The Cheat Code & Friends

Join hosts Josh Wagner and Justin Gray for a conversation with Mark Roberge, co-founder of Stage 2 Capital, on his insights and experiences with partnerships. In this episode, Mark emphasizes the importance of not rushing into partnerships too early and highlights the need for founders to first establish product-market fit and go-to-market fit. Mark also discusses the misconception that sales is about pitching and emphasizes the importance of asking questions and understanding the customer's needs. He provides valuable advice on building successful partnerships and gaining mindshare within partner organizations.Takeaways: Partnerships should not be pursued too early in the growth stage of a company. It is important to first establish product-market fit and go-to-market fit.When pursuing partnerships, it is crucial to understand the partner organization's top strategies and how your partnership can address them.To gain mindshare within partner organizations, founders need to motivate sales teams to prioritize their product over others. Strategic partnerships can be instrumental in scaling a business.Understanding the internal value proposition for sellers is important in motivating them.Different types of partners require different approaches and strategies.Quote of the Show:"The top third of performing salespeople in the industry speak less than half of the time on the first sales call." - Mark RobergeLinks:LinkedIn: https://www.linkedin.com/in/markroberge/ Website: https://www.stage2.capital/ Shoutouts:https://www.hubspot.com/ https://www.salesforce.com/https://www.linkedin.com/in/marcbenioff/ Ways to Tune In:Spotify: https://open.spotify.com/show/5GpM8myxsUinc5bfLIbjJz?si=0af576adfb8e49f8 Apple Podcasts: https://podcasts.apple.com/us/podcast/the-cheat-code/id1692445190 Amazon Music: https://music.amazon.com/podcasts/cb0b3afa-063f-4f3b-96be-b98214c74912 YouTube: https://www.youtube.com/@CheatCodePodcast

Tune in as hosts Josh Wagner and Justin Gray sit down with Cory Snyder, Head of Partnerships at Teamwork.com. Cory brings 15+ years experience in creating, launching, accelerating and scaling partner & sales orgs. Together they discuss Cory’s experience building partnerships and advice for moving from a quantity to a quality mindset. Notedly, Cory was awarded Partnerships Leader of the Year in 2022 by PartnerStack. Takeaways: Data Collection and Application: Cory discusses the critical role of data in shaping their partnership strategy. By collecting detailed information about their partners, such as industry focus, team size, and sales metrics, they can tailor their outbound strategy and optimize partner recruitment. This data-centric approach also helps in communicating effectively with the board and executive teams, showcasing progress and making informed decisions.Building from Scratch: The discussion highlights the challenges and strategies involved in building a partner program from the ground up. Cory stresses the importance of having executive alignment and clear communication of goals and methodologies to ensure support and understanding from the top.Strategic Partner Profiles: Identifying and targeting specific types of partners is crucial. Cory explains how understanding their partners' customer base and services allows for more effective partnerships.Utilizing Technology and Continuous Improvement: Cory discusses implementing tools like Gong for keyword alerts and PartnerStack for automating workflows, which allowed his team to scale efficiently. Continuous learning and adaptation are vital for sustaining and growing the partner ecosystem.Quote of the Show:"I feed those that feed us. It's very simple. It's very clear. At the end of the day, if we're willing to work together, whether it's co-marketing activities, whatever it is, I will feed who feeds me." - Cory SnyderLinks:LinkedIn: https://www.linkedin.com/in/corysnyder/ Website: https://www.teamwork.com/ Shoutouts:https://www.gong.io/ https://partnerstack.com/ Ways to Tune In:Spotify: https://open.spotify.com/show/5GpM8myxsUinc5bfLIbjJz?si=0af576adfb8e49f8 Apple Podcasts: https://podcasts.apple.com/us/podcast/the-cheat-code/id1692445190 Amazon Music: https://music.amazon.com/podcasts/cb0b3afa-063f-4f3b-96be-b98214c74912 YouTube: https://www.youtube.com/@CheatCodePodcast

Hosts Josh Wagner and Justin Gray sit down with Max Altschuler, General Partner at GTMfund. In this episode, Max shares insights on category creation, leveraging creative marketing tactics, and the importance of maintaining a scrappy, resourceful mindset. Together they explore how partnerships and constant innovation can drive remarkable growth and competitive advantage.Takeaways: Revenue-Centric Mindset: Max emphasizes that revenue is the ultimate metric of success. While MQLs and SQLs are important, aligning all efforts towards driving revenue is crucial for achieving team goals.Innovative Marketing Tactics: The episode highlights that regular innovation and refreshing tactics are necessary to stay ahead of competitors and maintain effectiveness.Strategic Partnerships: Max underscores the value of building deep integrations and partnerships with complementary companies to enhance product value and mutual growth. These partnerships provide a leg up in sales cycles and open doors within target accounts.Scrappy Execution: Effectively utilizing limited resources for impactful marketing and sales initiatives, such as leveraging personal networks and creative problem-solving for product launches and events, is key to continued success.Quote of the Show:"In sales, one of the things that is part of your job description is to become a hero maker, to take your champion and turn them into a hero internally, but also give them value outside of that for their own career." - Max AltschulerLinks:LinkedIn: https://www.linkedin.com/in/maxaltschuler/ Website: https://www.gtmfund.com/ Shoutouts:Mark Kosoglow: https://www.linkedin.com/in/mkosoglow/ Sam Jacobs: https://www.linkedin.com/in/samfjacobs/ Ways to Tune In:Spotify: https://open.spotify.com/show/5GpM8myxsUinc5bfLIbjJz?si=0af576adfb8e49f8 Apple Podcasts: https://podcasts.apple.com/us/podcast/the-cheat-code/id1692445190 Amazon Music: https://music.amazon.com/podcasts/cb0b3afa-063f-4f3b-96be-b98214c74912 YouTube: https://www.youtube.com/@CheatCodePodcast

In this episode, hosts Josh Wagner and Justin Gray sit down with Joe Henderson, the current head of partnerships at ProsperOps. With over a decade of experience in the global partner ecosystem, Joe shares his invaluable insights on the importance of building long-term relationships in business.Takeaways: Focus on Long-Term Relationships. Joe emphasizes the importance of prioritizing long-term relationships over short-term transactions. He believes that approaching partnerships with a mindset geared towards longevity can lead to more valuable and sustainable business outcomes.Setting Expectations Early. Setting clear expectations from the outset is crucial. Whether during the interview process or when onboarding a new partner, it's important to communicate that building successful partnerships takes time.Document Everything. Documentation not only helps in tracking progress but also ensures that the value of partnership activities is communicated effectively within the organization. Documentation serves as a record that can justify the time and resources invested in partnerships, especially when immediate results aren't visible.Quote of the Show:"My cheat code is a mindset of long-term relationships over short-term transactions. Even that first call or that first meeting with a partner, think of it as like you're going to have a long, fruitful relationship and even possibly work with that person, maybe at your next gig." - Joe HendersonLinks:LinkedIn: ​​https://www.linkedin.com/in/joehendo/Website: https://www.prosperops.com/ Shoutouts:Greg Portnoy: https://www.linkedin.com/in/gregportnoy/Ways to Tune In:Spotify: https://open.spotify.com/show/5GpM8myxsUinc5bfLIbjJz?si=0af576adfb8e49f8 Apple Podcasts: https://podcasts.apple.com/us/podcast/the-cheat-code/id1692445190 Amazon Music: https://music.amazon.com/podcasts/cb0b3afa-063f-4f3b-96be-b98214c74912 YouTube: https://www.youtube.com/@CheatCodePodcast

In this episode, hosts Josh Wagner and Justin Gray dive into data-driven partnership strategies with Bob Moore, co-founder and CEO of Crossbeam. Bob shares insights on leveraging data exhaust to drive go-to-market success. He discusses the transformative power of ecosystem-led growth, the importance of aligning partnership and go-to-market teams, overcoming the challenges of scaling partnerships, and real-world examples of how data-driven strategies lead to higher ACVs and faster deal closures. Takeaways:A cheat code to a successful partnership is to make effective use of data exhaust. By tracking which customers you have in common and which accounts partners have closed within the past 60 days, you can better pair with partners. Building partnerships in a network requires a joint approach for success and scaling. Emphasizing self-serve onboarding facilitates rapid growth and value creation, allowing for easy integration. Understanding the balance between scale and ecosystem DNA is crucial for business success. Companies should evaluate their position on this two-by-two matrix to leverage ecosystem strategies effectively.When building out partner programs and dashboards, prioritize turnkey solutions over custom analyses for maximum value. Understanding what works for others and simplifying processes can lead to better insights and efficiency.Understanding the balance between sourced and influenced attribution is crucial for optimizing sales funnels. Focus on analyzing propensities and strategies rather than strictly attributing outcomes to individual touchpointsBuyer behavior has shifted due to the API and cloud economy, emphasizing the importance of interconnected ecosystems over individual software tools. Success is not just about flashy interfaces, but seamless integration into existing stacks.Partner teams play a crucial role in establishing connections between companies, but the true value is realized by the go-to-market teams who drive sales and marketing efforts.Quote of the Show:“ I feel like every complex problem in the world can be answered with a 2x2 matrix” - Bob MooreLinks:LinkedIn: https://www.linkedin.com/in/robertjmoore/ Website: https://www.robertjmoore.com/ Website: https://www.crossbeam.com/ Book Link: https://a.co/d/9t7L8aV Shoutouts: ELG Con: https://www.crossbeam.com/elg-conference/ Marc AndreessenWays to Tune In:Spotify: https://open.spotify.com/show/5GpM8myxsUinc5bfLIbjJz?si=0af576adfb8e49f8 Apple Podcasts: https://podcasts.apple.com/us/podcast/the-cheat-code/id1692445190 Amazon Music: https://music.amazon.com/podcasts/cb0b3afa-063f-4f3b-96be-b98214c74912 YouTube: https://www.youtube.com/@CheatCodePodcast

Rob Rebholz is the CEO and Co-Founder of Superglue, a VC-backed partner engagement platform for SaaS companies. Rob is also the Co-founder of Optilyz, Europe’s leading direct mail automation software. In this value-packed episode, Rob joins Hosts Justin Gray and Josh Wagner to dive into the value automation can bring to partnership programs. Rob shares the importance of processes, the need to keep a regular communication cadence with partners, and how personalization is the key to making strong connections. Takeaways:One of the best cheat codes for a successful partnership program is to use automations. By automating workflows, recurring processes, and outreach, you create smoother more effective interactions between panthers and sales teams. While having entrepreneurial employees may seem like a plus, it can't compensate for a lack of solid procedures. With a solid playbook for touch points and partnerships, you can scale quickly. While PRM’s offer a lot of value and excitement, they require your partners to train themselves on a system that needs manual input. Through automation you can reduce the workload of a partner, allowing them to spend more time building relationships.A good partnership requires intentionality. Rather than asking your AE’s to make the most out of a vague overlap, start with the deals that are stuck in the pipeline, identify the strongest partners, and provide AE’s with automation to make a connection. Partnerships require a regular cadence of contact, else you run the risk of becoming back of mind. Through automation, you can tie partner outreach to the last time of contact, enabling engagement workflows when a certain duration has passed. Strong relationships are built on relevance, and partnerships are no different. Through the use of scaled personalization and automation, teams can expect to see up to three times higher engagement on their messaging. Quote of the Show:“Even if you don't implement automations, you need a source of truth.” - Rob RebholzLinks:LinkedIn: https://www.linkedin.com/in/robrebholz/ Website: https://www.superglue.io/ Shoutouts: Optilyz: https://optilyz.com/ Ways to Tune In:Spotify: https://open.spotify.com/show/5GpM8myxsUinc5bfLIbjJz?si=0af576adfb8e49f8 Apple Podcasts: https://podcasts.apple.com/us/podcast/the-cheat-code/id1692445190 Amazon Music: https://music.amazon.com/podcasts/cb0b3afa-063f-4f3b-96be-b98214c74912 YouTube: https://www.youtube.com/@CheatCodePodcast

Today’s guest is a pragmatic thinker, a first-principles type of Founder, and an endless source of dinosaur facts. Mac Reddin is the Founder of Commsor, the company behind Matcha.so and Bronto. Mac joins Hosts Justin Gray and Josh Wagner to dive into why the future of partnerships is people-first, how cultivating your own community drives conversions in the long run, and what to do to leverage mistakes in great marketing campaigns. Takeaways:Prioritize building relationships with individuals over traditional brand-to-brand partnerships. Personal connections lead to stronger, more meaningful collaborations.Focus on creating value for your partners and community without an immediate expectation of return. This investment pays off by building trust and loyalty, which are crucial for long-term success.Encourage your team and your partners to utilize their personal brands to amplify the message and reach of your partnership, leveraging the trust they've built with their own networks. Authenticity resonates. Being genuine in interactions with prospects and customers should be a priority for your team as this can lead to more meaningful connections and, ultimately, better business outcomes.Use unique, memorable strategies to engage your audience and partners, like Commsor’s NFC-tagged hoodies, to create buzz and foster a sense of belonging within your community.Don't be afraid to try unconventional marketing and sales tactics. What may start as an accident or experiment could become your brand's unique selling proposition.Invest in your community. Building and nurturing a community around your brand can lead to a loyal partner and customer base that is more likely to advocate on your behalf, creating a powerful, self-sustaining marketing mechanism.Quote of the Show:“A recurring theme in our strategy as a company is embracing accidents.” - Mac ReddinLinks:LinkedIn: https://www.linkedin.com/in/mac-reddin/ Commsor Website: https://www.commsor.com/ Matcha.so Website: https://matcha.so/ Bronto Website: https://www.bronto.co/ YouTube: https://www.youtube.com/@Commsor/featured Shoutouts: Craig Rosenberg: https://www.linkedin.com/in/craigrosenberg/ Mac’s episode of The Transaction: https://thetransaction.substack.com/p/the-vibe-first-approach-to-marketing Ways to Tune In:Spotify: https://open.spotify.com/show/5GpM8myxsUinc5bfLIbjJz?si=0af576adfb8e49f8 Apple Podcasts: https://podcasts.apple.com/us/podcast/the-cheat-code/id1692445190 Amazon Music: https://music.amazon.com/podcasts/cb0b3afa-063f-4f3b-96be-b98214c74912 YouTube: https://www.youtube.com/@CheatCodePodcast

This episode is a treasure trove for those looking to elevate their partnership capabilities, offering practical advice on overcoming common obstacles and tapping into the untapped potential of collaboration in the tech sales arena. Blake Williams is the Founder and CMO of GrowthStory. Blake joins Hosts Justin Gray and Josh Wagner to discuss real-world experiences of driving value through relationships, explaining the nuances of co-selling and the essential elements of crafting and executing effective partnership strategies.Takeaways:A well-constructed partner go-to-market architecture upon which the partner program design is built is critically important. This entails segmenting and defining the roles partnerships will play throughout the customer journey, ensuring a seamless integration that amplifies value on both sides.Understanding not only what you aim to achieve with a partnership but also what your partner seeks is fundamental. This alignment of objectives ensures more cohesive and directed efforts.A cornerstone of effective partnerships is establishing a mutual benefit structure. It's not always about maintaining balance but ensuring both parties derive significant value from the relationship.Embrace a ‘Give to Get’ mentality. Contributions to the partnership ecosystem without immediate expectations can foster goodwill and open doors to reciprocal actions, enhancing the long-term value extracted from the relationship.Successful partnerships exploit each other's strengths to cover their weaknesses, especially in areas like customer success, sales, and operational efficiencies. This approach should be evangelized across the entire organization, ingraining a partnership-first mindset in all functions.Mobilizing partners through actionable, clear, and concise plans is crucial. Partner activation involves not just the signing of agreements but ensuring partners have all the necessary tools, resources, and motivations to engage actively in promoting mutual growth.The foundation of any partnership lies in trust and transparency, elements that should be cultivated from the outset. This includes clear communication of goals, expectations, and roles, as well as the mechanisms for feedback and adjustments as the partnership evolves.Quote of the Show:“It doesn't need to be predictable, but it does need to have a pattern and a process that your internal functions can capitalize on.” - Blake WilliamsLinks:LinkedIn: https://www.linkedin.com/in/blakeampfactor/ Amp Factor Website: https://ampfactor.com/ Underrated Podcast: Coming SoonShoutouts: Katie Lambert: https://www.linkedin.com/in/katieelambert/ Ways to Tune In:Spotify: https://open.spotify.com/show/5GpM8myxsUinc5bfLIbjJz?si=0af576adfb8e49f8 Apple Podcasts: https://podcasts.apple.com/us/podcast/the-cheat-code/id1692445190 Amazon Music: https://music.amazon.com/podcasts/cb0b3afa-063f-4f3b-96be-b98214c74912 YouTube: https://www.youtube.com/@CheatCodePodcast

Amy Volas is the CEO of Avenue Talent Partners, Founder of Better Together with Amy Volas, and a Limited Partner of Stage 2 Capital. Amy joins Hosts Justin Gray and Josh Wagner to discuss why it is so critical to set expectations together with your partners as early as possible. Amy also shares insights into how much time and money are wasted due to poor communication, why it’s imperative to maintain the trust of your customers and partners, and hiring pitfalls for founders to avoid. Takeaways:It’s vital to lay down mutual expectations at the beginning of any partnership. This foundational step ensures clarity and aligns goals, minimizing misunderstandings down the line.Create a detailed, evolving plan that both parties agree to and will be invested in. This not only sets the partnership on a trajectory of success but also prevents misalignment of expectations.Diving deep into what each party truly values and expects from the partnership can reveal if there’s a genuine match or if expectations are unrealistic.Acknowledge the importance of not just setting a partnership in motion but also considering how it integrates with broader business operations and how both teams will be enabled to support the partnership effectively.Leaders need to go beyond the surface in interviews, demanding specific examples of achievements and failures. This helps in understanding the true capabilities of a potential hire beyond their resume or network.When hiring, do your best to look beyond the allure of big company names that a candidate has worked for and focus on the tangible skills and cultural fit of a candidate to the company’s current needs.$1.2 trillion is lost yearly due to poor communication. Startups need solid communication skills across all levels of an organization. Consider enrolling all new hires is some type of communication training or boot camp, this will pay massive dividends.Quote of the Show:“If I were leading a big team, again, the very first thing that I would do for any hire is invest in communication. ” - Amy VolasLinks:LinkedIn: https://www.linkedin.com/in/amyvolas/ Avenue Talent Partners Website: https://avenuetalentpartners.com/ Better Together Website: https://bettertogether-amyv.mn.co/ Ways to Tune In:Spotify: https://open.spotify.com/show/5GpM8myxsUinc5bfLIbjJz?si=0af576adfb8e49f8 Apple Podcasts: https://podcasts.apple.com/us/podcast/the-cheat-code/id1692445190 Amazon Music: https://music.amazon.com/podcasts/cb0b3afa-063f-4f3b-96be-b98214c74912 YouTube: https://www.youtube.com/@CheatCodePodcast

Today’s guest is a seasoned sales leader and mentor who brings a no-fluff approach to doing what's necessary to build teams the right way. He’s spent the last 20 years building & scaling sales organizations as a 6x sales leader and 3x founder. Scott Leese is the CEO and Founder of Scott Leese Consulting, CEO & Co-Founder of Surf and Sales, and Co-Founder of GTM United Community. Scott joins Hosts Justin Gray and Sean Kester to discuss how B2B software vendors can get their referral programs up and running, what you can be doing right now to grow your network, and how to empower your sales team to work with partners. Takeaways:Being transparent about incentives and maintaining open communication lines with partners can alleviate concerns about compensation and foster trust. Engaging with technology partnerships and affiliate programs can open new revenue streams. Being technology agnostic yet having a few preferred partnerships based on reliability and swift payments can optimize benefits.Continuously measure the effectiveness of your partnership motion as a whole and how each partner is performing compared to their peers. Focus on those that yield better results and foster a competitive environment among partners to drive more value.Ensuring direct communication between partners and sales representatives and integrating the importance of partnerships into the company's culture are vital for the program's success.When launching your partner motion, start simple and don’t try to overcomplicate things. Initiating conversations with vendors that you use about potential affiliate programs or partnerships is a critical first step.Recognize and reward top-performing partners visibly within the organization to motivate others. High-value deals especially should be incentivized to encourage more referrals.Developing your significant professional network is invaluable. Ask the people you interact with regularly if they know anyone who might need your product. Make a habit of growing your LinkedIn connections to expand your network and potential for referrals.Quote of the Show:“I would make network growth a daily KPI for myself” - Scott LeeseLinks:LinkedIn: https://www.linkedin.com/in/scottleese/ Company website: https://www.thescottleese.com/ GTM United Community: https://www.gtmunited.com/reaper Addicted to the Process: https://a.co/d/fFYq0Id Shoutouts: Sangria: https://www.sangria.team/Ways to Tune In:Spotify: https://open.spotify.com/show/5GpM8myxsUinc5bfLIbjJz?si=0af576adfb8e49f8 Apple Podcasts: https://podcasts.apple.com/us/podcast/the-cheat-code/id1692445190 Amazon Music: https://music.amazon.com/podcasts/cb0b3afa-063f-4f3b-96be-b98214c74912 YouTube: https://www.youtube.com/@CheatCodePodcast

Today’s guest has worked in many bootstrapped B2B start-ups and VC-backed companies, starting in sales roles and moving into marketing roles. He’s on a mission to make sure every B2B marketing and sales interaction provides impact outside of the product. Taylor Wells is the Host & Founder of GTM.news and Fractional Head of Demand Generation at Potential Opportunity. Taylor shares why go-to-market leaders need a reality check, why adding value to the end customer should be the focus of any partnership, and which types of partner motions early-stage startups should pursue. Takeaways:The foundation of any successful partnership is its ability to jointly impact the customer positively. Understanding the customer's needs and how the partnership can address those needs is crucial.If the product wasn't designed with partnerships in mind, including integrations and tapping into ecosystems, focus should be on simpler forms of partnership like co-marketing or co-learning.Initiating the first steps in a partnership by giving without expectations can establish trust. Hosting webinars, creating joint content, or referring customers first are ways to show commitment and value to potential partners.Deep insights into the customer come from strong relationships. Building and maintaining relationships with partners, customers, and within the industry are vital for gaining trust and understanding customer needs.For startups, the emphasis should be on co-learning, co-marketing, and possibly co-selling. These early stages are crucial for establishing trust, understanding market needs, and laying the groundwork for more intricate forms of partnerships.With increasing commoditization, creating an offering that stands out and provides unique value is key. This differentiating factor can strengthen partnerships by offering something exclusive to the partnership that benefits end customers.Ensure that every partnership and sales effort is committed to creating real value for the customer. This commitment should be ingrained in the company culture and reflected in every business activity.Quote of the Show:“Unless you create a product that's specifically designed to go through a partnership motion, it's going be really challenging.” - Taylor WellsLinks:LinkedIn: https://www.linkedin.com/in/taylorrwells/ GTM.news Website: https://www.gtm.news/ Potential Opportunity Website: https://potentialopportunity.com/ Shoutouts: Sangram Vajre: https://www.linkedin.com/in/sangramvajre/ Focus by Al Ries: https://www.harpercollins.com/products/focus-al-ries?variant=32206920876066 Ways to Tune In:Spotify: https://open.spotify.com/show/5GpM8myxsUinc5bfLIbjJz?si=0af576adfb8e49f8 Apple Podcasts: https://podcasts.apple.com/us/podcast/the-cheat-code/id1692445190 Amazon Music: https://music.amazon.com/podcasts/cb0b3afa-063f-4f3b-96be-b98214c74912 YouTube: https://www.youtube.com/@CheatCodePodcast

Today’s guest is a seasoned partnership leader with experience in building and managing strategic alliances with top technology and service companies. Samantha Yarborough is the Chief Growth Officer, Salesforce at Invisory, Co-Host of the Friends with Benefits Podcast, and a proud member of the Women in Partnerships community. Sam joins Hosts Justin Gray and Sean Kester to dive into the challenging yet rewarding world of forming strategic partnerships and navigating complex ecosystems like Salesforce, AWS, and Azure. Sam shares the critical importance of executive buy-in, strategic alignment, and nurturing one-to-one relationships to actualize the potential of partnerships fully.Takeaways:Executive buy-in is crucial. Achieving executive sponsorship and support is non-negotiable. It differentiates companies that are merely "partner-curious" from those that are "partner-led." Executive buy-in accelerates initiatives and ensures alignment across departments.Understand that partnerships must be rooted in strategic alignment between the companies involved. This means aligning on goals, customer segments, and values from the outset to ensure mutual success and avoid missteps down the line.Even in vast ecosystems, success starts with individual relationships. Personal connections with strategic players within partner ecosystems can lead to referral networks, which eventually snowball into broader engagement.Entering and succeeding in partnership ecosystems demand commitment and consistent effort. Tailoring your approach to the specific language and needs of the ecosystem, like that of Salesforce, and persistently engaging with relevant stakeholders are keys to visibility and success.Knowing how to articulate the value proposition of the partnership to top executives on both sides is essential. This includes making a compelling case for the allocation of resources towards integration and collaboration initiatives.Adopt an entrepreneurial mindset for partnership roles. Successful partnership managers wear multiple hats and can skillfully negotiate and strategize internally and externally. This includes being agile in responding to changes and opportunities.Leverage internal success stories. Sharing internal wins, such as deal closures or successful integrations resulting from partnerships, can boost internal buy-in and demonstrate the tangible benefits of the partnership program across the organization.While foundational strategies are critical, staying open to evolving partnership landscapes and being flexible enough to pivot as needed are vital for long-term success.Quote of the Show:“Having executive buy-in is crucial” - Samantha YarboroughLinks:LinkedIn: https://www.linkedin.com/in/sam-yarborough-a96b3326/ Invisory Website: https://invisory.co/ Friends With Benefits Podcast: https://www.buzzsprout.com/2176003 Shoutouts: Alex Dayton: https://www.linkedin.com/in/alexdayton/ Jared Fuller: https://www.linkedin.com/in/jaredfuller/ Jessie Shipman: https://www.linkedin.com/in/jessie-shipman/ Ways to Tune In:Spotify: https://open.spotify.com/show/5GpM8myxsUinc5bfLIbjJz?si=0af576adfb8e49f8 Apple Podcasts: https://podcasts.apple.com/us/podcast/the-cheat-code/id1692445190 Amazon Music: https://music.amazon.com/podcasts/cb0b3afa-063f-4f3b-96be-b98214c74912 YouTube: https://www.youtube.com/@CheatCodePodcast

Today’s guest is a dynamic go-to-market leader who is passionate about partnerships. He's the Ted Lasso of business growth and a strong partner motion advocate. Judd Borakove is a Partner at Red Monkey Consulting and Co-Host of GTM Unfiltered. Judd joins Hosts Josh Wagner and Justin Gray to discuss how to prepare your organization for properly implementing the right partner motion, why speaking with the same language and terminology is a key part of a successful partnership, and what can happen when partnerships go wrong. Takeaways:The foundation of any successful partnership is thorough preparation. Understanding mutual goals, aligning on expectations, and clarifying the roles each partner plays are essential steps before launching into a partnership.Partners must align on nomenclature and communication. Clear communication is critical, along with a shared language. Misinterpretations can derail partnerships; hence, ensuring everyone is on the same page regarding goals, expectations, and terms is vital.When identifying potential partners, look for those who share your customer base, complement your offerings, and where both parties can provide mutual value. Strategic alignment on business goals and customer focus can significantly amplify the impact of the partnership.Providing partners with the right tools, resources, and support is fundamental. Successful partnership management involves empowering partners to succeed, which, in turn, drives your own success.Regularly revisiting the partnership's goals, performance metrics, and the value delivered to both parties helps in making informed adjustments and improvements over time.Partnerships have the power to significantly influence brand perception. Ensuring positive and productive partner experiences is paramount, as this reflects on your brand and can accelerate growth.Quote of the Show:“The one thing that I have found that expedites the growth in partner and gives the type of returns they want is the upfront preparation.” - Judd BorakoveLinks:LinkedIn: https://www.linkedin.com/in/juddborakove/ Website: https://www.redmonkeyconsulting.com/ Ways to Tune In:Spotify: https://open.spotify.com/show/5GpM8myxsUinc5bfLIbjJz?si=0af576adfb8e49f8 Apple Podcasts: https://podcasts.apple.com/us/podcast/the-cheat-code/id1692445190 Amazon Music: https://music.amazon.com/podcasts/cb0b3afa-063f-4f3b-96be-b98214c74912 YouTube: https://www.youtube.com/@CheatCodePodcast

In this episode, Josh Wagner, Justin Gray, and Sean Kester discuss strategic business partnerships and how they can be built and leveraged for business growth. They highlight the importance of assessing a potential partner's alignment with your business strategy and the customers you serve, and also touch on the idea of handling objections through partnerships. They also discuss various types of partnerships, including co-marketing, co-selling, referral, and re-selling arrangements, emphasizing the importance of continuing engagement and adaptation in these relationships. You’ll hear about the challenges of working with large organizations, the value of partnerships in competitive advantage, and the concept of achieving outcomes through partnerships.Takeaways:Start assessing potential partners by developing clear objectives and making sure that the outcomes that are driving a potential partner align with your business strategy. When finding the right partner for your business, it's important to serve not only the same customer but also the same buyer within that customer. If you service the needs of different buyers within the same customer, your partner may not have the connections or influence needed to sell your product or services.A good partnership often fills a solution gap in the market. A good question for finding partners is what business strategies can you achieve in the next two years, and what strategies will need to be sidelined? Partnership can address those sidelined strategies.It is critical to understand your role in the partnership. Whether you are the platform or the point solution, each has its unique challenges and opportunities. It’s important to fully understand the different types of partnerships available, such as Co-marketing, Co-selling, Referrals, and Re-selling. On top of this, recognizing what stage your business is in can help guide the type of partnership that would benefit the most. Partners can serve as perfect objection handlers for your sales team, enabling them to resolve issues effectively. Their feedback can improve your offerings in the long run. So, provide the sales team with triggers to listen for in order to introduce suitable partners. A partnership is not a 'set it and forget it' deal. Actively engaging with your partners, and staying connected with their goals, progress, and customer responses is important for a sustainable relationship.Quote of the Show:“Giving to get is the number one, dichotomy shift I think that needs to happen within partnerships” - Justin GrayWays to Tune In:Spotify: https://open.spotify.com/show/5GpM8myxsUinc5bfLIbjJz?si=0af576adfb8e49f8 Apple Podcasts: https://podcasts.apple.com/us/podcast/the-cheat-code/id1692445190 Amazon Music: https://music.amazon.com/podcasts/cb0b3afa-063f-4f3b-96be-b98214c74912 YouTube: https://www.youtube.com/@CheatCodePodcast

Today’s guest is an inspiring leader who has been a top performer at enterprise SaaS companies. She is the creator of the co-sell software category and she's also changing the flow of capital through the Fempire movement. Cassandra Gholston is the CEO of PartnerTap. Cassandra joins co-hosts Josh Wagner and Sean Kester to share why startups need to be thinking about partnerships as early as possible. Cassandra dives into how to build a partner-first culture, why you should focus on one partner at a time, and how co-selling can transform your business.Takeaways:For startup companies specifically, it's vital to think about partnerships early in the business journey. Mapping out potential partners who cater to the same customer segments can help in laying the foundation for successful strategic partnerships.A successful partnership is built on the idea of giving before taking. Be prepared to put in the effort, show value, and demonstrate what your company brings to the table before you start expecting to see returns.Focus on one key partner. Rather than scattering resources across multiple partners, focusing on just one and nurturing that relationship is more effective. This allows for an in-depth understanding of each other's business and facilitates mutual growth.Use co-marketing to combine marketing efforts with your partners for greater impact. Co-selling can unlock additional customer segments, increase market reach, and enhance brand credibility, especially for startups and smaller brands.An incredible competitive edge can be gained by integrating your technology solution with your partners’ products. The right integration can increase customer stickiness and lead to higher retention.Communication and alignment are key to partnership success. Spell out your intentions, expectations, goals, and desired outcomes right from the start. Make sure you know how each party defines success. This sets a solid foundation for your partnership.Make sure your partnerships align with your company's goals and culture. The right partnership should feel like a natural extension of your business, rather than a forced or artificial alignment.Quote of the Show:“If you want to go sell to the enterprise, go and partner with the enterprise leader that you're complimentary to as a technology company.” - Cassandra GholstonLinks:LinkedIn: https://www.linkedin.com/in/cassandragholston/ Website: https://partnertap.com/ Ways to Tune In:Spotify: https://open.spotify.com/show/5GpM8myxsUinc5bfLIbjJz?si=0af576adfb8e49f8 Apple Podcasts: https://podcasts.apple.com/us/podcast/the-cheat-code/id1692445190 Amazon Music: https://music.amazon.com/podcasts/cb0b3afa-063f-4f3b-96be-b98214c74912 YouTube: https://www.youtube.com/@CheatCodePodcast

Today’s guest brings a wealth of experience from nearly three decades working in the go-to-market world. Doug Landis is a Growth Partner at Emergence Capital. Doug joins Josh Wagner and guest host Sean Kester to discuss how building meaningful relationships is a powerful tool in the business world. They delve into the importance of “giving a shit” and how being genuinely interested in people will nurture relationships leading to robust networks over time. They also discuss how these connections further boost career prospects and deal opportunities as well as influence personal and professional decision-making.Takeaways: Maintaining and nurturing your connections and relationships is vital to a successful career. Among many benefits, doing this can also lead to potential referrals and job opportunities.Picking up the phone and calling people has become a lost art. Phone conversations can establish deeper relationships, but it is crucial to be prepared for a lengthy discussion or to leave meaningful voicemail messages.Rather than using a ‘take first’ mentality, use the 'give first' approach to help build strong networks. Offering value and assistance before expecting any benefits can create a meaningful relationship.It's key to remember that every interaction you have within your network makes up your personal brand. Hence, it's crucial to ensure positive and beneficial interactions are part of your personal brand. Taking the initiative to reach out, maintain, and nurture connections in the network, even if it's just a quick check-in, can significantly strengthen your network.Be intentional about finding community. Utilizing LinkedIn and other social media platforms can be an excellent method for networking. Try spending at least an hour a day commenting on others' posts and creating meaningful engagement.The strength of your network reflects the depth and breadth of your experience and the effort you put towards nurturing your connections.Quote of the Show:“My cheat throughout my life and throughout my career has been connections.” - Doug LandisLinks:LinkedIn: https://www.linkedin.com/in/douglandis/ Website: https://www.emcap.com/ Shoutouts: Craig Rosenberg: https://www.linkedin.com/in/craigrosenberg/ Scott Albro: https://www.linkedin.com/in/scottalbro/ Aaron Ross: https://www.linkedin.com/in/aaronross/ Chris Walker: https://www.linkedin.com/in/chriswalker171/ Cassie Young: https://www.linkedin.com/in/cassyoung/ Sam McKenna: https://www.linkedin.com/in/samsalesli/ Ways to Tune In:Spotify: https://open.spotify.com/show/5GpM8myxsUinc5bfLIbjJz Apple Podcasts: https://podcasts.apple.com/us/podcast/the-cheat-code/id1692445190 Amazon Music: https://music.amazon.com/podcasts/cb0b3afa-063f-4f3b-96be-b98214c74912 YouTube: https://www.youtube.com/@CheatCodePodcast

Today’s guest has run business-altering partnership programs for companies such as Terminus and Drift. Jason Yarborough is the Co-Founder of Arcadia and the Co-Host of the Friends With Benefits podcast. Jason joins Justin Gray and Josh Wagner to discuss aligning leadership teams to empower each partner, the importance of your joint value proposition, and how to identify the red-flags of a bad partnership. Takeaways:Your Joint Value Proposition (JVP) is a “better-together story” that explains to the customer why they should invest in both products. Once you and your partner agree on the JVP, you need to share in the market so that your mutual customers and prospects begin to understand it.A strong partnership is a "trust hack". Consistently creating value leads to building trust with the partner. This trust has a ripple effect, helping to gain the trust of customers and accelerate deal cycles.Regularly review and present metrics related to partnership success. This data can validate the importance of partnerships to internal stakeholders and provide guidelines for improvement.A key element for driving alignment between teams is to utilize communication platforms like Slack to maintain regular contact, discuss on-going projects, and share insights among partners.Data is instrumental in justifying the partnership's benefit to the organization. Demonstrating partnerships' impact on metrics like deal size, deal cycle, and customer retention can gather buy-in from the entire organization.Not all partnerships lead to mutual advantage. If the relationship becomes one-sided or if a partner's expectations drastically shift, it might be time to reevaluate the partnership or potentially walk away.Quote of the Show:“Deal cycles moved about 40% faster when a partner was involved versus when they were not.” - Jason YarboroughLinks:LinkedIn: https://www.linkedin.com/in/yarby/ Friends With Benefits Podcast website: https://www.buzzsprout.com/2176003 Shoutouts: Andy CochranJustin KellerWays to Tune In:Spotify: https://open.spotify.com/show/5GpM8myxsUinc5bfLIbjJz Apple Podcasts: https://podcasts.apple.com/us/podcast/the-cheat-code/id1692445190 Amazon Music: https://music.amazon.com/podcasts/cb0b3afa-063f-4f3b-96be-b98214c74912 YouTube: https://www.youtube.com/@CheatCodePodcast

Welcome to Season 2 of The GTM Cheat Code Podcast! This season, we’re focusing on Go-To-Market partnerships. We're super excited to have an awesome stable of guests coming onto the show in season two who are experts in partnerships, nearbound, and using those strategies to go-to-market.Our first guest to explore the world of partnerships with us is a nearbound revenue architect and self-proclaimed Thought-Doer. He is the former Senior Director of Partnerships at Drift, Co-founder of Partner Hacker, and creator of Nearbound Daily, a partnership-focused newsletter that took the GTM space by storm. Jared Fuller is the Chief Revenue & Partner Officer at Reveal, Producer and Co-Host of the Nearbound Podcast, and Author of The Partner Hacker Handbook. Jared’s latest work Nearbound: The Book, will be available on Amazon starting 2/28/2024. Jared joins Co-Hosts Justin Gray and Josh Wagner to share his go-to-market cheat code for partnership success: Strategic Alliances. Jared explains his formula for finding and creating strategic alliances, the three C’s partner leaders need to have, and what strategy actually means for GTM leaders. Takeaways:Strategy is a grossly misused term and to understand Strategic Alliances, we need a definition. Simply put, strategy is a choice. A “Strategy” can answer the following questions: What is your winning aspiration? Where will you play? How will you win? What must be in place for that to be true? When looking for Strategic Alliance opportunities, first, uncover what is most important to the potential partner and find how you can impact that in some way better than the other partners. Without figuring that out, no Strategic Alliance deal will ever materialize.The Formula for Finding a Strategic Alliance: 1. What is most important to the company? (EG: A top-3 metric for the CEO), 2. How do you impact that metric? 3. What does your impact on that metric look like at scale? 4. Who in the company is compensated based on that metric?)For example, Jared identified the most important metric to HubSpot was free-to-paid conversions and that the best indicator a customer would convert was if they closed a deal in the CRM. Jared then created a way for PandaDoc users to seamlessly integrate HubSpot data into e-sign forms, which helped those users close more deals. Jared then presented the data he collected from these users to HubSpot’s VP of ProductCreating a successful partnership requires an entrepreneurial-minded approach as there is no rulebook. The creative solutions needed to build a thriving partnership come from considering the entire business of each party and how to impact what matters most.To be successful in a partnership role, you need to have curiosity, courage, and conviction. You need to be curious about the market, customer, and industry. You need the courage to go to your leadership and explain why you want to go all in on a partnership. You need the conviction to be willing to die on that hill, which takes guts and a well-informed decision. Quote of the Show:“If you're not an entrepreneur, as a partner leader, get out. Go do something else that's easy and that has a rule book.” - Jared FullerLinks:Nearbound.com Website: https://nearbound.com/ LinkedIn: https://www.linkedin.com/in/jaredfuller/ Reveal Website: https://reveal.co/ Nearbound Podcast: https://podcasts.apple.com/us/podcast/nearbound-podcast/id1533135144Josh’s Episode of the Nearbound Podcast: https://nearbound.com/resources/057-partnerupStrategic Alliances: Partner Up and Play to Win: https://nearbound.com/resources/strategic-alliances-partnerup-and-win/ The Partner Hacker Handbook: https://a.co/d/8bDxZbQ Shoutouts: The Sumo Advantage by Bernie BrennerBernie Brenner - Co-Founder of True Car: https://www.linkedin.com/in/berniebrenner/ Brad Coffey - Board Member of Teamwork: https://www.linkedin.com/in/bradfordcoffey/ Brian Balfour - Founder & CEO of Reforge: https://www.linkedin.com/in/bbalfour/ David Cancel - Co-Founder & Executive Chairman of Drift: https://www.linkedin.com/in/dcancel/ Elias Torres - Co-Founder of Drift: https://www.linkedin.com/in/eliast/ Bobby Napoltonia: https://www.linkedin.com/in/bobby-napiltonia-8b82624/ Andrew Gibson: https://www.linkedin.com/in/agibs1/ Chris Voss - CEO & Founder of The Black Swan Group: https://www.linkedin.com/in/christophervoss/ Never Split The Difference by Chris Voss and Tahl RazSteve Lucas - CEO of Boomi: https://www.linkedin.com/in/nstevenlucas/ Friedrich Hayek - 20th Century Austrian EconomistWays to Tune In:Spotify: https://open.spotify.com/show/5GpM8myxsUinc5bfLIbjJz Apple Podcasts: https://podcasts.apple.com/us/podcast/the-cheat-code/id1692445190 Amazon Music: https://music.amazon.com/podcasts/cb0b3afa-063f-4f3b-96be-b98214c74912 YouTube: https://www.youtube.com/@CheatCodePodcast

Sangram Vajre’s career journey can be summed up in a few acronyms: MA (Marketing Automation), ABM (Account Based Marketing), and GTM (Go-to-Market). You may know him from Pardot, Terminus, Flip My Funnel, or GTM Partners – there’s hardly any conversation happening in the B2B world without Sangram being a part of it. He says he’s leveraged his “cheat” of being intentional with every single opportunity in every role he’s inhabited, from marketing expert to entrepreneur, and as a speaker, podcast host and best-selling author. In this episode of The Cheat Code Podcast, hosts Justin Gray and Josh Wagner ask Sangram about which factors have shaped his personal growth alongside his entrepreneurial mindset. Sangram talks about taking on uncomfortable challenges, not having a Plan B, and why he thinks it’s critical to embrace opportunities and be highly intentional with them, no matter what stage of your career.

In the latest episode of The Cheat Code Podcast, hosts Justin Gray, Josh Wagner, and Sean Kester discuss what the fall of OpenView Partners means for Venture Capital and the startup world. The trio share why OpenView is only the first domino to fall and why other VCs should be taking a hard look at their own standing as well. They highlight problems and hard truths that likely contributed to OpenView’s struggles, in addition to the need for investor expectations to change. Justin, Josh and Sean touch on their views for how VCs can evolve and landmines they can sidestep in order to get on more stable ground – and how this will benefit startups in the long-run.

Does success in B2B sales come down to having a natural aptitude for it or having the right training? According to Triple Session CEO Matt Doyon, this isn’t an either or question. It takes both. Matt says proper sales training often falls off after the initial onboarding process is over – and that’s a huge mistake, especially when it comes to building teams capable of seeing long-term success. Over the years, Matt developed a 3-step methodology to power his own sales performance. On this episode of The Cheat Code Podcast, he joins co-hosts Justin Gray and Josh Wagner to break it down. The best part? This methodology can be applied anywhere beyond sales, and both personally and professionally. During their conversation, they also touch on strategies for overcoming sales challenges, the importance of collaboration, and the significance of ongoing improvement in the business landscape.

The Cheat Code Podcast co-hosts Justin Gray, Josh Wagner and Sean Kester recently took the virtual stage at the Nearbound Summit 2023 to share valuable insights and real-world experiences on the world of B2B partnerships. In this episode of the podcast, the trio address a number of questions from the conference audience.

In the latest episode of The Cheat Code Podcast, co-hosts Justin Gray, Josh Wagner and Sean Kester reconvene for their Partnership Series. They shed light on the role of knowledgeable B2B partners to serve as the linchpin for businesses looking to succeed in product implementation and beyond. There are countless ways the right partnerships can benefit an organization. Adept partners excel in navigating integration processes, offering invaluable insights to clients and often enabling them to execute tasks without constant guidance. Over time, this builds trust, bolsters product adoption rates, and drives favorable business outcomes. Still, there’s a delicate balance between offering support and setting necessary standards. Justin, Josh and Sean delve into the value of creating a collaborative ecosystem that inspires partners to work together harmoniously.

In today’s fast-paced business environment, B2B leaders have their hands full navigating the complexities of team dynamics, role clarity, and personal growth. This is something Kevin OMalley knows a lot about. Kevin has been a marketing leader at companies of various sizes and stages, including Salesloft and Stax, where the pressure was on to move the needle and create impact. Over the years, Kevin has overseen marketing teams from three to 60 people. He’s learned a trick or two along the way, including his cheat: putting the right people in the right roles at the right time.

How important is authenticity to a person, to a business leader, to a brand? According to Katie Martell, it’s absolutely crucial. In this episode of The Cheat Code Podcast, co-hosts Josh Wagner and Justin Gray welcome Katie – an “unapologetic marketing truth teller” – to discuss her cheat: unabashed authenticity. Staying true to oneself goes beyond branding and leadership, particularly in the context of social issues and movements. Katie, Josh and Justin discuss how companies are grappling with the need to be authentic in their messaging and actions. They also talk about challenges leaders face when trying to balance authenticity with the traditional expectations of professionalism and the evolving expectations of employees, especially in younger generations, who are increasingly seeking workplaces that align with their values and allow them to bring their authentic selves to work. The interview also explores how companies can navigate shifts toward greater authenticity and the potential for brands to turn negative feedback or call-outs into opportunities for growth and transparency.

In the fast-paced realm of B2B, partnerships have become a cornerstone for driving lasting growth and keeping customers happy. They swing open the doors to fresh markets and customer bases, injecting businesses with extra know-how and resources, and nurturing the creation of solid product offerings. In this special episode of The Cheat Code Podcast, co-hosts Justin Gray, Josh Wagner, and Sean Kester put partnerships under the spotlight, highlighting their pivotal role in today's B2B scene. They chat about the need for clear-cut partnerships, shared goals, and solid backing from the higher-ups to make collaborations work. They also dive into the nitty-gritty of measuring partnership success and the potential pitfalls of rushing into alliances. Sharing insights from their own journeys, the team talks about the art of finding common ground and delivering real value to partners. They also give a shout-out to the all-important role of integrated partner teams within the bigger organizational picture, making sure partnerships thrive and grow. This episode kicks off a new series that will continue to dig deep into the potential of partnerships in today's B2B landscape.

On this episode of The Cheat Code Podcast, co-hosts Justin Gray and Sean Kester welcome renowned sales influencer Gabrielle Blackwell to discuss her cheat: developing a playbook to operationalize career success. Playbooks are essential tools for ensuring that sales teams work cohesively, efficiently, and effectively. They provide a roadmap that empowers sales representatives to consistently achieve and exceed their targets, driving overall business success. And, as Gabrielle explains, a well-structured playbook can be a game-changer, providing a clear roadmap for sales teams to follow.

Since 2008, Scott Brinker has run the Chief Marketing Technologist blog, chiefmartec.com, to analyze topics at the intersection of marketing, technology, and management. Highly respected in the industry with more than 50,000 readers, Scott says there’s no “cheat” to becoming a subject matter expert. In fact, he says it’s taken him more than 10,000 hours to become a trusted source in his field. On this episode of The Cheat Code, Scott joins co-hosts Justin Gray and Sean Kester to discuss the long-term commitment and passion it takes to truly carve a niche for oneself as a subject matter expert. They discuss principles for staying on track, ways to engage stakeholders, and advice for listeners looking to start a similar journey in their chosen field.

Having a solid mentorship network is a game-changer for B2B startup leaders today. Mentors can offer wisdom, fresh perspectives, constructive criticism and even emotional support. They can also help expand your professional network, connecting you with valuable contacts and opportunities when you need it most. On this episode of The Cheat Code Podcast, Datos Insights CMO Megan Heuer joins co-hosts Justin Gray and Sean Kester to discuss the differences between mentors, advocates and coaches, and how and when to best utilize them. She shares how she’s leveraged her mentorship network as her “cheat” throughout her career, ways companies can promote mentorship and best practices for being a mentor and mentee.

The VC world is hard to break into, but you can get your foot in the door with the right approach. Just ask David Paul, an entrepreneur who decided to pivot to venture capital. What he lacked in experience, he made up for with his own personal “cheat” – a combination of desire, curiosity and horsepower – to gain credibility and build relationships. After learning the ropes with a seed-stage venture fund, and spending five years with a multi-family office specializing in growth capital opportunities, David founded DWP Capital in 2021. Today, he joins co-hosts Josh Wagner and Justin Gray to share why his cheat can be applied across the board, for any type of role, no matter the industry. David explains the importance of building credibility and trust, why it’s important to stay true to your strengths, weaknesses and sincere interests, and always stay humble.

In a crowded marketplace, where there are often numerous options for B2B solutions, a strong brand is a way to rise above the noise, establish credibility, and create lasting relationships with customers and prospects. It's not just about a logo or a tagline; it's about the overall perception and reputation your startup has in the minds of your target audience. In this episode of The Cheat Code, hosts Josh Wagner and Justin Gray welcome Goldie co-founder and CEO Scott Albro. Building up a brand and leveraging it to boost leads and increase conversions was a key part of his success in growing his previous company TOPO and establishing it as a key industry player. Scott explains why his “cheat” of continually prioritizing the brand goes far beyond the artwork and why founders of B2B startups need a strong brand in today’s competitive market.

Bringing on a co-founder – let alone selecting the right person – is a monumental decision for an entrepreneur. The appeal is there, especially knowing another leader would take some responsibilities off your plate. But as you pour in time, effort, money, and emotions into your business, even minor misalignments can become big headaches (and very expensive break-ups). In today’s episode of The Cheat Code Podcast, hosts Justin Gray and Josh Wagner welcome Cable co-founder and CEO Natasha Vernier to discuss her experience adding a co-founder to grow and scale the all-in-one financial crime effectiveness testing platform. Natasha shares what motivated her to bring on a co-founder, as well as considerations and conversations she had to vet whether it was the right decision and right person. She also offers advice to other founders on building a successful co-founder working relationship, how to navigate difficult conversations and ways to stay aligned.

AdPipe’s Derek Grant has a long track record of success in sales and leading sales teams. He attributes this to his “cheat” – setting expectations and holding people accountable. Not only does setting a clear bar empower teams, it helps everyone stay on track to meet and exceed goals. But, there’s no such thing as setting and forgetting expectations. Derek and his team rely on weekly data check-ins to oversee progress and spotlight where trouble might be brewing. In this episode of The Cheat Code Podcast, Derek chats with hosts Josh Wagner and Sean Kester about his formative experiences at Salesforce, Pardot and Salesloft. He shares the six leading indicators his team tracks and how these help inform his coaching style to different salespeople. The group discusses how early-stage founders should establish expectations and the value in allowing employees to redeem themselves. Derek also shares actionable advice for listeners, including how founders can leverage their stories and transition from being the face of the sales process while staying involved.

Inboxes are full. People aren’t picking up the phone. There’s noise everywhere. So, how do B2B startup leaders and sales professionals differentiate themselves in the marketplace and foster meaningful connections with prospects and customers? Demandbase’s Chris Moody says it comes down to high value offers. In this episode of The Cheat Code Podcast, hosts Justin Gray and Josh Wagner speak with Chris about educating startup founders on creating high value offers around their expertise. Chris shares why engaging and personalized interactions stand out, especially those that go beyond product knowledge and demos. They also talk through best practices, real examples and why success from high value offers usually stems from understanding the needs and pain points of their prospect and offering relevant solutions.

According to Winning By Design’s Lauren Goldstein, maintaining momentum is a key driver of success in the B2B space. She’s so certain of this that harnessing momentum has become her own personal “cheat”. It’s also sage advice she gives to B2B leaders seeking to stand out from their counterparts and propel their business forward. Lauren joins co-hosts Justin Gray and Josh Wagner on this episode of The Cheat Code Podcast to unpack the power of momentum. They discuss common “momentum killers” in business, tips for avoiding unnecessary stops and starts, and ways to maintain a continuous flow of progress. Lauren breaks down why momentum does not require non-stop grind, and why leaders should foster an encouraging company culture to boost positivity and keep team members aligned and motivated. Lauren shares how partnerships can increase momentum and impact, and help organizations achieve joint success. BONUS: Lauren is a co-founder of Women in Revenue, a 501c3 nonprofit organization which serves 7,500+ members in revenue generating roles across marketing, sales and customer success. For more information to join or get involved, visit www.womeninrevenue.org.

In the fast-paced world of B2B startups, the initial focus on customer success often gets overshadowed by the pursuit of revenue growth and vanity metrics. However, it’s crucial to remember that customers are the foundation of any business and their satisfaction is key to long-term success. In fact, by focusing on early customers, aligning metrics with value, and leveraging customer success assets, companies can drive growth, gain valuable insights, and build strong customer relationships. In this episode, Justin Gray and Sean Kester interview Stage 2 Capital’s Liz Christo on the significance of customer satisfaction and effective strategies for measuring and leveraging it to drive growth. They discuss the importance of early customers, defining leading indicators of retention and scaling customer success. Liz also shares tips to leverage customer success assets and breaks down why customer satisfaction should always remain at the core of every business's strategy.

Building an outbound sales motion is no easy feat. B2B startups and sales teams are faced with a tsunami of questions and decisions, such as when to deploy SDRs, whether to use a full cycle sales approach, and how to navigate the complexities of outbound sales. And that’s just skimming the surface. In this episode, Justin Gray and Josh Wagner speak with David Dulany, CEO and co-founder of Tenbound, about understanding the importance of go-to-market fit, setting expectations, and leveraging data and feedback for successful outbound strategies. They also discuss navigating hiring decisions, the role of experimentation and data, and why documenting and organizing are critical to achieve scalable and repeatable sales success.

Having a strong online presence is crucial for B2B success. While SEO and content marketing play vital roles in reaching potential buyers, it's important to go beyond mere optimization techniques. Building a loyal audience that actively engages with your content is the key to long-term business growth. To learn about these nuances, Josh Wagner and Justin Gray invited John Henry Scherck to the Cheat Code Podcast. According to JH, a comprehensive content strategy goes beyond traditional SEO tactics, focusing on creating unique, valuable, and relatable content that addresses the needs and interests of your target market. The effect? It turns audiences into engaged communities. In this conversation, they explore the significance of audience development, the power of social proof, and how to create a cohesive content strategy that resonates with target markets. In addition, they also talk about providing value that goes far beyond initial search intent and building an engaged audience that actively consumes and amplifies content.

When people in the B2B space think of evangelism, they think of Jill Rowley. A veteran of Salesforce, Eloqua, Oracle and Marketo, Jill is an influential figure in the tech industry and has more than 20 years of extensive experience in marketing automation and MarTech. Interestingly, she never actively pursued the role of an evangelist. Instead, Jill’s deep industry expertise, experience, and network naturally propelled her into the position – and she hasn’t looked back since. In this episode, hosts Josh Wagner and Justin Gray welcome Jill to The Cheat Code Podcast. They discuss why evangelism is so relevant to B2B startup founders and leaders today, including that it calls for visionary thinking, identifying better ways of doing things, and building a collaborative community. Jill shares how sales professionals can create lasting partnerships and drive sustainable business growth by nurturing trust and prioritizing the customer experience. And beyond sales enablement, they discuss the importance of instilling evangelism in startups, including through early hires who possess an entrepreneurial mindset and align with the founder's vision. Finally, they talk through the differences between influencers and the future of creators, individuals actively involved in their community and committed to generating valuable content.

In today’s market, relationship selling has become a key driver of success. While digital tools and automation have dramatically sped up how business is conducted, the pace has led to saturation and fatigue. This is why building genuine relationships is such a critical differentiator – trust and meaningful connections matter. According to Ted Purcell, CRO at Tealium, building authentic relationships calls for focusing on the customer and giving buyers “maximum respect”. In fact, his maximum respect approach is a personal “cheat” he’s leaned on for years to propel his career forward. In this episode of The Cheat Code Podcast, Ted joins hosts Justin Gray and Josh Wagner to discuss the evolving nature of sales teams, building teams and finding the right roles in them, as well as which qualities are required to succeed in fast-paced B2B sales environments. Ted shares insights on cultivating a consultative approach, why “intentionality” matters, and why credibility is an essential trait in sales professionals. He also shares personal experiences that have directly shaped his career trajectory and leadership approach. Lastly, he explains why curiosity, passion and humility can help leaders adapt to different markets and selling environments, and forge long-lasting connections with colleagues and customers.

Strategic decisions. Consistent effort. Valuable connections. Intentional referrals. Building a successful business - and reputation - requires all these and more. The payoff is worth it, as these tactics can benefit B2B leaders at any stage of their business journey. Hosts Josh Wagner and Justin Gray welcome Craig Rosenberg to the podcast to learn how B2B startup entrepreneurs can set themselves up for long-term growth, personal fulfillment, and a thriving business ecosystem by embracing these practices. Between Craig’s work at TOPO, Gartner and now Scale Venture Partners, he’s an expert at building relationships and being a helpful resource. In this episode, they discuss the importance of consistency with your connections, the power of meetings to stay engaged with the market, why building trust fosters positive outcomes in the long-run and how referrals build strong networks and open doors to new possibilities.