ELG Insider

Your best deals are hiding in plain sight. 👀 New logos are great, but your biggest revenue opportunities? They’re likely sitting in your existing accounts. We analyzed a cohort of 300 Crossbeam‎ customers and learned that there’s $86 billion in open opportunities on their existing accounts that their partners can help close. When sales cycles are long and costly, customer expansions and upsells could help you win more and spend less. Tapping into current customers isn’t just an easier sell—it’s a strategic growth lever. The key is knowing where to look and how to engage. Here are three proven ways to drive expansion: 🔍 Leverage partner data to spot expansion signals Your customers are already working with your partners. Mapping those relationships can surface cross-sell and upsell opportunities that feel organic—not pushy. 💡 Turn champions into multipliers Happy customers don’t just renew—they advocate. Proactively identify internal champions who can introduce your solution across business units or refer you to peers. 🎯 Get smart about risk & retention Renewals shouldn’t be last-minute scrambles. Use data-driven insights to detect churn risks early and re-engage with tailored value-adds. Too many companies chase new deals while leaving goldmines of revenue untouched. The most successful teams are customer-first and data-led, turning relationships into recurring revenue streams. Learn how to maximize your existing accounts. Link below!

Alignment between partners starts with a hyper focus on the customer. Bryan Williams, Founder of Hockey Stick Advisory, shared last week on LinkedIn, “All the time we see partnerships that look great on paper but fall flat in execution because they lack actual alignment.” Misalignment is one of the most common causes of companies leaving revenue on the table. The 2024 State of Partnership Leaders report and the 2025 Future of Revenue report by Pavilion and Crossbeam showcase how misaligned GTM teams are 70% times more likely to experience extended sales cycles and miss goals. Bryan’s tip to end misalignment once and for all (especially in partnerships) is to unlock organizational buy-in from both sides and focus on building interconnected plans. Bryan explains: “Work on a framework for accountability, alignment, and shared outcomes because when done right, they secure buy-in from both organizations and pave the way for partnerships to deliver real results." Read Bryan’s complete post here and learn more about how involving your network can help you win more deals: https://lnkd.in/e2ipmyEK

Where can you get success stories, playbooks, updates from the community, and resources to help you drive revenue faster through your ecosystem? 📥 Your inbox. Every Friday, our 50k+ subscribers get access to the latest research, freshest takes, and our newest content to make sure they have the tools they need to succeed with Ecosystem-Led Growth. Stay up-to-date, grow your skillset, and have some fun. Subscribe at crossbeam[dot]com/insider

When it comes to surviving in the wild (whether that’s the business jungle or the savannah), partnerships are the cornerstone of evolution. Take the rhino and oxpecker, for instance. They might not look like your typical "couple goals", but their partnership is a match made in symbiotic heaven. What can B2B partnerships learn from this unusual duo? 🤝🏼 Match capabilities with needs: The oxpecker doesn't just hitch a ride on the rhino; it provides real value by keeping the rhino bug-free. Before jumping into a partnership, audit your capabilities. What do you bring to the table? The more value you offer upfront, the stronger the relationship will grow. 🧠 Think long-term: Sometimes, the oxpecker gets a little too close for comfort. But even with the occasional discomfort, the rhino knows the long-term benefits outweigh the short-term annoyances. In business, don’t focus only on immediate gains. Build trust and give before you ask. A “give-to-get” model will set you up for a long-lasting, fruitful partnership. 💪 Evolve beyond the initial value proposition: Did you know the oxpecker’s role evolved from picking ticks to helping protect rhinos from poachers? That’s adaptability. Similarly, partnerships should grow and shift over time as you better understand each other’s needs and evolve to meet them. So, this Valentine’s Day, let’s take a page from the rhino and oxpecker’s relationship book. It’s not about what you can get, but how you can grow and support each other. Check out this gem from @James Prince to learn more about how symbiotic relationships in nature teach us about partnerships: https://lnkd.in/eeeqjVcV

When do you need a partner introduction? Spoiler: the answer isn’t "always." (You know who you are, the person who asks for an intro every time they see a new name in someone’s LinkedIn connection list. Stop that. 😅) Here’s the deal — asking for an intro isn’t just about the “please pass me along” part. When you ask for an intro, you’re borrowing someone’s hard-earned trust. So, you better handle that trust carefully. But when is it actually okay to ask for that intro? 🤔 Here are the magic moments: 🚪 Breaking into a new market: Imagine this – Let’s say you’ve identified a promising vertical or market but don’t have the internal connections to make an impact. This is where a warm intro from a partner, resellers, or even someone within your extended network can open doors. 🎯 Accessing the C-Suite: Trying to go straight to the decision-maker? Get a warm intro from someone who actually knows them, and you’ll skip the line. 💼 Building trust with skeptical prospects: We all know how skeptical prospects can be these days. But if someone your prospect trusts introduces you, you’re not just another cold caller. You’re the VIP. 🤝 Reconnecting after a long time: Been a while since you met someone at that trade show? Instead of sending them another “Hey, remember me?” email, use that mutual connection to reignite the relationship. Remember, you don’t get a free pass to someone’s trust just because you asked for an intro. It’s a two-way street. Learn more about why warm intros work, when you should use them, how to nail them, and stats from companies that have mastered the art of warm introductions: https://lnkd.in/egKiSspp

Discover how sales teams from companies like G2, Gong, and Chili Piper are integrating ecosystem data into their current sales cycles to boost revenue and close deals faster. Join us for the launch of the State of Partner Sales report on February 18th at 9am PT / 12pm ET / 6pm CET to dive into the real stories from real leaders like Alexis Bonavota, Jon Maly, Alexis Petrichos, and Ashi Aber. Bring your questions! Get your spot here: https://bit.ly/4aRiT12

Resellers and ISVs often struggle to scale together due to misaligned goals, clunky processes, and, worst of all, a lack of visibility into shared opportunities. That’s why Sheldon Mydat, Suppeco’s CEO and Founder, took an ELG approach. By integrating WeTransact, Crossbeam, and leveraging the Azure Marketplace, they built a scalable reseller motion that unlocked a high-value pipeline — without the usual headaches. Here’s what made their strategy work: 🔹 Account mapping to align resellers with the right ICPs 🔹 Outreach support to simplify reseller engagement 🔹 Enablement and incentives to keep partners invested 🔹 Iterative feedback loops to refine and optimize their motion The big question: Are you treating your reseller program like a transaction or an ecosystem? Reseller growth isn’t about guesswork — it’s about ecosystem strategy. If you’re looking to scale beyond the guesswork, Suppeco’s blueprint is one to follow. Read Sheldon’s full story and start building your high-growth reseller motion: https://lnkd.in/eigU7GMi

Shopify’s approach to ELG proves that success isn’t just about having the right product or the best sales team. It’s about breaking down silos, aligning sales and partnerships, and tapping into the power of your network. The results? ✅ Faster deal cycles ✅ Expanded market share ✅ Stronger customer relationships The State of Partner Sales: Studies in Excellence is here to show you exactly how top companies like G2, CallRail, Aircall, IBM, Chili Piper, and Gong are winning with ELG. Grab your copy to dive into the stories and read the foreword from Ritu Khanna and Bobby Morrison: https://lnkd.in/e9dr7Fwk

Looking for your next big move in partnerships? 🌎 There are 150+ open roles waiting for you on Partnership Leaders‎' job board!  Check them out here: 👉 https://lnkd.in/g7XeqYZ8 If you're a partnership leader exploring new opportunities in the U.S., Canada, Australia, France, Germany, India, the U.K., and 18+ other countries, this is the perfect place to start. Top companies like Hubstaff‎, Iterable‎, Fever‎, Google‎, Ramp‎, PwC‎, Bolt‎, Semrush‎, and many more are looking for talent like YOU!  Let’s end the week on a high note — tag someone who should see this!

The future of partner sales is here! Join HubSpot, Crossbeam, and Partnership Leaders (and their special guests Gong, Chili Piper, and G2) on February 18th for the State of Partner Sales 2025 launch event. This webinar is your front-row seat to the strategies that are reshaping how sales and partnerships work together. What’s in store: - First access to insights from The State of Partner Sales report. - Stories from companies like G2, Chili Piper, and Gong showing how they’re winning with ELG. - Practical tips for integrating partnerships into your sales strategy. Aligning sales and partnerships is no longer optional — it’s essential. Let’s show the world how ELG can drive growth. 👉 Register now: https://lnkd.in/gVsU2Wju