Well, it’s maybe not dead, but palliative care is most definitely being administered.
It’s time for another approach. An approach that has been around for a long time. An approach that is ingrained in human psychology. An approach founded on relationships.
A hard year for tech
Why Direct selling is ineffective
Lead generation used to be pretty formulaic. If you sent X number of emails or spent Y on paid ads, you’d average Z number of leads. Now, you can have all the letters of the alphabet and still not be able to make sense of your sales funnel.
There’s no rhyme or reason to what works anymore. Traditional tactics still work to a certain extent, but every B2B SaaS company is doing the same thing.
And, as always, buyers give cold emails and cold callers a frosty reception: 75% of cold-outreach emails aren’t even seen by real people.
Furthermore, the rise of AI and bots have left users wondering who is real anymore. Big tech hasn’t fixed AI’s misinformation problem, and it feels like the industry has gotten lazy when it comes to creating value-driven content. Needless to say, trust has been eroded between brands and consumers.
So, how do you make yourself stand out in this mess?
Why partner-led works
Do you trust the car salesperson when they say you’re getting a great deal? Are you going to be driving happily around for years to come, or sitting on the highway 10 minutes later with a broken down car, crying into your hands?
Sometimes, you just have to take a gamble. Other times, you should listen to what those you trust have to say. It’s human nature to be cautious and copy others, hence why review sites like Peerspot are so popular.
While you don’t trust the random salesperson, you do trust your friends, family, social network, and colleagues (hopefully).
That’s why partnership selling has always been strong. It’s part of who we are.
They supported this data by stating that “SaaS tools can be complex and time-consuming, requiring a good level of trust before companies are willing to move forward.”
However, word-of-mouth really falls into partnership selling, so this data only solidifies the argument that partner-led growth is where the future of B2B SaaS is at. It’s also highly cost-effective too.
After all, the main objective of partnership selling is to create a mutually beneficial relationship where both parties can leverage one another’s strengths, resources, and expertise to achieve common goals and drive growth.
Straight away, there’s a reason for both parties to be invested. Couple this with a direct introduction from someone you trust, and you’ve got a golden combination.
As a result, partnership KPIs are typically much better than direct. Businesses report that by moving to an ecosystem model of trading, they typically see:
- 65% increased efficiency and reduced cost
- 56% improved new customer acquisition
- 47% accelerated product-to-market
Grow and engage your ecosystem partners with PRM
Easily prioritize your partner relationships by automating and analyzing each step of your partnership lifecycle