The New Flywheel: Where Product-Led Growth meets Ecosystem-Led Growth
In building #ecosystem programs and evolving the partnership org to become a CXO-led line of business (LoB), partnership leaders have to balance two big joint-customer OKRs:
?With the increasing dominance of B2B SaaS, we’ve noticed the pendulum shifting from partner sourced to partner influenced revenue as Ecosystem dynamics have moved partnership leaders beyond the Channel LoB’s historic, myopic focus on sourced revenue.
?To help partner leaders land the compelling ROI from partner-influenced revenue, why not demonstrate its value through the lens of Product-Led Growth.?PLG is all about creating a business-model flywheel that optimizes and accelerates the user experience from awareness to evangelism. Scaling the growth of influence improves the flywheel by increasing top-of-funnel activity while accelerating the customer journey across the user experience stages. Creating this connection and quantifying the impact on PLG should make VPs of Product & Revenue stand up and pay attention!
?The Ecosystem flywheel shifts to overdrive when partner leaders connect partner-driven influence with partners’ ability to deliver superior customer experience.?This is achieved by linking company SaaS-to-SaaS roadmaps and their influence leverage with a more impactful version of a channel of value-realization services partners like SIs and Agencies who can support end-to-end solutions.
?We like to call this roadmap-to-influence-to-channel play and the accelerated growth flywheel that it creates #EcosystemLedGrowth (ELG).?And we are betting that the results of ecosystem-led growth will convince CEOs to invite partnership leaders to join the C-suite and help them build out their #EcosystemLoBs.
I help connect people and ideas to build relationships where everyone derives value. Enthusiastic about data, analytics, content and alliances!
3 年Sekar Puly Preseetha Pettigrew agree with this idea
~Ecosystem Chief Connecting Dots @ AI Startups ~Named Most Inspiring Partner Leader ~Value Co-Creation Partnerships ~@Vectara @Twilio @Google @Cisco Empathy Builds Trust & Motivates Loyalty #BeHuman #FreePalestine????
3 年Thanks for sharing, love the #EcosystemLedGrowth... I truly believe Ecosystem Partnerships are the enablers of growth and scale!
Go To Market Consulting for Information Technology Industry
3 年After reading, I am wondering what are examples of new kinds of metrics vendors need to be considering? Clearly there needs to be more than "resale" transactional metrics. What are you seeing as top 3 that are evolving? For leadership to shift and invest they are going to need to measure.
Co-Founder, Chief Partner Officer at Partnership Leaders
3 年Kyle Poyar I find this to be a fascinating concept. Given your focus on PLG and the partnerships world I thought you'd be intrigued as well. At Crossbeam we are investing cycles into thinking about all the places integrations can accelerate the effectiveness of our PLG efforts.