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ELG Insider

Crossbeam Free Intermediate

The closest thing partnerships has to a trade publication: account mapping tactics, co-sell plays and partner ops case studies, published weekly. Read it for the mechanics and discount the platform pitch.

Open on insider.crossbeam.com ↗

It answers 6 questions

  1. I have just been handed partnerships as my job. What do I do in the first 90 days?
  2. How do I get a partner's reps to actually mention us in their deals?
  3. What should a tech integration partnership include beyond a logo swap?
  4. How do I run account mapping with a partner without giving away our pipeline?
  5. What operations do I need behind channel: deal registration, PRM, attribution?
  6. Is ecosystem-led growth a real strategy or just a vendor's marketing?

Read with it

  1. The book that named the shift from 'what should I buy' to 'who do I trust', and the best argument for pushing partner signals... Goodreads Book · 225 pages Nearbound and the Rise of the Who Economy Jared Fuller and Jill Rowley
  2. A small company showing its own numbers: their partner manager took the program from under 4% to 10% of revenue in a year on... Close Article · 14 min read Building a B2B SaaS Partner Program: Our 8-Step Process Amy Copadis
  3. The benchmark dataset for marketplace and co-sell: multi cloud sellers at 29% of revenue through marketplaces versus 3% for... Tackle Report · 25 min read The 2025 State of Cloud GTM Report Tackle
  4. First hand from the person who ran HubSpot's channel for a decade, with the four maturity stages and the argument that support,... SaaStr Article · 10 min read HubSpot's ex-VP of Channel Sales: How to Build The World's Best Channel Sales Program David Shepherd
  5. The best plain English glossary of the nine partner types plus 20 metrics to track, which is exactly what you need when you are... HubSpot Blog Article · 15 min read Channel Sales: What It Is and How to Create Your Program Aja Frost
  6. Makes the point most first timers miss: channel accelerates growth that already exists, it does not create it, and you should... GTMnow Article · 10 min read How to Get Started With Channel Partnerships for SaaS Businesses Shubham Sood
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