Upstream 2.0 Platform Marketing

@Platformula1
Jul 22, 2014 · 6 min read

Part 3, Alpha Partner ‘DNA Inheritance’: The Gift That Keeps On Giving

Joseph Bentzel, Platformula1

Your First Upstream Partner Deal Provides a Growth ‘DNA Inheritance’

Unlike downstream ‘market of 1' sales approaches, upstream partner deals with existing monocultures and centers of market gravity are not simply ‘funnel’ or revenue events. They are much more than that.

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Takeaways

The alpha partner DNA inheritance that flows from upstream marketing success is the ‘gift that keeps on giving’. Here are 3 takeaways relative to DNA inheritance.

1. Partner Business Development is Ground Zero for Growth

When one looks under the hood at the evolution of the industry’s largest and most dominant players, one finds partner business development at the core of growth.

2. DNA Inheritance is a Logical Foundation for Marketing Programs

When one really takes the time to understand the various strands of alpha partner DNA inheritance listed above (and there are more not listed), it’s easy to see that that DNA inheritance provides a structured framework for outbound ‘bizdevops’, i.e. the marketing support programs that help the partner bizdev team do their job.

3. It is DNA Inheritance That Drives Lower Sales & Marketing Spend

While the direct sales model has many benefits, it is expensive to execute. For example, Salesforce.com still spends 50% of top line revenue on sales and marketing, and for that reason struggles with profitability even after a 15 year operating history.

@Platformula1

Written by

Joseph Bentzel, Platformula1 founder, is a specialist in “Partner First” growth marketing for cloud, mobile, XaaS, & IoT innovators. http://www.platformula1.com

@Platformula1

Written by

Joseph Bentzel, Platformula1 founder, is a specialist in “Partner First” growth marketing for cloud, mobile, XaaS, & IoT innovators. http://www.platformula1.com

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