Ecosystem-Led Growth
A Blueprint for Sales and Marketing Success Using the Power of Partnerships
1st Edition
Published on 4. March 2024
Book
Hardback
240 pages
978-1-394-22683-2 (ISBN)
Description
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.
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.
More details
Language
English
Place of publication
New York
United States
Target group
Professional and scholarly
Product notice
sewn/stitched
Cloth over boards
Dimensions
Height: 232 mm
Width: 158 mm
Thickness: 24 mm
Weight
432 gr
ISBN-13
978-1-394-22683-2 (9781394226832)
Copyright in bibliographic data and cover images is held by Nielsen Book Services Limited or by the publishers or by their respective licensors: all rights reserved.
Schweitzer Classification
Other editions
Additional editions
Bob Moore
Ecosystem-Led Growth
A Blueprint for Sales and Marketing Success Using the Power of Partnerships
E-Book
03/2024
1st Edition
Wiley
€20.99
Available for download
Bob Moore
Ecosystem-Led Growth
A Blueprint for Sales and Marketing Success Using the Power of Partnerships
E-Book
03/2024
1st Edition
Wiley
€20.99
Available for download
Person
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 RobertJMoore.com
Content
Author Bio
Author Dedication
Author Acknowledgements
Introduction
Part I: My $2.6 Billion Mistake
Chapter 1: Muscle Memory and Scar Tissue
A Revolution in Business Intelligence
The Rollercoaster of Product-Market Fit
Chapter 2: Disruption Is Cool Until it Happens to You
Amazon's Big Move
The Modern Data Stack Is Born
The Ecosystem Effect
Chapter 3: How Partner Ecosystems Saved My Career
Part II: The Ecosystem Revolution
Chapter 4: Decoding the Confusing Language of Partnerships
Chapter 5: Why Legacy Partnerships Were Set Up to Fail
Chapter 6: The Ecosystem Data Layer Arrives
Chapter 7: Why Now? The Disruption of Growth As We Know It.
Inbound Marketing and The Great AI Reset
Outbound Sales: A Negative-Sum Game
A Targeted Attack on Targeted Ads
Sales Intelligence: The Bundling Era
Product-Led Growth: A Different Animal
Another Door Opens
Part III: Beginning Your ELG Journey
Chapter 8: Is ELG Right For Me?
Chapter 9: Getting Buy-In for ELG
Setting The Right Goals
Attributing Success to ELG
Sourced vs Influenced Outcomes
Measuring Attribution
Eliminating Partner Team Baggage
Push versus Pull
Unmanaged Partners
Conclusion
Chapter 10: Overcoming Security and Privacy Objections
Can I Trust My ELG Platform?
Does ELG Itself Expose Me to Risk?
The Purpose of ELG Platforms
ELG Platform Features that Contain Risk
Common Data Sharing Strategies
Conclusion
Chapter 11: Powering Up Your Account Mapping Matrix
Part IV: The ELG Playbooks
Chapter 12: The ELG Playbook Map
Chapter 13: Ecosystem Development: Populate Your Partner Ecosystem with Winners
Prioritizing Partners
Curating Data Access
The Partner Prioritization Matrix
Conclusion: Your Ecosystem Development Playbook
Chapter 14: Ecosystem-Led Marketing: Fill Your Funnel with Ecosystem Qualified Leads
The Ecosystem Qualified Lead (EQL)
Generating EQLs With Second-Party Data
Marketing Automation and Account-Based Marketing
Outbound: Upgrade your SDRs to PDRs
Building a Qualified SDR Pipeline
Automating Targeted SDR Sequences
Reinventing Event Strategy
Turning Investors into Pipeline Generation Engines
Conclusion: Your Ecosystem-Led Marketing Playbook
Chapter 15: Ecosystem-Led Sales: Close Bigger, Better Customers Faster
Strategy and Buy-In: The ELG Sales Tetrahedron
Meeting Sellers Where They Are
Co-Selling
Hyperscaler Cloud Marketplaces
Training, Enablement, and Accountability
Conclusion: Your Ecosystem-Led Sales Playbook
Chapter 16: Ecosystem-Led Customer Success: Eliminate Churn and Grow Accounts
Driving Customer Success with Tech Partners
Driving Customer Success with Channel Partners
Conclusion: Your Ecosystem-Led Customer Success Playbook
Conclusion: The Future of ELG
Glossary
Bibliography
Index
Author Dedication
Author Acknowledgements
Introduction
Part I: My $2.6 Billion Mistake
Chapter 1: Muscle Memory and Scar Tissue
A Revolution in Business Intelligence
The Rollercoaster of Product-Market Fit
Chapter 2: Disruption Is Cool Until it Happens to You
Amazon's Big Move
The Modern Data Stack Is Born
The Ecosystem Effect
Chapter 3: How Partner Ecosystems Saved My Career
Part II: The Ecosystem Revolution
Chapter 4: Decoding the Confusing Language of Partnerships
Chapter 5: Why Legacy Partnerships Were Set Up to Fail
Chapter 6: The Ecosystem Data Layer Arrives
Chapter 7: Why Now? The Disruption of Growth As We Know It.
Inbound Marketing and The Great AI Reset
Outbound Sales: A Negative-Sum Game
A Targeted Attack on Targeted Ads
Sales Intelligence: The Bundling Era
Product-Led Growth: A Different Animal
Another Door Opens
Part III: Beginning Your ELG Journey
Chapter 8: Is ELG Right For Me?
Chapter 9: Getting Buy-In for ELG
Setting The Right Goals
Attributing Success to ELG
Sourced vs Influenced Outcomes
Measuring Attribution
Eliminating Partner Team Baggage
Push versus Pull
Unmanaged Partners
Conclusion
Chapter 10: Overcoming Security and Privacy Objections
Can I Trust My ELG Platform?
Does ELG Itself Expose Me to Risk?
The Purpose of ELG Platforms
ELG Platform Features that Contain Risk
Common Data Sharing Strategies
Conclusion
Chapter 11: Powering Up Your Account Mapping Matrix
Part IV: The ELG Playbooks
Chapter 12: The ELG Playbook Map
Chapter 13: Ecosystem Development: Populate Your Partner Ecosystem with Winners
Prioritizing Partners
Curating Data Access
The Partner Prioritization Matrix
Conclusion: Your Ecosystem Development Playbook
Chapter 14: Ecosystem-Led Marketing: Fill Your Funnel with Ecosystem Qualified Leads
The Ecosystem Qualified Lead (EQL)
Generating EQLs With Second-Party Data
Marketing Automation and Account-Based Marketing
Outbound: Upgrade your SDRs to PDRs
Building a Qualified SDR Pipeline
Automating Targeted SDR Sequences
Reinventing Event Strategy
Turning Investors into Pipeline Generation Engines
Conclusion: Your Ecosystem-Led Marketing Playbook
Chapter 15: Ecosystem-Led Sales: Close Bigger, Better Customers Faster
Strategy and Buy-In: The ELG Sales Tetrahedron
Meeting Sellers Where They Are
Co-Selling
Hyperscaler Cloud Marketplaces
Training, Enablement, and Accountability
Conclusion: Your Ecosystem-Led Sales Playbook
Chapter 16: Ecosystem-Led Customer Success: Eliminate Churn and Grow Accounts
Driving Customer Success with Tech Partners
Driving Customer Success with Channel Partners
Conclusion: Your Ecosystem-Led Customer Success Playbook
Conclusion: The Future of ELG
Glossary
Bibliography
Index