Article
|
4
 minutes
ELG Insider Daily #639: Do not be an ordinary seller, instead do this!
Article
|
4
 minutes
ELG Insider Daily #638: The secret to customer retention
Article
|
4
 minutes
ELG Insider Daily #636: Speed up deals with this warm intro email template
Article
|
3
 minutes
ELG Insider Daily #635: How to Make the Right Noise at INBOUND
Article
|
4
 minutes
ELG Insider Daily #632: To win in sales, Always Be Collaborating
Article
|
4
 minutes
ELG Insider Daily #631: How to turn frenemies into power partners
Article
|
8
 minutes
Everything You Need to Know to Build a Reseller Program
Article
|
5
 minutes
ELG Insider Daily #630: Give your prospects the gift of time
Article
|
5
 minutes
ELG Insider Daily #628: Boost integration adoption by knowing your customers tech stack
Article
|
4
 minutes
ELG Insider Daily #627: 3 tips to master co-selling with partners
Article
|
4
 minutes
ELG Insider Daily #623: Cold email is not dead, it is just not partner-led
Article
|
4
 minutes
ELG Insider Daily #626: Shorten your enterprise sales cycles by 44%
Article
|
3
 minutes
ELG Insider Daily #625: The sales vet who turned an ecosystem into a revenue machine
Video
|
50
 minutes
The Crossbeam x Reveal merger: Watch Bob Moore and Simon Bouchez give the inside scoop
Article
|
5
 minutes
The story behind the merger: A recap from ELG Con London
Article
|
3
 minutes
ELG Insider Daily #622: To the infinity and beyond of channel partners
Article
|
3
 minutes
ELG Insider Daily #621: Focus on market trends, not just on product demand
Article
|
3
 minutes
ELG Insider Daily #620: How Cloud GTM is Transforming Legacy Partnerships
Article
|
2
 minutes
ELG Insider Daily #619: The GTM Attribution Conundrum
Article
|
3
 minutes
ELG Insider Daily #616: Rollworks' Crawl-Walk-Run Approach to Achieve Time To Value Faster
Article
|
2
 minutes
ELG Insider Daily #618: Get the Exclusive Story of the Crossbeam x Reveal Merger
Article
|
3
 minutes
ELG Idols: A Channel Sales Leader’s 10 Lessons for SaaS Orgs Transitioning to Partner Implementations
Article
|
3
 minutes
ELG Insider Daily #617: The Darling of 2010s Marketing Died. Who Did It?
Article
|
3
 minutes
Nearbound Weekend 06/22: Steal This Framework For Strategic Alliances
Article
|
2
 minutes
ELG Insider #679: Build a revenue-driven partner ecosystem
Video
|
46
 minutes
Nearbound Podcast #168: The BIG Announcement
Article
|
7
 minutes
Nearbound Daily #613: Reveal and Crossbeam Got Married—The Dawn of a New Era
Video
|
2
 minutes
Crossbeam Explains: Co-Selling
Article
|
2
 minutes
Nearbound Daily #614: BREAKING NEWS: Crossbeam and Reveal are Joining Forces
Article
|
2
 minutes
Is Your SaaS Org an Ecosystem Business?
Article
|
3
 minutes
Nearbound Daily #611: How To Best Use Account Mapping At The Expand/Engage Phase of the Bowtie
Article
|
3
 minutes
Nearbound Daily #610: Nelson Wang #1 Lesson Working With Resellers
Article
|
3
 minutes
Nearbound Daily #609: Five Ways To Create Nearbound Sales Champions
Video
|
36
 minutes
Nearbound Podcast #167: Building SaaS Credibility in a Skeptical World - Bobby Napiltonia
Article
|
8
 minutes
The GTM Bowtie: How To Overlay Partners Across the Complete Customer's Journey Part Two
Article
|
3
 minutes
Nearbound Daily #608: Validate Your Partnerships Strategy with 'WOW' Moments
Article
|
5
 minutes
My #1 Lesson in Reseller Strategy that led to $250M+
Article
|
3
 minutes
Nearbound Daily #607: Find and Leverage Signals for Partnerships
Article
|
3
 minutes
Nearbound Weekend 06/15: The Soul of Nearbound
Video
|
32
 minutes
Howdy Partners #70: Generating $5 Million Through Partnerships with Pedro Mattos
Article
|
4
 minutes
Nearbound Daily #605: Are You Utilizing All Four Channels For Intros?
Article
|
4
 minutes
Nearbound Daily #604: The #1 Lesson Every Partner Leader Should Learn From Walmart's Sam Walton
Video
|
45
 minutes
Nearbound Podcast #166: Pete Caputa’s Return: The Partner Led Startup Story
Article
|
4
 minutes
Nearbound Daily #603: Steal This Play to Engage Customers With Partners
Article
|
3
 minutes
Nearbound Daily #602: We Can Do Better With Partner Onboarding
Article
|
3
 minutes
Breaking News Roundup: Microsoft Exec Becomes CTO, HP's Business Model, and Cisco Investing $100 Million in Partners
Article
|
4
 minutes
Nearbound Daily #601: Doing Events The Nearbound Way
Article
|
3
 minutes
Nearbound Weekend 06/08: Use the ICE Framework to "Partner Pill" Every Department
Article
|
5
 minutes
Nearbound Daily #600: 5 Common Mistakes to Avoid When Starting Your Partner Program
Article
|
3
 minutes
The GTM Partners x Reveal partnership
Article
|
5
 minutes
Nearbound Daily #599: Steal This Partnership Value Model
Article
|
7
 minutes
A Deep Dive Into the Nearbound Book, With Mike Midgley
Video
|
47
 minutes
Nearbound Podcast #165: From Zero to $400M in Revenue - Finding Success in a Crowded SaaS Market with Jeff Cheal
Article
|
4
 minutes
Nearbound Daily #598: American Airlines' Recent Mistake Validates The Nearbound Era
Article
|
4
 minutes
Partnership Value Modeling
Article
|
4
 minutes
Nearbound Daily #597: Robert Cialdini On How To Influence Partners To Give You More
Article
|
4
 minutes
Nearbound Daily #596: How to Apply For a Job Like a Pro
Article
|
7
 minutes
How Bynder doubled the size of their tech ecosystem in just six months with ELG
Article
|
4
 minutes
Nearbound Weekend 06/01: How to Solve B2B Marketing with Nearbound
Article
|
6
 minutes
Your ELG buy-in playbook: How to bring your org’s key players on board
Article
|
4
 minutes
Nearbound Daily #593: Partners Are Not Your Glorified BDRs
Article
|
5
 minutes
Nearbound Daily #592: Tap Into Partners To Help Close a Deal In The Final Stages.
Article
|
4
 minutes
Nearbound Daily #591: Great Partners Are Like Diamonds
Article
|
3
 minutes
Top takeaways from the 2024 Ecosystem-Led Growth Conference
Article
|
4
 minutes
Nearbound Daily #590: How to Expand Into New Markets Through Partners
Video
|
56
 minutes
Nearbound Podcast #162: "I Built My Entire Business on Nearbound Principles" - with Tim Chermak
Article
|
9
 minutes
How Sales Teams Use Ecosystem-Led Sales to Hit Revenue Goals
Article
|
4
 minutes
Nearbound Daily #581: Partner Fleet Shares Their 9-Step Guide to Buy-In
Article
|
5
 minutes
Nearbound Daily #579: Metadata.io Kills Their CS Team (And Why It All Points To Nearbound)
Article
|
5
 minutes
The Era of Ecosystem Orchestration is Finally Here
Article
|
4
 minutes
Nearbound Daily #580: How Fullstory Increased Their Renewal Rate by 14%
Article
|
8
 minutes
How Fivetran Powers its Ecosystem-Led Sales with Data
Article
|
5
 minutes
Meet the RevOps-Turned-Partnerships Leader Who Transformed LeanData's Sales and Attribution Processes
Article
|
6
 minutes
Nearbound Weekend 04/27: My Key Takeaways from Goldenhour
Article
|
5
 minutes
Nearbound Daily #574: Steve Jobs On Buyer Preferences (And How It Relates to Nearbound)
Article
|
6
 minutes
Nearbound Daily #573: Meet NearBOT, Your Handy Nearbound Assistant
Article
|
5
 minutes
Nearbound Daily #571: Sapphire Ventures’ Guide to Building an Effective Partner Strategy Framework
Article
|
5
 minutes
Setting strategy and getting buy-in: Braze’s ELG Sales Tetrahedron
Article
|
4
 minutes
Nearbound Daily #570: Use Chris Lavoie's 2x2 Matrix To Prioritize Partners
Video
|
54
 minutes
Data Sharing Best Practices: How to Talk with your B2B Tech Partners
Video
|
0
 minutes
Chelsea Graham: The Unglamorous Art of Winning Your Sales Team’s Trust | Supernode 2022
Article
|
6
 minutes
Nearbound Daily #565: Here's How To Do Co-Marketed Events Better Using Nearbound Data (Step-By-Step)
Article
|
5
 minutes
Nearbound Daily #564: An Email Checklist to Make Better Impressions
Video
|
46
 minutes
Nearbound Podcast #161: 3 Things You Need to Know: Attribution Crisis, Early Majority, and the Consolidation of Tech with AI
Article
|
5
 minutes
Nearbound Daily #563: Every Stat to Help You Prove the Value of Partnerships
Article
|
5
 minutes
Nearbound Daily #562: How Oneflow Saw a 190% Surge in HubSpot-related Opportunities
Article
|
7
 minutes
Nearbound Daily #561: Get The Respect of Your Sales Team in 60 Days (Resources)
Article
|
2
 minutes
Nearbound Weekend 04/13: The Only Way To Create A Nearbound Culture
Article
|
3
 minutes
What’s an IPP—and (when) do you need one?
Article
|
5
 minutes
Nearbound Daily #560: How Pigment Increased Win Rates 5-10% with a Nearbound Overlay & Reveal
Article
|
4
 minutes
Nearbound Daily #559: Clari's CEO Complete Guide To Run The Best Meetings
Video
|
51
 minutes
Nearbound Podcast #160: How Open Source Unlocked Our Ecosystem - with Clint Oram
Article
|
7
 minutes
Unleashing the power of nearbound: The stats you need to know
Video
|
28
 minutes
Howdy Partners #68: Automating Revenue Generating Partnerships with Rob Rebholz
Article
|
6
 minutes
Nearbound Daily #557: Alexis Petrichos' Quick Start Guide To SaaS Partnerships
Article
|
4
 minutes
Partner Professionals Need to Pick a Career Path—It’s Either Partnering or Ecosystems
Article
|
4
 minutes
Nearbound Daily #556: The Circle-Back Play: How To Get Meetings With Top-Level Execs
Article
|
8
 minutes
How nearbound can help keep and win back customers
Article
|
6
 minutes
Nearbound Weekend 04/06: Revenue Leaders (Want To) Believe In You
Article
|
5
 minutes
Nearbound Daily #555: The Back-A$$ward Way To Do Community
Partnerships and Ecosystems Hub
How to Use Gong for Partnerships
by
Shawnie Hamer
SHARE THIS
by
Shawnie Hamer
SHARE THIS

In this article

Join the movement

Subscribe to ELG Insider to get the latest content delivered to your inbox weekly.

When it comes to partnership tech, a few staples come to mind: PRMs, account mapping tools like Crossbeam, and partner marketplace tools, like PartnerFleet, to name a few. But the pressures of today’s market require all of us to think bigger about the tools we use and how those tools can interconnect across our organization for a smoother, more efficient platform experience. For partnership leaders, this has resulted in two major reflections: 

  • How can I use the tools I need (or the tools my company has already procured) to provide more impact to my partners, sales team, and customers?
  • How can I better connect these tools to prove the value of the ecosystem (and my efforts) to get more leadership buy-in?

The days of partnership teams, programs, and tech operating in silos are over. It’s more imperative than ever that GTM leaders leverage their RevOps teams and sales intelligence tools to connect and leverage first, second, and third party data to help their companies get to revenue faster. 

At Crossbeam, we’ve been working tirelessly to ensure that our software does the same, focusing on providing sales-focused features that allow partnerships and sales teams to work hand-in-hand through an Ecosystem-Led Growth strategy to get to more revenue faster. This work has included creating strategic partnerships and integrations with key players in the sales tech industry. 

Gong: The partnership tool you didn’t know you needed 

So, what’s the most powerful tool in your tool belt that you’re definitely under-utilizing in partnerships? You guessed it; it’s Gong. 

Gong is a powerful Revenue AI platform designed to help go to market teams maximize their performance. By analyzing customer interactions across calls, meetings, and emails, Gong provides deep insights into what’s driving success in sales conversations, from key messaging to deal progression. It uses AI to surface trends, identify risks, and offer actionable recommendations that help sales leaders coach their teams more effectively, refine strategies, and close more deals. With Gong, sales teams can gain a clearer understanding of customer needs, improve communication, and optimize their sales process, leading to increased win rates and higher revenue.

But Gong’s power is not only valuable for sales teams. It’s also highly effective for managing and optimizing partnerships. By tracking partner involvement across deal cycles, Gong helps organizations identify key moments where partners can add value, ensuring the right collaboration at the right time. 

Benefits of Gong x Crossbeam

Gong Engage has fast become a leading technology in the sales engagement space. Teams are leveraging this product to open and accelerate pipeline more effectively. And by integrating Crossbeam's Copilot into the Engage UI, SDRs, AEs, and CSMs can leverage all the ecosystem intelligence right from the place they're operating from each day. 

Crossbeam Copilot allows Engage users to quickly identify key decision maker contacts, as well as champion-level contacts partners have already established relationships with. Further, knowing which partners have an active customer relationship with accounts allow for SDRs and AEs to tailor messaging and incorporate the partnerships joint value messaging. 

For deals already in flight, Copilot within Engage will allow for direct collaboration with the partner that can help accelerate deal cycles or help provide intel to assess risk and unstick opportunities.

And with the Crossbeam x Gong integration, partnership teams can push valuable attribution and activity data directly into Crossbeam and your CRM, ensuring accurate attribution, planning, and sales enablement. 

Here are 3 key use cases you can leverage today with Gong and Crossbeam. 

Use Case #1: Gong for identifying partnership need and opportunity

One of Gong’s superpowers is giving teams the ability to keep their fingers on the pulse of customer needs by recognizing patterns through conversation analytics. For partner managers, this presents opportunities to: 

  • Identify key partners that customers are already working with. For example, customers keep mentioning a platform that your company is not yet partnered with. 
  • Identify potential prospects for existing partners. For example, a customer mentions the need for a particular tool or service a partner of yours provides. 

Using Gong’s keyword and smart trackers, you can flag certain phrases and words connected to these scenarios. And the best part? Gong mentions and alerts can push into Crossbeam’s activity timeline and attribution features when there is a match. 

The data collected through the keyword and smart trackers is also a powerful way to get the attention of a bigger company you’re trying to partner with. During your pitch, you can show how many times your prospects and customers have mentioned their company or a pain point they solve, as well as the dollar amount attached to the opportunities who mentioned them. 

How to execute

Keyword trackers help you stay on top of what people are discussing in your company’s conversations by identifying specific words, terms or phrases. A keyword tracker can track several words or terms, each separated by a comma. If you want to track a large number (10,000, for example), put the number in quotation marks (“10,000”) so that the digits are not split when tracking. Use filters to narrow down whether words are tracked only when said by a customer, only by people at your company, or by anyone. 

Full instructions on how to set up Keyword trackers in Gong may be found here.

Smart trackers are AI models that enable you to find when concepts are mentioned in your conversations, even when they are said in diverse ways. Smart trackers take into account how people naturally speak . For example, if you track the concept “Asking about integrations” smart trackers can find when customers say things like “Do you integrate with Crossbeam?” “Where can I learn more about integrations?” “Is it possible to integrate with Gong?”

Full instructions on how to  set up Smart trackers in Gong may be found here.

Use Case #2: Gong for tracking partner participation and win rate

Tracking the presence and impact of a partner can be invaluable in scaling revenue. For example, if your partner is involved in a deal, Gong can easily track not only their presence, but their impact. Say goodbye to rummaging through email threads, Slack channels, spreadsheets, and PRMs—or simply taking people’s word for it—to track if your partners helped push a deal over the finish line. 

Using Gong’s core platform alongside features like Forecast and the Crossbeam integration, partnership leaders can: 

  • Set up keyword alerts and triggers for partner involvement in deals that push to Crossbeam’s attribution dashboard. 
  • Push attribution data from Crossbeam to your CRM to ensure sellers stay up-to-date on the partners they can lean on during the deal, as well as further track attribution in your revenue source of truth.
  • Push your CRM data back into Gong for further enrichment and insights.
  • Create a partner-inclusive Forecast dashboard that tracks the impact of partners across the entire sale cycle, including metrics like ACV, win rate, and time-to-close. 
How to execute

Add fields to Salesforce:

1. Partner look up field - Add the partner account 

  • Add your partners as accounts in SFDC and add “(Partner)” to the end of the account name to denote it is a partner account, not an account you’re selling into. Make the account owner the internal partnership manager
  • Be sure to replicate this automatically from the account to the opportunity, that way the opportunity data is static if the partner account changes hands throughout the year.

2. Partnership category - Segment the partner relationship (co-sell, sourced, influenced, etc.)

  • This can be as simple as a dropdown that is selected or a formula that selects the partner relationship. 

In Gong:

  1. CRM Settings - Ensure that you are pulling in the new fields added above
  2. Forecast Board settings - Create a line of business with these characteristics:
    • Basics section
      • Specifically the “Show deals where team members are: In a specific role” setting should be equal to the Partnership Manager
      • For each category (Target Attainment, Total Open Pipe, Best Case, etc.), ensure that you are filtering on Partnership Category so that only those deals are pulled in.

Use Case #3: Gong for partner and seller enablement 

This is the use case that keeps on giving. Why? Because while you’re building out a slick and efficient revenue generation and attribution strategy in the first use cases, you’re also collecting powerful data on how you can keep doing it even better. 

Using Gong and Crossbeam data, you can surface trends, identify risks, and offer actionable recommendations to both your sales leaders and your partner’s sales teams to more effectively refine your ELG strategy and close more deals. 

How to execute

Here are a few ways you can do it: 

  • Every month, pull data from both Gong and Crossbeam and meet with your partners to discuss the trends for both successful and unsuccessful deals. Create action steps or joint training materials to share with your respective sales teams on your findings. 
  • In your Sales teams’ monthly pipeline or BD meetings, share these trends and materials, any significant wins made with partners (using your attribution data), as well as any insights about the impact of particular partners and how they can leverage them. 
  • Use Gong Engage to integrate ecosystem insights into specific messaging for demos given to new companies that your SDRs and AEs are engaging. This can include details like the tech stack they use, who the key champion and/or economic buyer is, their key pain points and goals, their buying process, and much more.

Creating check-ins, enablement sessions, and specific narratives with both partners and sellers ensures that you’re not only providing visibility into the strength of your ecosystem, but also that both are armed with the tools they need to succeed. 

Drive partner revenue with Gong and Crossbeam

Are you ready to see how Gong and Crossbeam can work together (and work within your existing tech stack) to help you drive stronger partnerships and more revenue? Book a no-commitment call with the Gong team to get started.

Or talk to a Crossbeam expert

You’ll also be interested in these

Article
|
6
 minutes
Co-Selling for Success: How Chili Piper and Gong are Generating Millions in Revenue by Partnering Up
Article
|
6
 minutes
How Gong Wins by Surrounding Customers with Partners
Article
|
6
 minutes
How Gong x Chili Piper’s Pipeline-Acceleration Partnership Fuels Their Customers’ Sales — and Their Own