Michael Lukianoff’s Post

Repost from Allbound: Usually, the first week of the New Year brings posts like "this is gonna be my year."🕺 ❌ Well, we disagree. ❌ This is the year of partnerships. The year that partnerships finally get a seat at the (adult) table and are recognized as just as impactful as "inbound" or "outbound." Here’s why we know this is true: 🤜 🤛 92.9% of sales leaders report that their reps are collaborating with partners to close deals 🏆 Most leaders believe that partner-attached deals are at least 26-50% more likely to be won than average 🤝 Prospects don’t trust salespeople, but they do trust the people they know 🖥 Markets are oversaturated and the introduction of AI had led to hesitant buyers If you haven’t implemented a hashtag #nearbound strategy, the time is now. Don't know how to get started? We dropped some of our favorite resources to help you get started (or optimized) in the comments below. 👇 hashtag #partnerships #partnerecosystem #allbound #prm

Partner-led growth is about getting to the relationship in different, more natural ways. In today’s GTM landscape, it’s no longer about taking a linear approach with X number of emails, a few phone calls, and some generic LinkedIn engagement. People-first GTM is about the dance, not the walk. You’re using existing relationships to warm up the relationship you’re hoping to develop. You’re creating helpful content with a known, trusted person who forms a connection with you, and who you can engage with and ask questions. It’s about having conversations with people who are trying to sell to a similar set of accounts and sharing learnings. It’s about asking customers for referrals and being part of the community-building process by teaching other customers how to do what they did.  It’s the idea of six degrees of separation. That’s what People-first GTM is all about. And now, thanks to technology (hint Commsor 🦕) and social media, the actual proximity to someone is very short. It’s the perfect time to partner with people to increase your distribution leverage. Instead of just going to market alone, go-to-market with other people. Think go-to-network first, go-to-market second. People magnets instead of lead magnets.

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Partner Ops isn't just a luxury—it's necessary to execute your nearbound strategy with precision and impact. As your program scales and partnerships grow in complexity, having a dedicated Partner Ops person becomes indispensable. They serve as the linchpin, sourcing and disseminating crucial data while providing invaluable insights into partner involvement, deal wins, and engagement levels. Harnessing the power of nearbound data alongside Partner Ops is a game-changer. With this dynamic duo at your disposal, you'll effortlessly demonstrate your value to the C-suite, leaving no doubt about the strategic importance of partnerships. Learn how to better leverage nearbound data and Partner Ops from experts like: Mary Vue, VP of Marketing and Partnerships at Syncari, Kelly Sarabyn, Head of Product Partnerships and Enablement and Advocacy Team at HubSpot, Jill Rowley, Head of Strategy and Evangelism at Reveal, Elliot Smith, Head of Partnerships at 6sense, and Mike O'Neill, VP of Partner Sales at Box. Get access to the webinar here: https://lnkd.in/du4_FiBE And read the step-by-step guide here: https://lnkd.in/gq2-36sA ops

Founder Flashback Friday (3 F's) Founder-led sales ➡ Product-market fit One of the trickiest times for a founder is when/if they close a large deal (especially before funding), which is the first few deals. Why Dale, This seems exciting and will bring revenue into the company. Yes, all of this is true; however, the founder then believes that they have a company - this is not true. You have a project or 2. Okay, Dale, so what should we do next - here are five steps to consider: 1) Ensure that you execute with excellence for these customers 2) Work with someone to start documenting your value prop, ICP and buying persona 3) Do not institute too much process 4) Get market feedback on all of the messaging you are sending out 5) Understand the feedback and decide what is valid and not valid - rebuild your messaging Get the fundamentals down before you go crazy starting to hire alot of people. Document what you think is proper, then test the heck out of it - sorry, your assumptions will be wrong. This is a small part of a larger framework that Adam Jay and I build out with our customers to ensure they transition from Founder-led to Product-market fit (the next level is SCALE). Sign-up for our newsletter if you want more tips and tricks in the GTM functions. #GTMofficer #Founders #ProductMarketFit

Just closed 2 big deals in the past 30 days. No outreach of any kind. It's been 2+ years since I've been in touch with either. How? I post on LinkedIn 4+ days per week. I'm constantlyly top of mind. Ironically, I don't recall either of them interacting with my posts. But they see and read them regularly (which is what they told me). Why do I share? Many read your posts (even if you don't think they do). Keep doing it. It has been a game changer for me and many I know. #sales #rightchoiceresources

Why partnerships are your secret weapon. Partnerships are more than a revenue channel or a team. Partnerships are a force multiplier to... - Reduce CAC - Get attention - Reduce churn - Increase CLTV - Generate leads - Fill feature gaps - Drive reputation - Boost your reach - Increase deal sizes - Increase close rates - Shorten sales cycles - Reduce time to value - Reduce marketing spend - Drive customer happiness - the list goes on and on and on… Here's the thing though: a) You have to actually measure the impact of partnerships, otherwise, you will sound like the guy always taking credit for everything. b) Focus on a limited number of KPIs and optimize for them; don't try to be everything for everyone.

Picture this: a tech startup founder approaches me, seeking guidance in sales. My initial reaction? Laughter. Not because the request was absurd, but because it struck a chord of irony. You see, while I excel in marketing, sales has never been my forte. Ok, I suck at it. Instead of scrambling to close deals, I rely on a different strategy—one rooted in authenticity and trust (mostly out of complete neccesity). I lean on testimonials and referrals, letting the success stories speak for themselves. In fact, my most visited webpage is kind of a testament to the impact of my marketing prowess: https://lnkd.in/g5MxEqXb But here's the twist: my lack of prowess in sales doesn't equate to a lack of appreciation for its importance. Quite the contrary. Surrounded by some of the industry's finest sales professionals, I've come to understand the symbiotic relationship between marketing and sales. In my eyes, marketing lays the groundwork for sales triumphs. It's the cornerstone upon which successful businesses are built. So, while I may not be your go-to for closing deals, I'm your secret weapon for crafting compelling narratives, building brand loyalty, and driving meaningful engagement. Also, this story is real and she gave me my laugh for the day ;) #MarketingMatters #BusinessGrowth #BrandBuilding #SalesSuccess

As a consultant we have found most organisations lumping these uniquely different functions into one Department called Marketing, this is a grave mistake as the thress functions are extremely different form each other and require different performance measures. The post below describes the differences. #tavetose #togetherforthelongrun#sales#businessdevelopment#strategy

Ever thought about how businesses expect to ramp up sales without keeping the conversation going? It's like trying to make plans without texting your friends first – you'll end up missing out! Consistent outreach isn't just about selling; it's about staying connected and building trust. Without it, you might as well be whispering in a crowded room. Do you have a outreach plan? #keeptalking #SalesConnection #BusinessChatter"