Leveraging Client Relationships in your Go-to-Market Strategy

October 19, 2022

EVENT RECAP

📣 Elaine Beitler served as the CEO of Browz, a Supply Chain IT company, where she built such deep industry relationships that she was asked to serve as Board Chair of the National Safety Council, a major industry association. In this roundtable, she explains how building personal connections with customers can help go-to-market leaders meet more prospects, spread the word about their products, and gain invaluable information about their company’s competitive landscape.

⚙️ Key Takeaways:

How to be a partner vs. a vendor to your clients
Identifying clients who have the potential to be “super-recommenders” for your company
Partnering with clients at events (e.g. trade shows)
Partnering with clients on content marketing (white papers, learning sessions, co-sponsored research)

✅ Ideal for: marketing, customer success and strategy leaders

Video:

Slides:

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Here are some other resources related to this topic:

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Leveraging Client Partners in Your Go-to-Market Strategy

Elaine Beitler served as the CEO of Browz, a Supply Chain IT company, where she built such deep industry relationships that she was asked to serve as Board Chair of the National Safety Council, a major industry association. In this guide, she explains how building personal connections with customers can help go-to-market leaders meet more prospects, spread the word about their products, and gain invaluable information about their company’s competitive landscape.

Selecting and Supporting a Go-to-Market Partnership

Lisa Thoman Lawson is a partner at LTL Consulting, an advisory that helps growing SaaS companies define, build, and optimize their partnership and channel strategies. She has 15+ years of partnerships experience, including positions at Optimizely, thismoment, Returnly, Microsoft, and Segment. In this guide, Lisa walks through selecting and supporting a partner model that fits your business’s needs.

Planning a SaaS Partnership Strategy

Sunir Shah is the founder of AppBind, a tool for resellers to manage SaaS subscriptions. He runs the Cloud Software Association, a SaaS partnership industry network, and previously led partnerships at FreshBooks. In this guide, he lays out how SaaS companies should think about integration, reseller, and marketplace partnership strategy.

Enabling Service / Consulting Partnerships

Zak Pines is VP of Partnerships at Formstack, a workplace productivity platform, where he’s built a team that manages hundreds of consulting and integration partners, responsible for 30% of the company’s new business. In this guide, he lays out the key components of partner enablement, and outlines how to create power-users and advocates at partner agencies and consultancies.