Ecosystem-Led Growth - A Blueprint for Sales Marketing Success Using Power of Partnerships

A blueprint to new levels of company growth leveraging your firm's Partner Ecosystem
 
In Ecosystem-Led Growth: A Blueprint For Sales and Marketing Success Using the Power of Partnerships, veteran entrepreneur and tech leader Bob Moore delivers an intuitive and insightful guide to using your company's Partner Ecosystem to unlock countless leads, break sales records, scale your organization, and build a once-in-a-generation business. In the book, you'll discover why partnerships are no longer the domain of "partner people" schmoozing at conferences. Instead, they can be used to unlock vast amounts of data, new relationships, and scalable growth plays.
 
You'll learn about:
* Transformational technologies that bring partner data to your fingertips
* Savvy companies and executives who convert that data into untapped growth opportunities
* Real-world examples of go-to-market leaders at dozens of leading tech companies implementing a powerful new perspective on growth
 
An indispensable roadmap to an exciting new strategy for scaling your firm, Ecosystem-Led Growth will earn a place on the bookshelves of managers, executives, founders, entrepreneurs, salespeople, marketers, and anyone else interested in taking their company to new heights.

Sommario

Acknowledgments ix
 
Introduction 1
 
Part 1 My $2.6 Billion Mistake 5
 
1 Muscle Memory and Scar Tissue 7
 
A Revolution in Business Intelligence 8
 
The Rollercoaster of Product- Market Fit 10
 
2 Disruption Is Cool Until It Happens to You 13
 
Amazon's Big Move 13
 
The Modern Data Stack Is Born 17
 
The Ecosystem Effect 18
 
3 How Partner Ecosystems Saved My Career 21
 
Part 2 The Ecosystem Revolution 25
 
4 Decoding the Confusing Language of Partnerships 27
 
Tech Partnerships 32
 
Channel Partnerships 36
 
Strategic Partnerships 38
 
Marketplaces 40
 
Partner Relationship Management 42
 
5 Why Legacy Partnerships Were Set Up to Fail 47
 
6 The Ecosystem Data Layer Arrives 55
 
7 Why Now? The Disruption of Growth as We Know It 63
 
Inbound Marketing and the Great AI Reset 64
 
Outbound Sales: A Negative- Sum Game 70
 
A Targeted Attack on Targeted Ads 74
 
Sales Intelligence: The Bundling Era 76
 
Product- Led Growth: A Different Animal 81
 
Another Door Opens 85
 
Part 3 Beginning Your ELG Journey 87
 
8 Is ELG Right for Me? 89
 
Value Proposition 89
 
Company Scale 91
 
The ELG Readiness Matrix 91
 
9 Getting Buy- In for ELG 95
 
Setting the Right Goals 95
 
Attributing Success to ELG 97
 
Eliminating Partner Team Baggage 101
 
10 Overcoming Security and Privacy Objections 107
 
Can I Trust My ELG Platform? 108
 
Does ELG Itself Expose Me to Risk? 111
 
11 Powering Up Your Account Mapping Matrix 121
 
Part 4 The ELG Playbooks 125
 
12 The ELG Playbook Map 127
 
13 Ecosystem Development: Populate Your Partner Ecosystem with Winners 131
 
Prioritizing Partners 133
 
Curating Data Access 137
 
The Partner Prioritization Matrix 139
 
14 Ecosystem- Led Marketing: Fill Your Funnel with Ecosystem Qualified Leads 143
 
The Ecosystem Qualified Lead (EQL) 144
 
Generating EQLs with Second- Party Data 146
 
Marketing Automation and Account- Based Marketing 148
 
Outbound: Upgrade Your SDRs to PDRs 151
 
Reinventing Event Strategy 155
 
Turning Investors into Pipeline Generation Engines 159
 
15 Ecosystem- Led Sales: Close Bigger, Better Customers Faster 163
 
Strategy and Buy- In: The ELG Sales Tetrahedron 164
 
Meeting Sellers Where They Are 170
 
Co- Selling 177
 
Hyperscaler Cloud Marketplaces 185
 
Training, Enablement, and Accountability 187
 
16 Ecosystem- Led Customer Success: Eliminate Churn and Grow Accounts 193
 
Driving Customer Success with Tech Partners 195
 
Driving Customer Success with Channel Partners 198
 
Conclusion: The Future of ELG 203
 
Glossary 205
 
Bibliography 217
 
Author Bio 223
 
Index 225

Info autore

BOB MOORE is Co-Founder and CEO of Crossbeam, an Ecosystem-Led Growth platform that generates leads, closes deals, and grows companies by leveraging partner ecosystems. He previously co-founded Stitch and RJMetrics, acquired by Talend and Adobe, respectively. Learn more at Crossbeam.com and contact Bob at RobertJMoore.com

Riassunto

A blueprint to new levels of company growth leveraging your firm's Partner Ecosystem

In Ecosystem-Led Growth: A Blueprint For Sales and Marketing Success Using the Power of Partnerships, veteran entrepreneur and tech leader Bob Moore delivers an intuitive and insightful guide to using your company's Partner Ecosystem to unlock countless leads, break sales records, scale your organization, and build a once-in-a-generation business. In the book, you'll discover why partnerships are no longer the domain of "partner people" schmoozing at conferences. Instead, they can be used to unlock vast amounts of data, new relationships, and scalable growth plays.

You'll learn about:
* Transformational technologies that bring partner data to your fingertips
* Savvy companies and executives who convert that data into untapped growth opportunities
* Real-world examples of go-to-market leaders at dozens of leading tech companies implementing a powerful new perspective on growth

An indispensable roadmap to an exciting new strategy for scaling your firm, Ecosystem-Led Growth will earn a place on the bookshelves of managers, executives, founders, entrepreneurs, salespeople, marketers, and anyone else interested in taking their company to new heights.

Dettagli sul prodotto

• Autori: Bob Moore, Bob (Crossbeam Moore, Robert Moore
• Editore: Wiley, John and Sons Ltd
• Lingue: Inglese
• Formato: Copertina rigida
• Pubblicazione: 01.03.2024
• EAN: 9781394226832
• ISBN: 978-1-394-22683-2
• Pagine: 240
• Categorie: Scienze sociali, diritto, economia > Economia > Management; Marketing, Wirtschaft, strategisches marketing, Business & management, Wirtschaft u. Management, Marketing & Sales, Marketing u. Vertrieb, Wirtschaft u. Gesellschaft, Business & Society, Strategic Marketing, Wachstum (Wirtsch.)