Marc Gaudett

Founder

Helping family offices in Canada provide their high net worth investors with preservation of their capital through a closed-end value added fund that seeks to identify and take advantage of opportunities to redevelop and improve on existing real estate assets while achieving strong risk-adjusted returns for investors.

Details:
Targeted net returns 12-18%

Disrupt Real Estate Investments Inc

Maropost

Partner Channel Advisor

Maropost is the leading provider of on-demand email, digital marketing, CRM and Ecommerce solutions. Our Software as a Service (SaaS) technologies provide organizations with integrated platforms to connect with customers via email, mobile, social, automation, display on Marketing Cloud and CRM, Ecommerce, Sales Automation, Sales Management on Sales Cloud.

-Helping to improve the deliverability of high volume email senders sending up to 1 billion emails a month
-ISP and compliance strategy provided to run a world-class email and multichannel marketing strategy
-Consultation provided to highly regulated industries and those requiring HIPAA and HITRUST Compliance
-Provide Guidance on set up, strategy, implementation and how to keep on top of the best practices that your competitors are using to increase engagement rates

Some of my achievements are
- Helped scale the company from 20-50M in Revenue
- Helped scale the team from 4 employees to 35+
- Consistently add the most net new revenue to the company each year helping Maropost keep its momentum as one of the fastest-growing companies in Canada
- In partnership with other departments helped design sales, marketing, pricing, and overarching go-to-market strategy
- Helped Develop referral and partner program and brought the first partners into the program
- owned and managed implementation of Hubspot and Salesforce implementations

Senior Enterprise Account Executive

eSSENTIAL Accessibility

eSSENTIAL Accessibility is a comprehensive digital accessibility-as-a-service platform. We help organizations create inclusive web, mobile, and product experiences through digital accessibility testing, evaluation, and remediation.


Some of my achievements are:
- Brought on the largest enterprise customer that contributed more net new and expansion revenue than any other company in 2022
-Led the organization in net new business sales while maintaining the highest quota in the organization
- In partnership with other departments helped design sales, marketing, pricing, and overarching go-to-market strategy
- Helped Develop referral and partner program and brought the first partners into the program contributing to an additional 15% in revenue
- Created outbound strategy that generated more qualified meetings from my SDR/BDR team than any other territory in the company

Strategic Enterprise Consultant at eSSENTIAL Accessibility WCAG, AODA, ADA, Sec. 504, Sec. 508

Gymnut

Gymnut, 'The iTunes of Fitness', empowers trainers, athletes, and brands to connect with fitness enthusiasts in innovating ways, making it the best place to find a personalized workout, nutrition, and training plans they need.

-Created new Vertical extending our offering into Studios and Gym Franchises expanding our offering into a multi-billion dollar industry.
-Created Short and Long Term Partnerships that set the stage for Gymnut to earn 7 figures in 12 months
-Delivered our First Enterprise client

Advisor

Salesforce

-Reached out to and engaged both cold and warm prospects in the SMB market to form long term relationships and generate sales
-Consistently helped my team surpass our monthly team revenue goals by more than 20%
-Leveraged skills developed as a top-performing BDR to consistently generate the most outbound activity and new business pipeline
-Consistently negotiated commercial contracts across multiple products with C-level Executives contributing to over 30% year over year business growth.
-Coached and mentored up and coming Account Executives

Account Executive

-Reached out to and engaged with cold prospects to prompt conversations about how salesforce.com could be leveraged to manage, grow and scale their business
-Sourced and created deal sizes of 25-300k in value
-Consistently exceeded monthly quotas (155% on avg.)
-Lead the Mid Market Sector in pipeline generation of over $4 Million in annual revenue 
-Broke the record for most pipeline generated amongst a mid-market AE
-Member of the interview committee to assist in hiring selection
-Audit Committee Member- Ensure compliance and data quality before submitting opportunities and deals for approval-including accuracy of dollar amount, timelines, Decision makers involved and close dates
-Team Lead and Mentor, involved in sharing of best practices, successful on boarding strategies, training sessions, and maximizing team productivity

Sr. Business Development Representative

Physique Factory

We are a fitness company. We work with people of all ages at improving and manage their own health so they can use the improvement in energy and focus to get the most out of themselves in each other area of their lives.

We Specialize in:
-Bootcamps and group training fitness classes
-Body Transformation Coaching
-Nutritional and Workout Program Design
-1 on 1 personal training

Owner

World Trade Group (WTG)

Responsible for growing two of the companies largest events, The American Manufacturing Summit and Global Pharmaceutical Summit.

-Consistently cold-called  C-Level Executives of Fortune 500 Companies regarding investing in sponsorship packages for World Trade Group Summits
- Performed market research to identify and target key niches contributing to the growth of The American Manufacturing Summit by approximately 50% from the previous year.

Project Director

Scholars At Your Service

In charge of recruitment, hiring, training, coaching and overall franchise operations (marketing, sales and production) for the Lawrence Park and High Park regions of Toronto.

Results
-Two 6 figure businesses produced over the course of the each summer
-Recruited, Hired and Trained over 20 employees
-Mentored and Assisted in Coaching 7 Other Franchisees


Skills Developed:
-Operations Management
-Personnel Management
-Project Management
-Marketing Management
-Stakeholder Management
-Sales Management
-Market Research Forecasting and Planning
-Brand Management/Marketing
-Business Planning
-Commercial Strategy
-Customer Service

Senior Franchise Owner

Sears Canada

Provided support to the various buying teams comprising the Craftsman and Electronics  and Leisure and Sports divisions

Marketing Business Associate

We've been helping B2B SaaS Founders grow profitable businesses over the past decade

Imagine your calendar filling up with sales appointments, hiring a salesperson or team, your revenue increasing, cash accumulating in your business checking account, getting your next round of funding, or seeing a clear exit from your business.

That’s what most DREAM about, yet cease to ever accomplish…

After working with and speaking with hundreds of Software Companies and Startups,

I’ve noticed a pattern of why most SaaS founders can’t scale in their early stages and I’ve distilled it down to three key forces:

Force #1: Generalism: Not solving a specific problem for a specific person or specific business

Without this specialization, the SaaS founder can't capitalize on one of the most powerful Economic forces - Desire. This results in generic marketing and NO demand generation. 

Force #2: Systems: No systems in place to generate consistently qualified meetings that turn into REAL pipeline.

The Founder needs to do all prospecting and sales with inconsistent results each month. 

Force #3: No Sales Operating Procedures - No predictable sales process or sales team in place.

Without a high-converting sales process, it's impossible to scale, let alone remove the Founder from the sales process. Most SaaS Founders haven’t developed the necessary sales skills, or the documentation needed to effectively remove themselves from the sales process.

Now if you are facing any of these forces, I have good news! These are completely avoidable and reversible if you just follow the right process.

At MarcGaudett.com, we are client-obsessed helping SaaS Founders succeed by filling these gaps. Our “North Star” is our clients. Helping them get their first 1M in revenue and then grow to 10M+ in ARR in the fastest, most predictable, and cost-efficient way possible. Our hygiene standard is to help our Founders go from 1-10M in ARR in their first 4 years without any paid advertising.

We’ve spent the last 10+ years dialing in a process that just works!

Some of Our Results
→ Created a 6 figure + business in less than 12 months from scratch
→ Generated Over 4.5M in pipeline in less than 12 months
→ Generated over 4M in sales in a single year and 10M+ in net new business revenue in less than 5 years

If you are a SaaS Founder and want to learn more you can book a time in my calendar (located in my featured section). Alternatively, you can join my weekly newsletter (The Saturday SaaS Founder) which highlights SaaS founders who are actively growing their ARR (see my featured section).

Partner Engine energy.

I was reflecting this morning on what we’ve been building across Partnerships at Instantly.ai (my colleague Aaron. Reid did the same for VIP) — and it hit me how wild the momentum has become.

I don’t have a giant team photo like Aaron posted.

But what we do have is something just as powerful:

👉 Partners who build with us
👉 Teammates from all departments who show up every day to push the ecosystem forward
👉 Integration teams shipping fast
👉 Affiliate/Referral and Integration partners scaling and pushing fast with us
👉 Product & Dev turning the impossible…into infrastructure

And in just the last few months:

⚡ LinkedIn automation partners (Aimfox, HeyReach.io, Valley) helping redefine multi-channel outbound
⚡ CRM platform integrations lining up co-marketing + connected accounts
⚡ Data and enrichment partners expanding what’s possible inside Instantly
⚡ Internal rockstars — Eli Lubimov, @Jose, @Indrek, @Dan Lupasco — building the backbone of the ecosystem
⚡ Dozens of affiliates + agencies driving real revenue every single week

At this point, it feels less like “partnerships”…
and more like a movement.

Ideas flying.
Integrations going live faster than ever.
Co-marketing stacking up.
Everyone rowing in the same direction.
Real passion. Real ownership. Real momentum.

Proud of what we’re building — together.
And honestly? We’re just getting warmed up.

The next chapter starts here. 🚀


(If you want to partner, integrate, or co-market with Instantly — DM me. The ecosystem is wide open right now.)

PS — The image was made with A.I., so Eli Lubimov,Aaron. Reid, Augustin Rialan, Dan, Hans Dekker, Indrek Stern, Jason Kim, Marija Crnojacki, Vadim Smirnov, Yaroslava Tensina… can you guess who is who with some extras? 😂

Jose is missing — and so many others who are part of this growing engine

Leading the Partnerships Team at Instantly | Building $100M+ Partner-Sourced ARR+ Case Study

I made a mistake early in my partnerships career that almost cost me millions in pipeline.

And I still see 90% of SaaS companies making it today.

They treat partnerships like a channel.
Not a system.

Here’s what actually happened:

A few years back, I was working inside a fast-growing SaaS company. We were signing partners fast. Big logos. Big excitement.

But revenue wasn’t moving.

Why?
Because we were doing partnerships the way everyone else does them:

recruit a partner
give them a link
pray

And then blame the partner when nothing happens.

One day a partner told me bluntly:

“Marc, promoting you isn’t the problem…
there’s just nothing compelling or sticky keeping you top of mind.”

That hit hard.
Because he was right.
We weren’t setting them up to win.

So I rebuilt the entire motion from scratch.

And here’s the part nobody talks about:

You don’t get $10M+ partner-sourced ARR by signing partners.
You get it by making sure every partner sees you as a distribution channel.

That’s the shift I’m applying again right now as we work with strategic partners.

Here’s the 3-part system I use (and am still building):

1. Activation beats acquisition
If partners can’t win in 14–21 days, you lose 80% of them forever.

2. Ecosystem > channels
Affiliates, integrations, agencies, and referrals must feed each other — not live in silos.

3. Your partner program is a product
Products need onboarding, positioning, outcomes, and feedback loops.
Most partner programs don’t have any of those.

If you build these three things,
you don’t get a “partner program.”

You get a GTM engine that compounds every month.

And no — attribution won’t be perfect.
If you wait for 100% accuracy, you’ll never scale.
Act on the 80% signal that’s obvious,
and improve the last 20% as you go.

I’m building this system in public as we scale partnerships at Instantly.ai.

If you’re a SaaS company, or a top creator/affiliate and want access to the frameworks as I publish them — or want to work together — connect and DM me “PARTNERS.”

Partnerships don’t scale from one big move.

They scale from 100 small ones done consistently.

The last 60 days at Instantly.ai proved it again:

– Ship integrations fast
– Fix attribution where you can
– Activate affiliates daily
– Remove blockers for dev/marketing
– Keep standards high even when speed is the pressure

That’s the real engine behind partnerships

This quarter we focused on 3 things:

-Speed
-Systems
-Activation

And it’s working: integrations are going live faster, more affiliates are activating every week, and partners are seeing real growth from working with us.

2026 is simple: scale what’s already working

 Let’s build the next wave.

P.S. Great tools deserve distribution. if you think there is alignment - reach out to me.

Most SaaS companies underestimate how much distribution they’re already sitting on.

This week I talked to three different founders — all building great products — and every single one had the same bottleneck:

They weren’t using the distribution they already had.

Affiliates sitting idle
Integrations that weren’t activated
Communities that wanted to promote them but didn’t know how
Partners who loved the idea of collaborating… but had no playbook

What I’ve learned building partnerships is this:

Your product isn’t the growth engine.
Your ecosystem is.

And the moment you get affiliates, communities, integrations, and co-marketing running in one direction, growth becomes predictable.

Here’s the simplified version of the flywheel we’re building right now:

→ Launch integrations fast
→ Build the co-marketing motion and an additional revenue stream for both sides
→ Help each other promote (assets, workflows, playbooks, creator intros, affiliate intros)
→ Track what you can — even if the tracking isn’t perfect yet
→ Improve attribution as you add more tools and bandwidth
→ Highlight wins publicly
→ Repeat

This compounds. Every partner you activate increases the reach of the next.

The number one thing my team focuses on: momentum beats perfection.

Yes, there are things we want to do. Yes, we want cleaner tracking, better dashboards, tighter attribution. But those things take dev work, tools, time — and while you build them, the opportunity window is moving.

So we ask one question consistently:

“Is what I’m doing right now moving the flywheel forward?”

If the answer is no, it’s usually because something “feels” important but is actually an excuse — waiting for X, waiting for Y, waiting for the perfect conditions.

Growth doesn’t wait.
You create it by moving the conversation forward today.

And honestly, if we had waited for everything to be perfect, you wouldn’t be seeing the LinkedIn integrations we just shipped — Aimfox, Valley, HeyReach.io — plus the AI workflows powering it all behind the scenes.

Those came from momentum.
Not perfect conditions.
Just relentless forward motion


Instantly.ai

Resharing this because it’s a big milestone for us Instantly.ai
 — and a huge step forward for Partnerships at Instantly.

Coordinating multi-channel outreach across platforms has always been a challenge. Bringing Aimfox, HeyReach.io, and Valley together with Instantly for our first version of this is a major step toward a fully unified outbound ecosystem.

This took weeks of collaboration across Partnerships, Product, Engineering, Marketing, and each partner’s team — so thank you to everyone involved in making this happen.

Excited for what this unlocks for users, and even more excited for the next partners coming into the automation layer we’re building.

Multi-channel outreach just got way simpler 🎉

Instantly Automations are live! And so are our first integrations with LinkedIn outreach platforms: Aimfox, HeyReach.io and Valley.

These integrations let Instantly connect your email workflows with your preferred LinkedIn outreach tools, so everything stays synced without manual work.

Here’s what this means for you:
☑️ One clean workflow
Email → LinkedIn steps happen inside one system, while all LinkedIn actions are handled by your connected Aimfox/HeyReach/Valley account.
☑️ Fewer manual steps
No more exporting lists, copying profiles, or moving leads between platforms. Instantly sends the right leads to your connected LinkedIn tool automatically.
☑️ Follow up at the perfect moment
If a lead replies or shows interest, Instantly can route them into the correct LinkedIn sequence inside your connected tool, while they’re still warm.

Build your first workflow → instantly.ai

I’ve done the same “back-of-the-napkin math” a hundred times:

“If we ship 10 integrations…
 if we activate 200 affiliates…
 if each partner sends X leads…
 we’ll add $___M in ARR by December.”

The math always looks perfect on paper.
But here’s the real lesson that December is forcing me to internalize:
Momentum doesn’t come from math — it comes from action.

Partnerships only grow when:

we’re shipping integrations weekly, not quarterly
we’re activating partners today, not “after the holidays”
we’re building co-marketing loops in real time
we’re following up immediately, not “when things slow down”

P.S. A reminder of what we’re building — and why the right partners can feel the momentum from day one.
we’re creating quick wins, not waiting for the perfect plan

Everyone loves to forecast.
But many forecasts are just productive procrastination.
If you want explosive growth, it’s not just about modeling it…

It’s about earning it with action.

That’s the December mindset at Instantly.ai:

Small wins daily → compounding momentum → massive Q1.
Run the numbers if you want.
But don’t expect them to be right.

What will be right is the outcome if you take action consistently.

P.S. A reminder for myself and the type of partners we attract

The Partner Flywheel I Wish I Built 5 Years Earlier

Most partner programs die because there’s no flywheel.
Just a list of names and a prayer.

Yesterday I talked about the mistake that almost cost me millions in pipeline.

Today, here’s the system I built after fixing that mistake — the same one I’m applying right now while scaling Instantly’s ecosystem.

It’s simple, but it compounds fast when you execute it with intention:

The 3-Layer Partner Flywheel (that actually scales ARR)

1. Recruit for fit, not volume
Most SaaS companies recruit everyone.
I only recruit partners who have an audience, a distribution engine, or a workflow overlap.

If they don’t already have a “why now,” they won’t perform later.


2. Activate in the first 14 days
The biggest unlock I learned:

If a partner doesn’t win early, they likely won't win later.


My activation sequence is simple:

-a co-branded post we can both use immediately,
-a plug-and-play promo they can deploy today,
-and a clear path to their first 5–10 signups so they feel momentum fast.

Partners need to feel momentum immediately — 14 to 21 days max.


3. Turn their success into distribution
Once they get wins:

feature them
send them more exposure
co-market their workflows/do a webinar
build integration stories around them

Every win becomes a marketing asset.
Every asset attracts the next partner.
Every result can be shared with your affiliates/creators to give them something to engage with

The flywheel spins faster each month if you keep being consistent.

The truth no one tells you:

You don’t scale partner-sourced ARR by collecting partners.

You scale by engineering early wins, then using those wins to pull the next wave of high-quality partners into your ecosystem.

This is how you turn partnerships from “random channel”…
into a GTM engine that feeds itself (and guess we are still building this bigger and better).

The only way this works is when everyone rows in the same direction —
 marketing, sales, creators, affiliates, and the partners themselves. I

If you’re building a real ecosystem (not a directory), DM me “FLYWHEEL” and let’s talk.

Instantly.ai

Multi-channel isn’t a “nice to have” anymore — it’s the new baseline for modern outbound.

This is why I’m excited about the Instantly.ai × HeyReach.io integration.
We’re not just adding features… we’re connecting entire ecosystems.

LinkedIn + Email → automatically synced
Triggers → flowing both ways
Partners → combining strengths instead of competing

This is exactly the type of integration the outbound world has been waiting for — and the kind I’m committed to bringing into the Instantly partner network.

If you want to see how it all works, join the live session 👇

Getting started with multi-channel outreach doesn’t need to be complicated.

We’re hosting a session on Dec 3 to give you a clear, practical look at how the new Instantly.ai × HeyReach.io integration works, and how to use it to simplify your outbound workflow.

Register here 👇

Hans Dekker, Brandon Charleson and 189 other attendees

Your New Outreach Engine: HeyReach × Instantly Live Demo & Use Cases

AudienceLed

112 experts interviewed and counting. 1082 pieces of content created and counting. 10 brands helped and counting. Building networks of trust for our. clients. We help teams go-to-market WITH their market. No one wants another AI-slop SEO blog post written by non-experts. Buyers want to hear from the exact people they trust. That's the brands, people, and places they listen to, transact and engage with daily. 

Our offer? A done-for-you service to generate demand and build fast-converting pipeline. We execute multiple expert-led campaigns deployed into your existing marketing systems, with additional distribution with and through third-parties.

We also help scale community & user generated content and throw events with the ecosystem.

DM me to learn more. 

And watch me change the way the industry looks at go-to-market in a paradigm shift, all while doing it ourselves.

Co-Founder & Chief Partner Officer

BD Paths

I help companies orchestrate their ecosystems with better partner operations. But... not all partners are made the same.

"We are hitting target but don't know how to scale" is too common. Become profitable by aligning partner types to the core revenue metrics within your business.

I am only taking on one other client, so DM me to see if there is availability.

Partnership Leaders

Member

nearbound.com

Getting Nearbound into the dictionary and distributing through network effects like no tomorrow. Nearbound sales + marketing will revolutionize the way you do business.

This section was post-acquisition of www.partnerhacker.com by www.Reveal.co where we rebranded to www.nearbound.com.

Director of Strategic Partnerships

*First hire as Head of Partnerships

- Supported key relationships that resulted in an acquisition in record time for a media company.
- Executed on ~$1million in sponsorship programs including communications, debriefs, reporting, engaging key stakeholders, and relationship management.
- Lead all project management for sponsorship programs resulting in over 1,000,000 impressions and 10,829 leads for our partners.
- Created a category for technology through marketing strategies related to brand, media, social, networking, partnerships, nearbound, and guerrilla tactics.
- Coordinated multiple internal stakeholders with clear tasks of who does what and by when, following DARCI models.
- Evangelized the nearbound category, partnerships, brands, our partners and sponsors all through content creation including social, long-form, short-form, video, audio, and event related content.

nearbound.com is the #1 source of clarity & guidance, news & journalism, opinion, and connection during the paradigm shift in B2B.

I made this a reality alongside our partners and peers. They all deserve a BIG thank you in these efforts.

Subscribe to the Nearbound Daily to get your PhD in partnerships :)

It's time to PartnerUp.

Director of Partnerships

Reveal

At Reveal I manage ISV partner relationships, as well as using nearbound strategies to get what matters most done: delivering value to the clients to ultimately drive more revenue.

I work with other tech vendors, consultants, and influencers in order to deploy partnerships expertise and value to our clients. We run referral, co-sell, and influence campaigns focused on educating and enabling the ecosystem.

Reach me at wtaylor@reveal.co if you'd like to partner with Reveal or want to learn more about nearbound.

Head of Partnerships

RevGenius

Uvaro

*First guest instructor, helped build the process for effective external instructor contracting and communications.

I believe in life-long learning and empowering others to become their best self - I am proud to participate in, and present during, internal + external events for Uvaro students. These events include demo days, in-class speaking engagements, and instructional sessions.

Some background on Uvaro:

The technology sector needs 250,000 new sales professionals, and our colleges and universities aren’t training them on all practical pieces. Uvaro is building a different type of education system - one that is focused on the objective of preparing students for a career in the talent-hungry tech industry. Simply put, Uvaro has created a better way to grow sales careers in tech.

Guest Instructor

Mailshake

*First and only partnerships hire

At Mailshake, I built the partnership program from the ground up. Here's a list of all things accomplished during my time with the team:

Partnerships:
- Engaged elite brands to get Mailshake a "seat at the cool kids' table"
- Achieved 135% of partner sourced revenue quota for Q1 2022
- Started strategic partnerships that filled gaps in client needs
- Guided integration partners in a "big fish:small fish" dynamic
- Aligned upsell initiatives with partner efforts
- Spent $0 on sponsorships

Business enrichment:
- Built the process for webinars + events from the ground up
- Created a sales playbook for marketing <> sales webinar handoff 
- Trained sales team to adopt and utilize video
- Coached sales team on how to capitalize on prospects warmed by marketing efforts
- Developed first iteration of ICP that aided in direction setting

Became a marketer:
- Executed on various marketing functions with no prior experience:
-- Drip campaigns, webinars, landing page development, social branding, a large summit event, affiliate marketing, SEO + backlink fundamentals, & creative content ideas

Director of Partner Marketing

Vidyard

*First Partner Enablement hire

Milestones:
- Increased partner retention by 70%
- Doubled total agency program revenue over 6 months through enablement initiatives
--- Revenue from partner program flipped from 20% partner-sourced clients and 80% partners to 80% clients and 20% partners.
- Partners are ready to sell services in 60-120 days

Day-to-day:
- Managed 120+ partner accounts ranging from co-sell agencies, referral partners, and technical partners
- Created training resources & co-sell models for partners, partner managers, and internal team
- Established end-to-end partner launch for more successful onboarding + enablement
- Developed a new certification that fast-tracked partner adoption, go-to-market readiness, and aligned better with overall company growth goals
- Built a partner directory for continued refer-back opportunities
- Launched PRM software + integrated into existing systems

Partner Enablement Manager

Bonfire Interactive

- "Municipal Rep of the Year, 2019" - closed highest ARR on immediate team during my first year of ever being an Account Executive
- Closed largest major city (by population) in company history
- Managed the largest multi-year contract upsell in company history, resulting in 2x ARR and a 12x TCV
- Oversaw 20 States in my territory, responsible for fully-operating my own opportunity generation
- Engaged with multiple C-Level executive roles to build relationships and ensure a strong business case to close business

- Maintained relationships with influencers in industry, ranging from large accounts, presidents of associations, educational experts, and those with a loud voice in the market
- Partnered with a BDR and was responsible to set prospecting strategies and provide ongoing mentorship as we prospected this patch together
- Regularly met with marketing to collaborate on national programs, local programs, travel programs, conference programs, and provide feedback
- Coordinated new approaches in selling to different personas, fast-tracking and increasing the success rate of sales cycles
- Pioneered cross-selling initiatives with sister companies to not only leverage relationships, but create strategic plans on how to facilitate an even stronger business case

*First BDR hire

- Developed 102 new opportunities worth $1,836,000 USD in pipeline, leading the BDR team in pipe and opportunity generation 
- Overachieved on quota (115%) and was thus moved from supporting a single rep on the commercial team, to three on the public team 
- Engaged with multiple different C-Level executives (CFOs, CIOs, CPOs) in both the private and public sectors 
- Trained and managed ongoing performance of team members, helping to onboard, create training materials, and conducting interviews to qualify potential hires

Business Development Representative

I make partnerships profitable with RevOps, sales signals & tactical playbooks • Advisor • Buyer alignment, signal selling, and partnerships • Tech stack recommendations • Stop selling on hard mode

I help SaaS revenue teams integrate third party expertise (the people, brands, and places) that influence their buyer to surround them (instead of spam them)  👉 where buyers already transact and spend their dwindling attention credits 👇

Buyers don’t believe brands as much as they believe the people, brands, and places they already work with and listen to.

That’s why your sales and marketing team need a network of trusted people in your ecosystem.

When you activate that network, you get:
👉Warmer doors opening faster
👉Higher win rates
👉Deals that close sooner
👉Bigger deal sizes

Proof I’ve lived this:
✅Built enablement programs that boosted partner retention by 70%
✅Created a partner motion that matched sales revenue with 1/3 of the headcount
✅Outperformed a full SDR + AE team using ecosystem plays
✅Scaled a business to $1M in 12 months → acquired

(And yes — I’m in the room developing relationships with the influential people your buyers already listen to.)

Activate an ecosystem-oriented modern go-to-market system that focuses on QUALITY and CONVERSION by:
1) Following me here for weekly systems sharing
2) Or DM me if you want me to show you how to:
- Map who your buyers already trust
- Layer partners into your GTM to build pipeline with less spend (without building any new systems)

Oh, I'm also writing a book on rewiring your mindset, which incorporates psychological, sociological, and philosophical concepts. Go-to-market with your market at www.audienceled.com

Will Taylor 🤝

(5/30) Find who your buyers trust: A lost art in marketing 👉 a growing need in intelligent GTM. An in-depth tutorial. A no B.S. tactical content series:

Buyers trust people, not brands.

Here are 3 simplified spheres of influence:

1) Product-know-how
𝐖𝐡𝐨: Customers & agencies
𝐖𝐡𝐞𝐫𝐞: Peer groups, socials
𝐖𝐡𝐲: Literally the buyer or helping the buyer implement the tech and see results
𝐒𝐭𝐫𝐞𝐧𝐠𝐭𝐡: Very high
𝐑𝐞𝐚𝐜𝐡: Relatively low (usually)

2) Product-adjacent
𝐖𝐡𝐨: Technology partners, analysts, bloggers/list makers
𝐖𝐡𝐞𝐫𝐞: Socials, web, events, newsletters
𝐖𝐡𝐲: Hands-on technical knowledge (general), problem and market aware, generally solution aware
𝐒𝐭𝐫𝐞𝐧𝐠𝐭𝐡: Medium-to-high
𝐑𝐞𝐚𝐜𝐡: High

3) Product-aware
𝐖𝐡𝐨: Influencers, complementary tech, podcasts & media sponsorships
𝐖𝐡𝐞𝐫𝐞: Socials, web, events, newsletters, podcasts, Slack communities
𝐖𝐡𝐲: Hands-on technical
𝐒𝐭𝐫𝐞𝐧𝐠𝐭𝐡: Low-to-medium
𝐑𝐞𝐚𝐜𝐡: Very high

Here are 3 ways we help clients find these 3 spheres of influence & where buyers spend time:

1) ICP attention analysis
- Are they tech-savvy & on LinkedIn? Or do they read legacy publications?
- Identified by actual volume of activity and/or traffic
- Use social analysis of actual engagement + volume of influencers
- Find the volume of in-person events
- Identify traffic sources (Google Analytics, ahrefs, Semrush, etc.)

Example: Cybersecurity is active on LinkedIn and X, but much more in-person events. Sales&marketing is VERY active on LinkedIn (not really X)

2) Market analysis
- Who are all the vendors in the space? How are they identified? Are there categories? Where does your company fall?
- A simple way to do this: Ask "What is the 'buying river' for our buyers? What do they buy before or after what we solve for?"
- There is a causal chain based on where you fit in the function you serve, so identify what "surrounds" your product... then you have a list of who your buyer likely already transacts with

Example: If you are Hubspot you're likely purchased first... then you need a document signing tool as you get more sales... etc.

💡 Hubspot got ahead here because of the help of Scott Brinker mapping the martech space!

3) Content topic analysis
- If you have a sense of generally where buyers are engaging, now go deeper and look at the content
- What are these influencers, other brands, etc. talking about? Who are they engaging with? Who do they partner with?
- Who talks about what we talk about? Are we using the same keywords?
- Summarize this into a high-level overview to determine if there is philosophical alignment and incentive to talk about the same things

Example: If the outbound pros are talking about effective cold emailing... then you could easily engage with them as an email tool, a signal tool, a data tool... as all of these topics would overlap and be relevant.

Ran out of space. More in the comments.

Please criticize this or ask me questions. I want to help.

Will Taylor

Helping marketers ⬆️ conversion rates w/ ⬆️ distribution & high-trust content • CPO @ AudienceLed • Run better demand gen with those your buyer already trusts: The people, brands, and places that have their attention.

(4/30) Maximizing event ROI: A multi-channel, multi-partner effort driving over 5,000 registrants. Take over with nearbound. A no B.S. tactical content series:

Goal:
More than 5,000 registrants.

Purpose:
Make enough noise in the market that buyers cannot ignore.

Outcome:
Company narrative reached organic virality where job descriptions, headlines, and even buyers' internal company exec meetings included the narrative. (It worked).

Modern example = Clay

How:
1) Map who buyers trust
- Wrote about this in (1/30) and (2/30), will detail further in the next iteration
- In short, ask your customers who they trust & the other vendors they work with

2) Speak to those they trust
- Approach the conversation with conviction about alignment with them.
- Speak boldly. Speak directly. Ask them if they believe in the mission.
- Build genuine relationships and loyalty, but without the fluff.

3) Put in place a compelling launch
- Large event or resource, etc.
- What is the benefit of participating? Needs to be large enough.
- This will incentivize participation after alignment in number 2.
- People need to get behind something. A movement. An event. An interesting, no B.S. resource. Should be so good they want to share it themselves (& you can incentivize this, too).

4) Make it stupid simple to participate
- Organization is critical. Document everything. Boil it down to a few sentences. Cut the fluff.
- Best done if you do most of the work for them. Pre-write email, social, blogs, etc. promos.
- Seriously, do the work for them. Deliver a package, with what they need to do, when, & if any approvals are needed. It should be as easy as copy & paste.

5) Ask them to invite their partners to participate
- Help them create more of their own alliances.
- Who do they know? Who else is interested? 
- Better for them. Better for you. A faster path to even more strategic relationships.
- Give them the "give" to prop up others on stage.

6) Do the work for them
- All the way down to the topics, speaking tracks, etc.
- No one wants to figure out how to prepare. Prepare for them as much you can (they will modify into their own words as they see fit)
- Make the deck. Write the copy. Create the image. Set the date. Remind them.
(Yes this is like 4 but this is how important it is)

7) Overcommunicate
- It will make them comfortable.
- It will help timelines not slip & will hold them accountable.
- If they said yes to participating, they want to. Don't let them down by missing the mark. Set a cadence of communication to make this happen.
- - - - - - - - - - -
This is a series dedicated to helping marketing and partnerships teams execute with excellence. No gimmicks. No fancy hooks. 

I’m Will, passionate about making markets move together and producing results. I’m the Co-Founder of AudienceLed, a demand gen marketing agency producing pipeline with existing spheres of influence and third-party expertise.

Please criticize this content or ask me questions. I’m here to help.

(2/30) More pipeline, faster, with complimentary brands. A no B.S. tactical content series: Date before you marry! Partnerships without ink on paper.

Your buyer transacts, follows, and engages with brands in your space.

If you sell sales-tech (say, HeyReach.io) it could make sense to collaborate with other sales-tech (like Smartlead).

You don't need a formal integration either (though you can Webhook them together!). Why not test out the appetite from both audiences to enter into the other's flywheel?

Smartlead has a very engaged agency community, as well as a large email list and user-base spanning SMB to enterprise.

This could be a pocket of untapped potential for Heyreach. Heyreach, of course, has a great brand and there may already be some overlap, too.

How do we do it?:
1) Research and analysis.

Who are the other players in the space? We use a custom GPT, data scraping, and HiveSight to see social engagement. We prompt the GPT to look into customer stories and see any similarities.

Lots of hands-on validation too. Follower count. Engagement rate. Etc. 

2) We define the narrative

What is the market talking about? What do people need help with? How does this relate to our client? Would potential partners want to talk about it too?

It's focused on the client, but it needs to be a step above to educate on the problem space at large. 

In the above example, that's modern outbound - it changes RAPIDLY so you always have something to talk about.

3) We invite them in

Like yesterday's post: Simple, clear ask. Direct CTA, all the info they need to be successful (we make it easy).

4) We facilitate coordination

We take on the heavy lifting (looks good for a first date). Now our client is "the hero" for featuring the other, and doing the work for them.

Again, we make it extremely clear who does what, when, and we even pre-write emails, posts, etc.

5) We deploy into demand gen campaigns

We go deeper with those that the initial "date" went well with. Run an event, do another content series, get more product focused.

We re-integrate all of this content as well. Place it into ads. Turn it into a blog. Promote to accounts via ABM and/or in nurture sequences.

(We write and plan all of this for our client)

The result?
- A potential partnership (the marriage!)
- Higher quality content
- More distribution
- Engaged pipeline

*Note: Lots of factors influence audience fit, but you can get a lot from research, and even more if you validate with other tools like Crossbeam.

- - - - - - - - - - -
This is a series dedicated to helping marketing and partnerships teams execute with excellence. No gimmicks. No fancy hooks. 

I’m Will, passionate about making markets move together and producing results. I’m the Co-Founder of AudienceLed, a demand gen marketing agency producing pipeline with existing spheres of influence and third-party expertise.

Please criticize this content or ask me questions. I’m here to help.

(3/30) CMOs and revenue leaders are waking up to this data. 5 new key areas of IMPACT & OUTCOMES to consider. A no B.S. tactical content series:

1. Third parties influence buyers more than companies.

HubSpot: 72% of B2B buyers say peer recommendations are their most trusted source

💡Sponsorships, partnered webinars, influencer marketing, co-branded campaigns, etc. all matter more than ever, even without instant revenue.

🎯 Syncari sees 2x higher conversion rates and faster deal cycles in partner-influenced deals.

2. Attribution can't be a one-touch model

Only 20% of conversions are from first or last touch. 80% happen somewhere in between.

Sangram Vajre says siloed GTM teams fail when incentives compete instead of align. 

Same goes for checkbox marketing - no seller cares about a data point... they want context.

💡Influence modelling, CRM campaign tagging, contact-level ABM, and a more cohesive buyer journey is a must. This is further enhanced by AI's ability to contextualize data into natural language.

🎯 Sendoso reports partner-influenced deals close 28 days faster than non-partnered deals.

3. Ecosystem and community continues its rise

Jay McBain shows us there are 28 moments of influence in a buyer’s journey, and companies control only 4. Buyers are only engaging MORE in trusted circles (outside of your company). 

💡 Partner communities & paid media/sponsorships are trust accelerators. Distribution is the craze as internal SEO and ads only become more difficult and confusing.

🎯Introhive shifted SDRs to focus on partner-led events because those leads were more responsive and high-converting.

4. Expert-led content unlocks all of the above

Content marketing drives 3X more leads at 62% lower cost than outbound.

💡Co-created content can be measured by reach, click conversion, and ICP engagement. More distribution, higher quality content, right from the experts' mouths!

🎯TalentPop found ecosystem-qualified leads from partnered content were ~100x more likely to close than cold ones.

5. Ads need to get more targeted (and have higher trust)

Dreamdata: Branded activations can take up to 200 days to influence pipeline

💡Adopt contact-level ABM and deploy third-party expertise (from customer testimonials, partners, or influencers) into campaigns. Leverage modern ad tools to target (and track).

🎯A co-branded ad campaign from ReSource Point of Sale with partners HP, Epson, and Zebra drove:
- 971% more impressions
- 368% more engagement
- 1,806% more link clicks
- 314% audience growth

- - - - - - - - - - -
This is a series dedicated to helping marketing and partnerships teams execute with excellence. No gimmicks. No fancy hooks. 

I’m Will, passionate about making markets move together and producing results. I’m the Co-Founder of AudienceLed, a demand gen marketing agency producing pipeline with existing spheres of influence and third-party expertise.

Please criticize this content or ask me questions. I’m here to help.

(8/30) The entire process of working with external voices. Step-by-step to execute effective relationship management. A no B.S. tactical content series:

1) Sourcing
Find the right people, brands, & places to work with.

- Leverage custom GPT with ICP context & organizing the information into a table (to copy & paste into a sheet)
- Find complementary brands, their existing partners, who is mentioned online, scrape their websites, & return back the data
- Enrich with a lookalike to capture the entire TAM of the ecosystem
- Enrich further with the specific people at each entity (tech, agency, podcast host, media company, etc)
- Validate by message-fit. Do they talk about/serve the same people? Find out through customer stories, trends they talk about, listed logos, & generally where THEY are showing up (sponsorships, events, etc.)
- Reach out to them with a gift first (invite them into the content campaign)
- Messaging should be custom to each category, deployed multi-modal (LinkedIn + email to start)
- Ensure the list is regularly hit in a multi-step cadence. Rotate them into other mediums if unsuccessful.
- Record an interview for most robust content that you can guide/control to fit your narrative.

2) Production
Take the context from the recording & create everything you can.

- Set the initial strategy to direct towards a common goal, & one that empowers your company.
- Ensure there is a "story" being captured, but ask for the information in multiple ways.
- Frameworks. Methodologies. Step by steps. Workflows. Anecdotes. Stories about outcomes. What's the one-two-punch?
- Analyze & find the best moments. Turn those into snippets. Enrich the snippets with more research, back with your data + industry data. Create the content.
- Make this a content factory line. Each step leads to the next. A person owns each part of the process. Make it easy & efficient.

3) Delivery
Deploy the content that's created & amplify. Fully integrated approach.

- Get approvals first from the third party. Ask for necessary consents.
- Make it so easy they can copy & paste. Tell them what, when, & where to distribute. Leave little room for thinking. If they want to give you feedback they will.
- Ensure there is a content calendar internally. How is it distributed on web, social, ABM/nurture campaigns, etc. What about ad dollars? What about your sponsorships - can they promote it too?
- Re-integrate the content over & over: Once you have enough, create a round-up of the expertise. Dedicate a newsletter. Re-feature them on an event or podcast.
- - - - - - - - -
This is a series dedicated to helping marketing & partnerships teams execute with excellence. No gimmicks. No fancy hooks. 

I’m Will, passionate about making markets move together & producing results. I’m the Co-Founder of AudienceLed, a demand gen marketing agency producing pipeline with existing spheres of influence & third-party expertise.

Please criticize this content or ask me questions. I’m here to help.

📣Network! We need your support 📣. One of my closest friends woke up to difficult news about her mom. On October 26, Nelda called an ambulance due to severe stomach pain. A CT scan revealed a large tumour on her ovary, a smaller one on her pancreas, and a spread of cancer cells throughout her abdomen. After weeks of testing, praying, and waiting, she received the devastating diagnosis of Stage 4 Pancreatic Cancer.

Nelda is a fighter at heart and she is facing this with strength and courage. Pancreatic cancer is an aggressive disease that often shows no symptoms in its early stages, and by the time it’s detected, it has usually spread rapidly. Regardless of the treatment plan, pancreatic cancer often comes with a challenging prognosis.

During treatment, Nelda will be unable to fully tend to and care for Madison, her daughter with Down Syndrome. The current support options for adults with Down Syndrome are limited, with independent living waitlists that span more than twenty years. This has created a need for immediate and ongoing support for Madison while her mom focuses on treatment.

Nelda’s family is doing everything they can and would never want to ask for much from anyone, but the circumstances and logistics are complex and overwhelming. Many people have asked how they can help, so this GoFundMe has been created to offer support during a time when it is truly needed.

All funds raised will support Nelda through treatment and help provide care, stability, and future planning for Madison. I am Nelda’s niece, Brianna, and my goal is to help lift some of the weight off their family as they navigate this painful and uncertain time. Thank you for sharing, praying, and supporting them in this difficult chapter.

https://lnkd.in/gWds3qq6

We are almost at the goal. Help us get over the line.

LinkedIn probably won't like the link in this post, but it's important. Please if you read this share, comment, like, or at least send the gofundme link to someone you believe can help.

My grandma on my dad's side has beat cancer once (and another time very soon)! It is possible with the right treatment, support, and attitude.

My grandpa on my mom's side passed due to cancer in 2001.

I don't know much about it, but when my friend shared it's stage 4 pancreatic cancer... my heart dropped.

If you have anything to give, your support means the world.

Happy Thanksgiving to my American friends ❤️ 

And thank YOU for anything you can do.

Open article: Donate to Help Nelda Meinen fight Pancreatic Cancer & support Madison, organized by Brianna Kampman by gofund.me

Donate to Help Nelda Meinen fight Pancreatic Cancer & support Madison, organized by Brianna Kampman

(6/30) Why partnerships fail: A breakdown on misalignment and how to 𝙖𝙘𝙩𝙪𝙖𝙡𝙡𝙮 get a seat at the table. A no B.S. tactical content series:

Taken from direct experience in-house, conversations across 1,000+ partner pros, deep interviews finding what works, & executing partnerships at scale as an agency.

1) You believe partners impact everything (or are told it's only pipe)

Not all partners are created equal. Your affiliate partner is not the same as your agency partner. 

You also can't just say that partners impact everything. 

Prove it.

If you cannot effectively manage up expectations, then the CMO or CRO will default to what they know and you will never have their teams care. YOU need to SHOW them where partners can impact & cannot.

Here's how:
- Map the buyer's journey.
- Identify what marketing touches (and how - with what activities and tech). The same for sales.
- Theorize where partners can (or have) impacted that buyer's journey. Example: Agency partners help post-purchase (mostly). Resellers pre-purchase. Media/affiliate partners on awareness and education.

Now you can more competently explain why & where we partner & with who. Also, you'll know what activities partners can plug into, as well as what tech affects each stage of the journey.

Layer in your TYPE of business (transactional solution? Or enterprise sale?) & you can even further manage expectations around the fact that partner may not be able to get you an immediate win in 30 days...

2) You blanket the same incentives across partners

Referral commissions only matter to some. SPIFFs are only as good as much as people care. 

What about:
- Quota relief for sellers? 
- Sending referrals to partner? 
- Increasing retention for partners? 

If you have an ideal partner profile, each one should have specific incentives. 

For agency partners, if you win them a client, that could change the course of their year (vs the 15% you offered them). 

The same goes internally. If you only throw money at a problem, people won't emotionally connect. But, if you relieve quota for your sales team, then that's another avenue of them achieving what they care about... versus some random new thing.

Here's how:
- Ask the person what they care about.
- Ideate how you can help them in multiple ways (& then ask again).
- Customize by partner category in your ideal partner profile. Then implement the plan.
- Optimize by identifying additional levers to pull. Does more commission % increase activity? Do the SPIFFs actually work? What about when you send more leads to partners? 
----
This is a series dedicated to helping marketing & partnerships teams execute with excellence. No gimmicks. No fancy hooks. 

I’m Will, passionate about making markets move together & producing results. I’m the Co-Founder of AudienceLed, a demand gen marketing agency producing pipeline with existing spheres of influence & third-party expertise.

Please criticize this content or ask me questions. I’m here to help.

(9/30) "How do you make them take action?" The most common question around working with influencers & partners. It's simple. A tactical content series:

Make it so easy they would be foolish not to take action.

Here's how we execute "Delivery" in our 3-part process.

1) Do the work for them

Seriously. Why would anyone act on behalf of you? Maybe if you pay them, but even then the output won't ever satisfy what you want to accomplish.

Pre-write the message. Write the copy of the content for them. Show up with GIFTS on a SILVER PLATTER.

Literally received an email today from a third-party we work with saying:
"I would just love to say we really appreciate how thoughtful and communicative you all are. We've worked with plenty of partners and it's just such a breath of fresh air to have everything be so streamlined for us!"

The bar is low. But treating people well and making it easy is table stakes. Period!

AND IT MOVES THE NEEDLE.

People WILL copy and paste what you write for them. If they don't they will make minor changes as needed. But if it's in their voice and uses their words... it's hard for them to say no to hit "send" or "post".

Here's how: 
- Capture their words (through existing content, or a recorded call)
- Align their words to their (and your) joint-narrative
- Find the best moments and turn that into content
- Make it multi-modal. Video clip + blog post + social post + email message + Slack message + etc.

Then you will overwhelm them with value.

2) Make it clear who does what & when.

You can't just throw things at people. It needs to be organized. It needs to be direct. This comes with proper project management.

Give a specific date and time. Tell them who is doing it. @ mention them, CC them in, address them directly on a call.

If you do this with #1... they know when they need to do the copy + paste. 

Clarity drives action.

Read that again! Clarity drives action!

And if that action is a < 2 minute task... it will inevitably be completed.

Also, this reflects on your ability to HELP them execute. If you are the one helping them achieve their goals, they will prioritize you.

Here's how:
- Give them one place to go (a doc, a Notion page, a tool/collaboration space)
- Give them a date and time of execution
- Tell them who should be doing the task (directly)
- Direct them to the one place to go
- Clarify the actions with a summarized CTA
- Send them a calendar invite for when they need to execute
- Reiterate what happens when they do it (the outcomes they care about)

Your professionalism will impress them.

------
This is a series dedicated to helping marketing & partnerships teams execute w/ excellence. No gimmicks. No fancy hooks. 

I’m Will, passionate about making markets move together & producing results. I’m the Co-Founder of AudienceLed, a demand gen marketing agency producing pipeline with existing spheres of influence & third-party expertise.

Please criticize this content or ask me questions. I’m here to help.

(7/30) The impact 3rd-party validation. Data, stories, & outcomes from working w/ people outside your company. A no B.S. tactical content series:

Last iteration I wrote about getting 5,000+ people to an event. Previously, we closed a $30,000 deal from content exposure from a third-party expert (attributed with organic mention).

These don't happen at the same scale, velocity, or conversion rate that direct provides. Here's why:

1) More distribution (less beholden to algorithms + limited owned channels)
- Open more channels to reach more of the TAM (attention-wise)
- You can even double-post back on your channel to re-use the content again

2) More trust (& less bias)
- Your marketer talking about what you do? Inherently biased. Likely not an industry expert.
- Another person outside of your company? Less biased. Likely more deep industry knowledge (including niche information)

3) Better brand (by association & the feel-good of making others famous)
- Everyone can promote their own thing. You can shout on the side of a street but not everyone will listen.
- If your brand becomes a platform for others to build off of... be it in their own revenue generation (or even just share of voice)... the more loyalty you'll build.

Who do you bring in? 
- In (5/30) I wrote about how to classify, research, organize, & incentivize third-party expertise.
- The people, brands, and places your buyer already trusts. That's your customers, the buyers themselves, complementary brands, formal partners, & more.

How you can think about this:
- Who do you trust more? The faceless brand? Or the influencer?
- When was the last time you purchased something just because a new product/brand was forced in front of you via an ad, search result, etc.
- Do you instead, go to your peers, influencers, reddit, etc. to make sense of a purchasing decision?
- Think... buying a car, choosing an accountant, etc. you need to FEEL trust. 

The outcomes (comment / DM for sources!):
- 2x higher conversion rates & faster deal cycles in partner-influenced deals
- In one example, Partner-influenced deals close 28 days faster than non-partnered deals.
- SDRs focusing on partner-led events find leads to be more responsive and higher-converting.
- Ecosystem-qualified leads from partnered content were ~100x more likely to close than cold ones in another example. 100x. That's 10,000% in percentage terms!

A co-branded ad campaign with 3+ partners drove:
- 971% more impressions
- 368% more engagement
- 1,806% more link clicks
- 314% audience growth

----
Today's inspired by Kyle Lacy!

This is a series dedicated to helping marketing & partnerships teams execute with excellence. No gimmicks. No fancy hooks. 

I’m Will, passionate about making markets move together & producing results. I’m the Co-Founder of AudienceLed, a demand gen marketing agency producing pipeline with existing spheres of influence & third-party expertise.

Please criticize this content or ask me questions. I’m here to help.

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