demoing your product
Seeking outside references
Surfacing objections
Evaluating costs and benefits

Sellers are very involved in the Engage stage, running demos and working to address objections. While Sales is primarily responsible for the outcomes of the Engage stage, Marketing supports them with material like pitch decks and case studies.

Within the past year, the Engage stage has become infinitely more difficult. Budgets have gotten tighter, more decision-makers are required to make a purchase decision, and every company is cutting “nice to have” software and services.

Not to mention, every buyer is overloaded with emails, calls, and media. It’s getting harder for Sellers and Marketers to effectively engage potential buyers.

This is where partners are helpful.

Buyers today are not only informed, but they also have a no-BS mindset. They care about their time and don’t want to waste it.

The best Sellers employ a mix of research or Show Me You Know Me, and exclusive partner intel, influence, and intros to move conversations forward that would otherwise stagnate.

They ask trusted sources for exclusive intel to help them build stronger pitches and make the most of every conversation.
They learn a potential customer’s tech stack and ask key partners to endorse their product.
They avoid crowded inboxes by getting intros from known and trusted individuals.

If that sounds great then why aren’t more Sellers leaning on partners?

Sellers have traditionally feared involving partners in their deals, afraid partners would complicate or slow them down.

It is the responsibility of the partner manager to properly overlay partners on existing Sales motions to help Sellers, not create issues.

So how do you do that? Click here to read the full blueprint.

Steal this engage play: customer stories

Use these eight steps to engage potential customers.

Work with your partner to find a joint customer that aligns with the target audience and best tells your better-together story.
Co-create a list of interview questions for the customer that keeps the conversation focused on the story you want to tell. However, remember to stay open to the things the customer is most excited about; this is how you discover unique use cases in your product.
You, the partner, and the customer conduct a recorded interview.
Find and clip the best moments in the conversation to use as promotional materials, and to make both the partner and customer famous.
Write the story. Remember that the goal should be to tell the story that solves a problem for your buyers and customers, not to focus solely on your product.
Share promotional assets with your partner and the customer. Make it easy for them to share with their network.
Share the story with your customers who are prospects of your partner, and have your partner do the same with your list of prospects.
Reuse the story in other content, such as subsequent strategic articles or Sales/CS decks.

If done well, these activities lead to a conversion of the customer. In the Conversion stage, partners can help with intel, influence, and introductions to decision-makers, helping your Sales team finalize the deal. To learn more how to leverage partners in the Conversion stage, check out the Nearbound Sales Blueprint.

Keep reading here.

UPCOMING EVENTS

Stuff you don't want to miss!

TODAY—June 12th—Partnerships 101 (What's a Good Partnership)—Join Arun Kumar (Director of Strategic Partnerships at Incentivio) and Scott Pollack (CEO at Firneo) where they will explore the building blocks of successful partnerships in the tech industry. Register here.
Nearbound Summit 2023 Recordings—The future of GTM is nearbound. Watch the recordings to hear how B2B leaders across departments unite with Nearbound strategies and tactics. Listen here.

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