In this edition of PG Tuesdays, Elliott Smith, Head of Partnerships at 6sense, chats with Mac Conn, our VP of Commercial Sales, about the importance of partnerships in generating new pipeline.
He emphasized the value of combining your company story with partners’ stories to engage prospects effectively by looking at technographic data — which provides insights into technology potential customers are already using. If a prospect has implemented a partner platform, it serves as an opportunity for collaborative engagement.
Smith pointed to the following as critical components of a partner strategy:
- Open communication: Use collaboration tools to keep lines of communication open between field teams and partner teams.
- Resource sharing: Encourage knowledge and tool sharing, where reps provide each other with resources that drive mutual success.
Elliot also shared how 6sense’s team approaches partnerships. We work with private equity firms, looking at their portfolios to understand the investment landscape for prospects and customers, then target companies that are more likely to benefit from the 6sense solution. This approach also provides visibility into who’s invested in these potential customers, providing another way to identify potential opportunities.
