Crossbeam

If you couldn’t attend our webinar on the future vision and roadmap of Crossbeam‎ and Reveal‎, here are some top takeaways: 1.  Driving sales with ecosystem data: Upcoming features and improvements aim to help you discover and accelerate deals using ecosystem data. These include improvements to Copilot functionality and a better view of prospects and opportunities. 2.  Deep dive into measurements: You’ll get access to ready-to-use reports and dashboards for you to understand your ecosystem's impact on their businesses. 3.  Crossbeam's future integrations: We have some exciting partnerships coming soon, so watch this space.  Watch the entire product roadmap webinar here: https://lnkd.in/gpqjbRGM P.S. Join the Crossbeam User Community to keep learning about strategies for cross-selling and upselling, and share Crossbeam insights with other GTM leaders (link in comments).

"Outbound is Dead" is a great bumper sticker but it's also totally false. Outbound works really well... as long as you have product market-fit and you're reaching out to the right people at the right time. It's a unlock of invisible demand, not a demand generator. Modern signals - enhanced by ecosystem data, AI, and other bleeding-edge tools, are uncovering that invisible demand in ways that make the previous categories of buying signals feel obsolete. I end up talking about it every day with our customers, and here's a rundown.

Ecosystem-Led Growth (ELG) leverages partnerships as the primary route to attract, convert, and grow customer relationships. As Suraj Atreya, GTM Marketing Leader Strategic Alliances Partnerships at Rackspace Technology‎, shared on LinkedIn last week: “Imagine it like a thriving forest ecosystem: trees, insects, fungi, and animals all play unique, interdependent roles, creating a balanced environment that allows everything to flourish. In business, it’s the same. Each partner brings distinct strengths and resources to the table — working together, you create a richer, more resilient foundation for growth than any one company could achieve alone.”

Go-to-market strategy today isn't just about internal clarity and alignment. It's also about external synergies with alliance partners to build sustainable competitive advantages and drive profitability. Ecosystem-led Growth incorporates this shift leveraging partner ecosystems as the primary means to attract, convert, and grow customer relationships. Think of it like a forest ecosystem. Trees, insects, fungi, and other animals form a complex web of interdependencies, each playing a crucial role in the ecosystem's health and growth. A tree provides shelter for birds, which in turn disperse the tree's seeds. Fungi form underground networks facilitating nutrient exchange between plants. This delicate balance ensures that the forest ecosystem thrives. Similarly, in ELG, businesses create mutually beneficial partnerships that drive collective success. Each partner brings unique strengths to the ecosystem, creating value that no single entity could achieve alone. I recently picked up Bob Moore's "Ecosystem-Led Growth" which offers valuable insights into how this approach is reshaping enterprise GTM strategies. Bob outlines how ELG impacts core business functions: 1. Ecosystem Development: Focuses on strategic data-driven partnerships. For example, Gong has built and scaled a robust partner ecosystem that creates a continuous cycle of quality partners, product integrations, and customer impact. 2. Ecosystem-Led Marketing: Generates compelling ways to increase engagement with target accounts and enhance their chances of engaging in the buying cycle. By running ELG plays at every stage of the funnel, LeanData grew partner-influenced revenue from 3% to 80% in a year. 3. Ecosystem-Led Sales: Emphasizes co-selling which means selling together, a natural extension of the winning together mantra of partnerships. Finding the collaborative play on a specific account is an important dance that can happen at the strategic level or even on a rep-to-rep relationship basis. 4. Ecosystem-Led Customer Success: Aims to reduce churn and grow accounts. Slack's integration capabilities, for instance, make it invaluable to customers improving NRR (Net Revenue Retention) and CLV (Customer Lifetime Value). Instead of asking, "How can we do it all?" we should be asking, "Who can help us do it better?" and "How can we create exponential value for customers?". I definitely recommend picking up a copy - it's an interesting read! 😀

Ecosystem data and AI are a match made in heaven. Partner CRM data can turn any generic AI agent into a strategic game-changer for how your company scales revenue. This came up in a recent convo and is worth repeating: we are all going to be using AI agents to improve the experience we create for our customers and prospects - but they will only be as good as their context windows. - Who is this prospect working with? - What is already in their tech stack that correlates to better outcomes for you? - What have they bought or learned about recently? - Who are their key decision makers? Imagine how differently your agents can do their jobs with this data at their fingertips. Second-party data from your ecosystem is the most powerful context imaginable - far more useful than generic third-party data enrichment or limited knowledge from your CRM. This ecosystem data provides context that no LLM could possibly know otherwise, no matter how amazing its capabilities. Whether you're using AI to train reps, ride along on calls, or conduct interactions directly, it needs all the context it can get in order to be useful. This next generation of co-pilots, agents, and AI-enabled tech is going to live or die based on what it can see in the moment it does its work - and if it can't see into your partners' CRM data, it's missing the most valuable part of the story.

B2B sales tip: Today’s buyers don’t want endless discovery calls. They want control, but they also want meaningful insights. Walnut’s CRO Catie Ivey hits the nail on the head: The new era of buyer-led sales is all about making every interaction count. Let’s face it — buyers often prefer self-serve, and a great rep is invaluable when it’s time to step in with tailored expertise. At Pavilion’s 2024 GTM Summit, Catie led a session on the new era of buyer-led sales and how to adapt to it — on ELG Insider, you can find some of her most important insights along with how they connect to your Ecosystem-Led Growth strategy: https://lnkd.in/gH7mSnuH

How Crossbeam‎ Copilot helped Drata‎ close deals faster! 🚀 Sales teams everywhere are looking for ways to break into the right accounts and close deals quickly. For Drata, the solution was Crossbeam Copilot. With Crossbeam Copilot, Nate Kanat, Account Executive at Drata, and his team are able to: ☀ Secure warm introductions to key decision-makers in hours  🤝 Quickly identify co-selling opportunities within their CRM 🚄 Close deals faster, cutting down weeks of cold outreach Already a paying customer? Install the Crossbeam Copilot for Chrome extension and take it for a test flight today 🛫

Seeing some very cool stuff lately inside our customers' sales orgs. Companies are adding Crossbeam into the mix alongside tools like Clay, Common Room, and RB2B to create lead gen and selling supermachines. This used to feel like a cool growth hack, but it's increasingly seeming mainstream. We've got integrations coming soon with a bunch of these "modern sales stack" companies and the Crossbeam data is a powerful way to source new target lists, enrich existing leads with partner CRM data, and qualify/classify accounts for higher quality targeting and messaging. Some details examples are in the vid. Is your company doing this?

Did you know your partners hold the key to unlocking insights that LinkedIn and Google can't give you? Companies like Fullstory and Gainsight are tapping into Ecosystem Intelligence to: 🔓 Understand customer pain points 🔓 Create joint value propositions  🔓 Win deals faster Your ecosystem isn’t just a network — it’s a goldmine of real-time data. Learn how to harness it to sell, market, and serve better. 🔥 Explore the 5 ways you can leverage ecosystem data to get ahead: https://lnkd.in/gPZE54j9

*SURVEY CLOSES FRIDAY 10/25* Have you taken the Pavilion and Crossbeam 2024 Future of Revenue survey? If you’re a leader in sales, partnerships, marketing, or customer success, share your best strategies to help shape the next generation of GTM. It only takes about 7 minutes, and you’ll get access to the report before its official launch. You only have two more days, clock’s a-tickin’! ⌚ https://lnkd.in/gBv_cShM