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

Account Executive

*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.

Megan Killion

Senior Director of Business Development and Marketing

MKC Agency

MKC Agency’s vision is to prove ethical sales & marketing is as scalable as traditional revenue acquisition methods. MKC is the premier sales and marketing agency of founder-led B2B technology companies looking to scale revenue without resorting to pushy sales tactics, bait and switches or false advertising. We help founders hit their goals without losing sleep over how they did it. 

Not sure where you want to be in 5 years? We help with strategic planning and business consulting. 
Know where you want to go, but not sure how to get there? We provide marketing strategy, planning, and deployment. 
Spread too thin and trying to scale without all the right staff in place? We offer outsourced sales and marketing packages of all shapes and sizes from 1 service to dozens depending on your unique needs. We can even help you find the right internal staff. 

If you have a complex product or service you need to take to market, we're the agency for you. 

We have extensive experience in CDN, telecom, SaaS, IaaS, networking, security, edge compute and managed services. 

Please email me at megan@megankillion.com to get a customized quote today!

Chief Consultant

Commprise

As a Fractional Revenue Leader at Commprise, my role is pivotal in scaling their revenue. I manage a fractional SDR and oversee targeted marketing campaigns. Our strategy involves dynamic 90-day sprints, concentrating on specific industries and verticals. This focused approach allows us to deeply align with each industry, driving up interest effectively. My responsibilities include aligning strategy with our marketing efforts, ensuring each campaign resonates with our target audience and propels Commprise towards substantial revenue growth.

Fractional Revenue Leader

Machado

At Machado Consulting, I serve as the Fractional Chief Revenue Officer, where I bring over 15 years of expertise in driving revenue growth and aligning sales and marketing strategies. My role focuses on developing and executing dynamic revenue strategies that foster scalable growth and enhance operational efficiency.

Key Contributions:

	•	Strategic Leadership: Steering Machado’s revenue generation strategies with a focus on sustainable growth. Developing and executing scalable go-to-market strategies tailored to align with Machado’s vision and market opportunities.
	•	Revenue Growth: Utilizing in-depth analysis and insights to drive sales and marketing alignment, optimizing the customer journey, and significantly increasing conversion rates. Leading cross-functional teams to achieve ambitious revenue targets through innovative tactics and meticulous planning.
	•	Operational Excellence: Spearheading the integration of advanced sales technologies and CRM systems to streamline operations and enhance productivity. Implementing data-driven approaches to sales management, enabling precise forecasting and informed decision-making.
	•	Team Empowerment: Cultivating a high-performance culture by mentoring and coaching sales and marketing teams. Promoting continuous learning and development to ensure the team remains at the forefront of industry trends and best practices.

About Machado Consulting:

Machado Consulting is the premier IT partner for businesses in Worcester, known for its unmatched expertise, client-centric approach, and commitment to security and compliance. We specialize in providing tailored IT solutions that meet the unique needs of our clients, ensuring their operations run smoothly and securely. Our proactive support, rapid response times, and local presence make us the trusted choice for businesses looking to enhance their IT infrastructure and achieve sustainable growth.

Fractional CRO

CMO Alliance

Vacation Hero

As the owner of Vacation Hero, I am responsible for managing and maintaining our vacation rental properties, including The Blue Hydrangea on Cape Cod in Dennis, MA. My duties include managing the rental calendar, building and maintaining the company website, seeking funding for property investments, and implementing various marketing strategies to attract guests. I strive to provide a welcoming and comfortable stay for all guests, including families, business travelers, and even furry friends. Additionally, I work closely with maintenance and cleaning staff to ensure the properties are well-maintained and ready for guests. I am always looking for opportunities to expand our portfolio and provide even more options for those looking for a relaxing getaway on Cape Cod or in Orlando.

Owner

Model Technology Solutions

At Model Technology Solutions, I serve as a pivotal force for revenue acceleration, bringing over 15 years of comprehensive experience in sales, marketing, and leadership within the tech space. Specializing in devising and implementing dynamic revenue strategies, my role encapsulates a broad spectrum of responsibilities tailored to foster scalable growth and enhance operational efficiency.

Key Contributions:

	•	Strategic Leadership: Steer the company’s revenue generation strategies with a keen focus on sustainable growth. Develop and execute scalable go-to-market strategies that align with Model Technology’s vision and market opportunities.
	•	Revenue Growth: Utilize in-depth analysis and insights to drive sales and marketing alignment, optimizing the customer journey and significantly increasing conversion rates. Lead cross-functional teams to achieve ambitious revenue targets through innovative tactics and meticulous planning.
	•	Operational Excellence: Spearhead the integration of advanced sales technologies and CRM systems to streamline operations and enhance productivity. Implement data-driven approaches to sales management, enabling precise forecasting and informed decision-making.
	•	Team Empowerment: Cultivate a high-performance culture by mentoring and coaching sales and marketing teams. Promote continuous learning and development to ensure team members are equipped with cutting-edge skills and knowledge.
	•	Customer Success: Champion a customer-centric approach, building strong relationships and delivering value that fosters long-term partnerships and maximizes customer lifetime value.

TaylorWorks, Inc.

In my role at TaylorWorks, I amplify our presence in the legal sector, leveraging our technical acumen to meet the industry’s unique IT demands. My strategic approach reinforces our standing as a bespoke Managed Service Provider (MSP) for law practices.

Why TaylorWorks for Law Firms:

	•	Compliance & Cybersecurity: Our IT solutions prioritize stringent industry regulations and client confidentiality, essential for legal practice.
	•	Tailored Tech Agility: We ensure law firms’ focus remains on their practice, not IT complexities.
	•	Local Insight: Our Florida-rooted presence combines local legal understandings with high-level tech standards.

Key Contributions & Metrics:

	•	Enhanced Lead Quality: Streamlined agency partnerships, transitioning from three disparate agencies to a singular, focused collaboration. This overhaul was instrumental in elevating lead caliber from 1-2 unqualified intros monthly, culminating in 4-5 meaningful client first-time meetings monthly with a 90% conversion rate to the proposal stage. 
	•	Marketing Sprint Pioneer: Launched TaylorWorks’ inaugural 90-day marketing sprint targeting law firms, setting the stage for increased sector-specific engagement. Uncovering through analysis why TW is the obvious choice in IT services for Central Florida Law Firms  
	•	Thought Leadership Facilitation: Spearheaded a revealing Q&A with the CEO, bolstering our brand authority and underlining our commitment to legal IT excellence.

Law firms in Central Florida are missing out on optimized operations by not putting TaylorWorks up against their current IT solutions. My initiatives emphasize this gap, urging legal practices to recognize the pronounced benefits of an industry-focused MSP.

Fractional CMO

Managed Services Group, Inc.

As the Fractional CRO at MSG I created a standardized outreach strategy and coordinated its implementation across sales channels, client management, and marketing/communications including implementing HubSpot CRM, coaching existing staff and negotiation 3rd party contracts. I worked diligently to develop growth strategies with the executive leadership team, implementing and EOS Level 10 weekly meeting to build a strategy that will continue after my contract is complete. I helped to create accountability within the company by developing appropriate metrics and coordinating compensation and promotions with these metrics. I laid the ground work to prospect and close relationships with key target clients (mid size medical offices in central Florida). I built a system to monitor the revenue pipeline and leads, adjusting as necessary to create sustainable growth and an easy system others could take over. I established both short-term results (meetings and increased pipeline) and long-term strategy, including revenue forecasting. I monitored the strategies and processes across the revenue cycle and optimized for the executive teams growth targets. I helped to fill management gaps by building and training individuals and teams in Sales and Marketing. I developed and implemented robust sales management processes – pipeline, account planning, and proposals including connecting ConnectWise, BrightGauge and HubSpot to create single pane of glass views on the company’s progress. I leveraged customer research (quantity and quality) to provide strategic leadership for brand architecture and positioning, helping the company to define their ICP and buyer personas for the first time, and wrote outbound cadences targeted to their unique pain points with a 70% open rate and 12% response rate. I helped to align culture, vision, mission, core values, and brand as a member of the leadership team. I also talked too much and rubbed everybody the wrong way.

Fractional Chief Revenue Officer (CRO)

Coven Cloud

In 2021 a voice in my head started playing a song. At first the words were muffled but with time it came to say “build it and they will come.” Pagans needed a place to be safe online, as I watched algorithms shove down alternative practitioners content and punish the naturalist movements I knew I needed to create a place for those seeking magic to be found, and find safe, supportive community. 

Within a few months a friend and colleague, Molly Hogan and I had used many caffeine infused nights to put together the beta at coven.cloud. 

While imperfect (after all we’re not developers) Coven Cloud beta was enough for us to run a successful kickstarter. With my background in sales and marketing I put together successful social media campaigns primarily focused on TikTok (witchtok😉) where the brand now has more than 25,000 followers. The combined marketing efforts across channels grew the platform from zero to over 3000 monthly users and from no revenue to 500/mo in ad revenue and another 200/mo in voluntary subscriptions. 

While it was initially my goal to keep Coven Cloud free forever and grow without traditional fundraising I have stepped down from my role to focus on other endeavors and look forward to seeing the direction the LLC members choose to take it in the future. 

Coven Cloud is a place to find your magic online. Stay tuned for updates on growth and launch!

Chief Conjurer

StreamGuys

As the interim VP of Sales and Marketing at StreamGuys, I shook things up and brought my A-game as the first senior sales or marketing hire for the company. I was the driving force behind the company's growth, creating and implementing a killer standardized outreach strategy across sales, client management, and marketing/communications. I implemented HubSpot CRM, coached up existing staff, and negotiated 3rd party contracts. I worked closely with the executive leadership team to develop growth strategies and led a weekly sales L10 meeting to build a sustainable strategy that would continue long after I left. I helped to create accountability within the company by developing appropriate metrics and coordinating compensation with these metrics pushing for the sales team to receive their first ever commission structure. I played a key role in prospecting relationships with key target clients (enterprise top 50) and building a system to monitor the revenue pipeline and leads, adjusting as necessary to create sustainable growth. I also established both short-term results (meetings and increased pipeline) and long-term strategy, including revenue forecasting. I managed a team of 4, helping to fill gaps by pulling in and training individuals from other teams. I leveraged customer research (quantity and quality) to provide strategic leadership for brand architecture and positioning, helping the company to define their ICP and buyer personas for the first time, and wrote outbound cadences targeted to their unique pain points with a 82% open rate and 36% response rate. I helped to align culture, vision, mission, core values, and brand as a member of the leadership team. I had a successful tenure but ultimately my values were not aligned with the company for a long-term commitment. As a fractional executive and strategic accounts expert, I bring enterprise sales experience to the table and know how to drive results.

VP of Sales and Marketing

Over $500m in pipeline influenced | Not sure how to communicate your unique value to your target audience? Let me help.

Capturing leads in my social butterfly net for 15+ years.

My experience in B2B Technology Sales & Marketing enhances the profitability, lead securement, and acquisition potential of your businesses. MKC provides trackable results and unpredictable hairstyles.

I offer over a decade of experience in B2B technology marketing, sales consultation, and business development. I have helped 100s of B2B technologists simplify complex solutions to communicate their value for their existing and future customers. All that and I still make it home to cook dinner for my five boys, most days - pizza doesn’t hurt them, right?

I have driven over $500 million dollars in pipeline for SaaS, CDN, Cloud, Edge Compute, Infrastructure, Storage, Security, Software, Hardware, Telecommunications, Wireless, FinTech, CannaTech, Data, Communications, Network, Analytics, Integration, and MORE. 

Through sales consultation, one-on-ones, creative marketing, B2B sales training, SEO, and more we can get your business back on track and bigger than ever. Looking for another service? Let’s get in touch and see what we can work out together. If I think another company, service or internal hire would be a better fit for you - I won’t hesitate to tell you so. 

I’m a neurodivergent Ravenclaw, who sometimes drops the “f bomb” that can triple revenue by breathing new life into your business. Just ask my previous clients! 

If you’re struggling to explain your complex technology to prospects, look no further. My proven sales processes, and creative marketing strategies are just what you need to take your business to “the next level”.

Visit www.megankillion.com to put my skills to work for you.

Not looking for sales/marketing help for your business, just curious how the heck I did this:

2015- BDR
2016- BDM
2018- Director of BD
2020- VP of Sales & Marketing 
2021- CEO 

I offer career coaching 1:1 and often run SDR trainings: https://megankillion.com/career-coaching

Please do not message me about MLMs. I do not want to open a franchise nor am I interested in losing any weight. Otherwise, shoot your shot. 

MKC Agency’s vision is to prove ethical marketing is as scalable as traditional marketing methods. MKC is the premier sales and marketing agency of founder-led B2B technology companies looking to scale revenue without resorting to pushy sales tactics, bait and switches or false advertising. We help founders hit their goals without losing sleep over how they did it. 

Not sure where you want to be in 5 years? We help with strategic planning and business consulting. 
Know where you want to go, but not sure how to get there? We provide marketing strategy, planning, and deployment. 
Spread too thin and trying to scale without all the right staff in place? We offer outsourced sales and marketing packages of all shapes and sizes from 1 service to dozens depending on your unique needs. We can even help you find the right internal staff. 

If you have a complex product or service you need to take to market, we're the agency for you. 

We have extensive experience in CDN, telecom, SaaS, IaaS, networking, security, edge compute and managed services. 

Please email me at megan@megankillion.com to get a customized quote today!

My friend Brian Gillette  got this convo started and I want to keep the ball rolling.

Let’s say the quiet part out loud.
Women aren’t “underrepresented” in sales. They’re filtered out long before they get the chance to outperform.

And the data is consistent. Women don’t just hold their own in B2B sales. They outperform across multiple studies.

Representation reality check:
Women are over half the workforce yet sit at roughly a quarter of B2B sales roles and even fewer leadership seats.
In tech and SaaS it’s often worse. Some sectors fall under 18 percent women in quota-carrying roles, and leadership pipelines hit single digits.

That’s not a talent gap. It’s system design.

Performance trends show the same story.
Women score higher in discovery depth, customer retention, deal stability, and long-term partnerships.
Gender-diverse sales leadership delivers higher NRR and lower churn.
Buyers report more trust, clarity, and transparency when interacting with women-led cycles.
And when deals get political, women navigate friction with fewer losses.

None of this is political. It’s operational evidence.

So why aren’t more women entering, staying, or advancing in sales?
Because the barriers are structural.

Hiring bias shows up in ways orgs pretend not to see.
Job descriptions written like a military fitness test.
Benefits built for a 1980s household.
Cultures where “aggressive” is praised until a woman mirrors the tone.
Comp plans that punish flexibility even when flexibility improves performance.
Interview styles that reward bravado even though bravado has zero correlation with quota.

You can believe you’re merit-based and still be gatekeeping talent.
Internalized misogyny is subtle, unintentional, and expensive.

If companies want the best sellers, fix the pipeline.

• Rewrite job descriptions in plain language.
• Audit comp plans for flexibility penalties.
• Promote based on outcomes, not optics.
• Train managers on bias interrupts.
• Stop using “culture fit” as a shield for sameness.
• Build policies that support real lives.
• Pair women hires with sponsors, not buddies.

These aren’t political moves. They’re revenue moves.
Companies that do this don’t just look better. They sell better.

Here’s my stance.
If the data shows women outperform across sales and leadership, the smartest business decision is simple.
Stop obsessing over diversity as a checkbox.
Start removing the structural barriers that keep your best potential performers out of the room.

Your turn.
What invisible barriers are you seeing that keep women out of sales or out of leadership?

Jenny Anderson-Frasier, Leslie Venetz, Alexandria Boyd, Jen Allen-Knuth, Amy Volas, Brynne Tillman, Hannah Ajikawo, Sara Uy, Chantel George, Alexine Mudawar, Cynthia Barnes

🦄 Megan Killion 🚀

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