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.
By:
Bob Moore (Crossbeam Inc)
Imprint: John Wiley & Sons Inc
Country of Publication: United States
Dimensions:
Height: 231mm,
Width: 158mm,
Spine: 25mm
Weight: 454g
ISBN: 9781394226832
ISBN 10: 1394226837
Pages: 240
Publication Date: 12 March 2024
Audience:
Professional and scholarly
,
Undergraduate
Format: Hardback
Publisher's Status: Active
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
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
