Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Solving the partnership prisoner's dilemma: Emerging tech for partner success (Bob Moore, Crossbeam)

19 views

Published on

SaaS Connect 2019 (San Francisco, CA).

Buy tickets for the next SaaS Connect here: http://www.cloudsoftwareassociation.com/saas-connect

VIDEO: https://youtu.be/7Sv4F3ZlOEk

Solving the partnership prisoner's dilemma: Emerging tech for partner success
by Bob Moore, CEO, Crossbeam

Published in: Marketing
  • Be the first to comment

  • Be the first to like this

Solving the partnership prisoner's dilemma: Emerging tech for partner success (Bob Moore, Crossbeam)

  1. 1. You have just been arrested for bank robbery. The police are questioning you and your accomplice Richard at the same time. Would he stay loyal to me in the face of serious prison time? What is Richard telling the police? Is he blaming the robbery on me? 
  2. 2. Staysilent or defect on Richard and turn him in?
  3. 3. — this is the — Prisoner’s Dilemma Studied in game theory classes since the 1950’s. What’s the solution? This guy knows:
  4. 4. — this is the — Prisoner’s Dilemma Studied in game theory classes since the 1950’s. What’s the solution? This guy knows:
  5. 5. The Nash Equilibrium: Always Defect If both parties behave rationally, the natural outcome is the worst outcome for both.
  6. 6. What does this have to do with new partnership tech?
  7. 7. Partners are constantly faced with a nearly identical problem. — this is the — Partner’s Dilemma
  8. 8. So how doyou beat the game where the Nash Equilibrium is to default?
  9. 9. Partnership professionals aren’t criminals — their goal is to create, not destroy, value. What the market demands is a new generation of solutions that break down the walls and build up a new framework for how we all work together. You don’t.You change the game.
  10. 10. This game-change has happened for every other role in the modern enterprise. Whynot partnerships?
  11. 11. Game-changing tech innovation is the result of new instances of product-market fit.
  12. 12. The Market Side
  13. 13. SaaS is growing in every functional area of modern businesses. Let’s talk about our industry.
  14. 14. • SaaS value derived from predictability, compounding growth, and longer time horizons • Traditional service providers trade on profitability; rely on (up-front) cash But SaaS economics differ greatly from legacysoftware models.
  15. 15. An Industryon Notice
  16. 16. Where this leaves us: • A fast-growing market in the midst of major transition. • Thousands of businesses with a shifting idea of what “channel” sales can or should mean for their business.
  17. 17. The Product Side
  18. 18. APIs are redefining the nature of business development. Tech partnerships are taking over as the most important and prolific form of alliance. The Rise of the API Economy
  19. 19. Product and technological developments Consumer demand and ecosystem dynamics Fueled byconsumer and product tailwinds.
  20. 20. How can we attribute revenue to “tech partner” influence in a world of multitouch attribution? How can we automate workflows with our partners when we don’t have visibility into their data and operations? How can we be sure we aren’t missing opportunities to collaborate more closely? But this business model innovation comes with its own challenges:
  21. 21. The Fit
  22. 22. This is our moment.A marketyearning for change and a product landscape that can enable it.
  23. 23. Partnerships had to come last because theyfeed off of data from everyother part of the business.
  24. 24. This isn’t PRM.This is Partner Success. Partner Success • Data collaboration • Workflow automation • Attribution and measurement • Partner discovery • Contact management • Note taking • Lead registration • Content management • Marketing automation PRM
  25. 25. Shared Slack Channels • A massive shift for Slack, breaking down the walls between its organizations and standardizing communication. • Massive adoption among partner programs for real-time collaboration, coordination among partner managers and sales reps. • Slack evolves from internal productivity tool into social network.
  26. 26. Snowflake Data Sharing (“Data Sharehouse”) • The first of its kind – functionality geared specifically toward allowing data querying across organizations. • Why query an API when you could just query a data warehouse directly? • Use cases include creating new data products and developing more robust data integrations between products.
  27. 27. Collaborative Data Platform An escrow service for data, allowing companies to find overlapping customers and prospects with their partners, while keeping the rest of their data private and secure.
  28. 28. Looking Forward The adoption curve will be accelerated by the network effects of these solutions. Within five years, every company with a partnership function will be impacted.
  29. 29. Bob Moore CEO, Crossbeam bob@getcrossbeam.com Learn more about Crossbeam or sign up at https://www.getcrossbeam.com/ Thankyou!

×