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.
Table of Content
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
About the author
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 Robert JMoore.com
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