Best of LinkedIn: Channel Marketing CW 25/ 26

00:00:00: This episode is provided by Thomas Allgaier and Franis, based on the most relevant LinkedIn posts about channel marketing in calendar weeks twenty-five and twenty six.

00:00:09: Franus is a B to B market research partner helping ICT and tech providers identify niche Channel partners by compressing The full journey from identification To qualified first meeting into four or five weeks.

00:00:22: you can find more info In the description.

00:00:24: so Think about the last major enterprise software deal you closed.

00:00:28: Yeah, try to picture

00:00:29: it right now.

00:00:30: What if I told you that The buyer's trust in your product was like entirely decided before You even entered the room?

00:00:36: welcome To the deep dive?

00:00:37: It's fantastic to be here.

00:00:38: We are digging into the most critical insights from the last two weeks of B to b channel marketing and That idea of pre-decided Trust is exactly where the industry shifting Right Now.

00:00:49: Yeah, because if you are a B-to-B marketing professional today and your trying to build a revenue generating partner ecosystem.

00:00:55: You're probably feeling massive shift beneath your feet.

00:00:58: Oh absolutely the ground is moving

00:01:00: Exactly!

00:01:01: And we aren't just looking at generic advice today.

00:01:04: We are unpacking actual mechanisms of what's moving needle based on curated insights from leaders in space

00:01:12: Right.

00:01:13: And if there is one glaring signal across all these posts, it's that traditional cold outreach in enterprise sales...is just severely breaking down.

00:01:22: It

00:01:22: really is!

00:01:23: I mean the underlying mechanism here as cognitive load?

00:01:26: Enterprise buyers are simply overwhelmed.

00:01:28: Yeah they're bombarded with messaging Cold calls Automated email sequences You know, exactly the same.

00:01:34: Totally

00:01:35: and when a human being is faced with that level of cognitive overload they don't evaluate new information objectively.

00:01:42: They just retreat to their trusted networks

00:01:44: which makes perfect sense.

00:01:45: Sanjay Dubey had a brilliant post about this recently.

00:01:48: He pointed out that buyers Just flat-out do not trust cold outreach anymore?

00:01:52: They trust the ecosystems they are already embedded in

00:01:54: right Which means your strategy has to adapt to that reality.

00:01:58: Sanjay's actionable advice for you like if you were running partner marketing Is to look at your top have twenty target accounts and map your partner ecosystem directly to them.

00:02:06: Exactly, you don't start by blasting those twenty accounts with direct mail?

00:02:09: No!

00:02:10: You find the partners who are already inside of these accounts—the ones that carry context and credibility —and um...that becomes our primary entry point.

00:02:18: I love it And Will Taylor built on this dynamic…with a concept which fundamentally changes how we should view go-to market strategies.

00:02:27: He calls it borrowed trust.

00:02:29: Borrowed Trust.

00:02:30: That's great term.

00:02:32: BtoB marketers often act like trust is something they have to manufacture out of thin air with every single prospect.

00:02:38: But Will argues that the buyer's trust is often established through their existing tech stack.

00:02:44: Ah, so if a buyer is already heavily utilizing three of your integration partners you aren't a cold vendor anymore

00:02:51: Exactly!

00:02:51: You are next logical addition to a web-of-trust.

00:02:54: They already rely on

00:02:55: The Web Of Trust.

00:02:56: We'll also noted that seventy-five percent of BDB transactions are expected to flow through channel partners this year, which is huge.

00:03:03: It's a staggering number!

00:03:04: But

00:03:04: let's get tactical for a second.

00:03:06: it's one thing to say you know borrow trust but how does that actually manifest in a complex deal?

00:03:12: Zach Elias shared a real world scenario that illustrates this perfectly.

00:03:16: Oh the indigo post.

00:03:17: That was a fascinating breakdown.

00:03:19: Yeah He broke down a massive brand migration to Shopify for the brand Indigo and it wasn't just Shopify selling a platform.

00:03:27: Not at all, Zack noted.

00:03:28: there were over twelve unique integrations in that stack

00:03:31: Right each uniquely configured for that specific enterprise environment And his core point was that no single vendor not even the primary platform gets a deal like that.

00:03:41: live on their own.

00:03:41: No It's impossible.

00:03:43: Co-selling in these complex scenarios is not some popularity contest where you win by taking a partner out to an expensive steak dinner.

00:03:51: Exactly, it's an operational necessity!

00:03:53: You literally cannot get the deal done without a coalition of partners aligning their technology and timelines.

00:03:59: It's like trying to crash a VIP party versus walking with the VIP.

00:04:03: That is perfect analogy...it completely reframes the purpose.

00:04:09: As B-to-B tech stacks become more entangled, the partner motion becomes load bearing infrastructure.

00:04:15: You are no longer just sharing leads.

00:04:17: you're organizing a group of distinct companies to solve one customer's massive operational headache.

00:04:23: I completely agree with the theory but i have to play devil's advocate here.

00:04:26: for If you are a B to be marketer listening to this and we're saying, You can't dinner your way through twelve integrations.

00:04:34: And direct sales is drowning in cognitive load?

00:04:37: Are We basically admitting that traditional btb marketing pipelines are dead?

00:04:42: That's the million dollar question isn't it?

00:04:44: yeah like are we just entirely dependent on partners now?

00:04:48: Well I wouldn't say they are dead but They are undergoing a ruthless evolution.

00:04:52: You Can't Just slap A partner label On a relationship and expect It To Generate Revenue.

00:04:56: Right Let me have a Chouturi address this exact tension.

00:05:00: He warned that assuming partnerships are purely about, you know relationships is a trap

00:05:05: because good relationship might get your emails returned but it doesn't create sustainable pipeline.

00:05:10: exactly I mean to argues that for a partnership two actually survive.

00:05:15: It has to be built at the intersection of three highly specific things customer outcomes revenue alignment and executive sponsorship.

00:05:23: so if you don't have a shared documented understanding of exactly how your joint solution helps the customer win and how both sales teams get paid, the pipeline will just evaporate.

00:05:33: Yep it requires a level of rigorous alignment

00:05:36: but that brings up a massive paradox in the industry right now.

00:05:39: if these ecosystems and this borrowed trust are the ultimate cheat code for enterprise growth you would think companies would be throwing blank checks at their partner teams.

00:05:49: You'd think so But they aren't.

00:05:51: No.

00:05:52: Partner teams are constantly fighting for scraps of budget, why is there such a massive disconnect?

00:05:57: It's the single biggest point-of-friction for partner leaders and it almost entirely comes down to CFOs desk – fundamental crisis in the data layer.

00:06:06: Proving return on investment to finance.

00:06:08: Exactly!

00:06:09: Shigata Sanyal delivered this harsh reality check.

00:06:13: He pointed out that channel programs usually get funded on faith at first….

00:06:18: Right, like the CEO believes in partnerships so they green light it.

00:06:22: Yeah but eventually you walk into a budget meeting where that faith runs out.

00:06:25: finance sits down and asks for the return by motion.

00:06:29: Marketing points to their attribution software, direct sales point to their pipeline... And The Partner team shows up with

00:06:34: a really nice anecdotal story about A Great Quarterly Business Review.

00:06:38: Exactly!

00:06:39: We all know how that ends.

00:06:41: when capital gets tight and budgets get reallocated ...the channel loses.

00:06:45: But it isn't because the Channel doesn't perform.

00:06:47: It is Because the Channel lacks the infrastructure To prove it performs.

00:06:51: Nailed it.

00:06:52: Shagata's advice is that you have to completely kill the MQL, The Marketing Qualified Lead Mindset in partnerships.

00:06:59: You've got focus entirely on qualified pipeline.

00:07:01: Okay but how do actually capture that proof?

00:07:04: Because Pablo Hano brought up CFOs perspective and it highlights just how flawed our current tracking is.

00:07:10: Oh the tracking a mess.

00:07:11: Right if partner resells your software That easy track money changes hands.

00:07:16: But co-selling where a partner influences a direct deal.

00:07:21: That's so murky.

00:07:22: Pablo pointed out that most companies rely on sales rep tag in their CRM, A Direct Rep closes the deal and there is little drop down box when they manually tag a partner who helped.

00:07:33: And Pablo says it simply not a defensible data point for finance.

00:07:37: It is completely indefensible.

00:07:39: Think about the mechanism there!

00:07:41: You are relying on human behavior, human memory and a direct sales rep who's entirely focused on their own commission.

00:07:48: They're gonna forget to tag The Partner Or they might intentionally not tag them if think it complicates their payout.

00:07:54: Exactly, Finance knows this data as flawed Pablo says.

00:07:57: you need written ironclad definitions of what partner sourced and partner influenced actually mean

00:08:03: And has to be agreed upon by sales finance partnerships before a single deal is registered.

00:08:08: You need strict CRM governance enforced from the top down.

00:08:11: Yes, you need systems that capture the pre-sales activities.

00:08:14: The account mapping sessions...the joint demos....the email introductions.

00:08:19: If only look at final outcome You miss entire influence journey.

00:08:24: This is exactly where Vaughn Mordecai raised a massive red flag.

00:08:28: Everyone in the sauce world right now Is pitching AI and automation As magic fix for these tracking issues.

00:08:35: Oh of course Just buy this new tool And it will automate your partner attribution.

00:08:40: But Vaughn points out that the real wall is the underlying data layer itself.

00:08:45: Partner marketing data doesn't live in one place, it lives

00:08:48: and a dozen disconnected systems.

00:08:50: you've got partner relationship management portals You've got direct CRMs shared Slack channels spreadsheet

00:08:56: And Vaughn's point is that you cannot automate what you can not see and you cannot attribute when you cannot track.

00:09:01: If you plug an AI automation tool into a fractured data layer, You are just automating a guess!

00:09:06: That is such a good point.

00:09:08: the foundational plumbing has to be fixed before you buy this shiny Automation Tool?

00:09:12: Absolutely...and What's wild Is that This measurement crisis isn't Just A B-to-B saws problem.

00:09:17: It is actively destroying budgets in affiliate marketing right now too.

00:09:21: Yes, Annabelle Gray brought this up and it is a perfect example of how bad data models ruin good strategy.

00:09:28: She pointed out that major consumer and B-to-B brands are actively defunding their affiliate marketing budgets.

00:09:34: We're seems insane because affiliate as a paper outcome channel you literally only pay when a sale happens.

00:09:40: Right

00:09:40: why would a CFO cut a guaranteed return on ad spend?

00:09:44: Exactly so.

00:09:44: what's the driver

00:09:45: there?

00:09:45: It's Because Of Marketing Mix Modeling or MMM.

00:09:49: For anyone not deep in the analytics weeds, MMM is a statistical model that looks at massive amounts of historical data to figure out which marketing channels actually drove sales.

00:09:58: Okay

00:09:58: sure!

00:09:58: That sounds standard.

00:09:59: But Annabelle pointed out these models are fundamentally flawed when it comes to affiliates.

00:10:04: They group all affiliate subtypes together cashback sites niche influencers loyalty programs

00:10:10: Oh I see.

00:10:11: And because affiliates only earn commission on completed sale their activity perfectly correlates with revenue spikes.

00:10:18: But the MMM looks at that data and assumes the affiliate is just claiming credit for existing demand.

00:10:23: So

00:10:23: it misreads the causation entirely?

00:10:26: It assumes a customer was going to buy anyway, And the Affiliate jumped in at last.

00:10:29: second

00:10:30: Exactly!

00:10:31: The model tells CFO this channel doesn't drive incremental growth... ...and the CFO slashes budget on a Channel that's actually driving massive efficient revenue.

00:10:42: Wow..it

00:10:43: is a tragedy of bad data

00:10:44: architecture.

00:10:46: But I want to pause on all this operational talk for a second.

00:10:48: Hey,

00:10:48: what's boss?

00:10:49: Because if you are listening to this You might be thinking exactly What a lot of traditional partner managers think.

00:10:54: doesn't formalizing All this data and obsessing over CRM governance kind of kill the organic human side Of partnerships?

00:11:03: i hear that complaint all The time

00:11:04: right?

00:11:05: we're talking about turning relationships And trust into rigid spreadsheets.

00:11:10: Doesn't that destroy the magic?

00:11:11: well great portnoy had A perspective completely flipped my thinking on this.

00:11:17: He argued that the operational rigor is actually what protects human relationships.

00:11:23: Wait, really?

00:11:24: How

00:11:25: so?!

00:11:25: He outlined a dividing line between companies who just give lip service to partnerships and companies that treat it as their strategic pillar.

00:11:34: And right at top of his list for serious companies was having dedicated budget for tooling infrastructure and dedicated partner ops team.

00:11:42: That makes total sense when you play it out.

00:11:44: If you are a partner manager, You can build the best human relationship in the

00:11:47: world.

00:11:48: Yes!

00:11:48: You have ultimate trust.

00:11:50: But if you walk into QBR and don't have data to prove that partners financial worth your company Your CFO will just cut their resources.

00:11:58: Exactly they'll pull marketing development funds And ignore them.

00:12:02: The spreadsheet doesn't replace handshake.

00:12:04: The spreadsheet funds the handshake.

00:12:06: Without operations the relationships is defenseless.

00:12:09: Okay, so let's assume you fought that battle.

00:12:11: You have your partner ops person.

00:12:13: Your CRM governance is solid and your CFO is happy.

00:12:17: That's a good place to be.

00:12:18: it Is

00:12:19: but the very next hurdle?

00:12:20: You are going to slam into is actually getting those partners To sell your product.

00:12:25: And this is the biggest roadblock in the industry right now.

00:12:28: The activation crisis.

00:12:29: Oh absolutely This is where the rubber meets the road.

00:12:32: Lincoln Axon read A massive pull across B-to-B ecosystem communities asking leaders what their single biggest challenge was.

00:12:40: And I bet it wasn't recruiting!

00:12:42: It wasn't, everyone knows how to sign a partner.

00:12:44: the number one challenge by a massive margin Was moving partners from assigned agreement To their first dollar of revenue just

00:12:52: getting them to actually do The thing they signed up to do.

00:12:54: almost half the respondents said this was their primary headache.

00:12:58: Yeah and i think the reason we struggle with This is that We treat activation like it's A university course.

00:13:03: yes Corey Johnikin broke down this fallacy brilliantly.

00:13:06: He pointed out that the standard playbook is, you sign a partner and give them a log into a portal.

00:13:12: You load it up with fifteen hours of certification videos And then

00:13:15: run kickoff webinar sit back wonder why they aren't bringing deals

00:13:19: Because training only solves knowledge gap.

00:13:22: It tells partners what your product does Absolutely nothing to change their daily sales behavior or overcome friction selling something new

00:13:31: Exactly!

00:13:32: Corey's approach flips us entirely.

00:13:34: He suggests a three-part system.

00:13:36: First, you have to be highly selective before even trying to activate someone.

00:13:40: You do not activate every partner that signs Right!

00:13:43: You look at their existing sales motion and ask Do we have a clear undeniable reason To win together in the market?

00:13:50: If not...do NOT waste the enablement hours.

00:13:53: And his second point is where The real shift happens.

00:13:55: Don't give them A generic welcome kit.

00:13:58: Co-build the first deal Together.

00:14:00: He advocates for a thirty day joint pipeline plan.

00:14:03: I love that.

00:14:04: You sit down with the partner, identify four highly specific target accounts where your joint solution is a perfect fit and you map out exactly how you are going to get the introduction.

00:14:13: Yes!

00:14:14: And his third point is the measurement shift track behavior not training hours.

00:14:18: do NOT report on how many certification modules of partner click through...

00:14:21: You have to measure momentum.

00:14:24: when did they make their first joint customer call?

00:14:26: When Did They Register Their First Opportunity?

00:14:31: Your support and your resources have to follow their activity, not their test scores.

00:14:36: It reminds me of someone joining a gym.

00:14:39: The traditional activation model is like selling a new partner A gym membership Handing them a dense manual on the biomechanics Of a treadmill And then acting shocked when they don't lose twenty pounds.

00:14:51: That's perfect analogy.

00:14:53: You can just give it a key card.

00:14:55: you have to put them under the barbell and physically spot them on their first heavy lift.

00:14:59: You have take weight with

00:15:00: them.".

00:15:00: You are spotting them until they build muscle memory, but here is a frustrating part... even if YOU are in the gym spotting your own internal company processes can still drop the weight!

00:15:12: Oh for sure….

00:15:13: Trevor Burnett brought up massive issue regarding vendor bottlenecks specifically around quoting.

00:15:18: Yes, Trevor brought up partner self-quoting or CPQ.

00:15:21: And for anyone outside of RevOps, CPQ stands for configure price

00:15:26: quote.

00:15:27: It's the software engine that handles complex pricing logic discounts and generating the actual legal quote

00:15:34: document.

00:15:35: right?

00:15:35: Right!

00:15:35: For years vendors have kept CPQ access locked away internally as a control point.

00:15:41: so partner goes out.

00:15:43: they generate the demand.

00:15:44: They pitch to client.

00:15:44: The client is ready To buy

00:15:46: then the partner has submit request.

00:15:48: Wait, they sit in the dark while the vendor's internal deal desk reviews it which can take days.

00:15:53: And Trevor argues that BDB buying has simply moved too fast for that.

00:15:57: buyers are conditioned by consumer tech.

00:15:59: They want self-serve speed.

00:16:00: if a partner validates A fit but then has to tell The client hold on I need To email my vendor and get a price of seventy two hours.

00:16:07: That delay literally kills the deal.

00:16:09: the fiction just cools the buyer's intent absolutely.

00:16:13: Trevor noted that the fastest growing partner programs are actively removing operational friction at the exact moment that buyer intent is highest.

00:16:20: They're giving partners direct access to self-quoting.

00:16:23: and To be clear, this doesn't mean zero governance.

00:16:25: No no

00:16:26: it means giving partners a rules based automated way to price standard straightforward solutions so they can move At the speed of the buyer.

00:16:33: you reserve your internal deal desk only for complex exceptions.

00:16:38: It is a massive upgrade to the partner experience.

00:16:41: So if you can dial in the data for your CFO, handhold a partner through their first closed deal and remove the friction of quoting The ultimate question becomes how do you take that highly manual heavy lifting process?

00:16:55: And scale it globally

00:16:56: without hiring hundred new partner managers You mean

00:16:58: exactly which brings us to our final major shift scaling the ecosystem through AI and cloud marketplaces.

00:17:06: These are without a doubt the twin accelerators of modern channel marketing.

00:17:09: right now Let's start with the AI piece, let's do it.

00:17:12: The mandate from executives everywhere Right Now is grow partner revenue Without adding any new headcount.

00:17:19: So everyone Is looking to AI

00:17:20: But Chris Levois offered A much needed reality check on how Partner teams Are actually deploying this.

00:17:26: He absolutely did.

00:17:27: Chris pointed out that just buying enterprise licenses for chat gpt or clawed And telling your partner managers too be more productive, doesn't fix a broken operating model.

00:17:37: It just creates what he brilliantly called prompt zombies people staring at a blinking cursor asking an LLM to write a generic email and pretending that is the strategic breakthrough

00:17:48: right?

00:17:48: To get real scalable productivity Chris says you have to fundamentally redesign the workflows.

00:17:54: You have to categorize work

00:17:55: first.

00:17:56: use AI to aggressively absorb the rote administrative

00:18:00: tasks yes Summarizing status updates, generating first draft meeting agendas pulling basic reporting.

00:18:06: You get that off the humans plate entirely.

00:18:08: Then

00:18:09: you use AI to compress the work humans still own For example prepping for a major co-sell meeting instead of a partner manager spending three hours researching an account?

00:18:17: AI synthesizes the account history The recent news and the partners integration points into a five minute brief

00:18:24: Exactly.

00:18:25: And the final most crucial step.

00:18:27: Because AI is handling the administration and research, you have to force your team to upgrade high-value skills that humans must dominate.

00:18:36: We are talking about complex judgment executive alignment navigating office politics And genuine trust building

00:18:43: because AI doesn't magically make a bad partner manager great.

00:18:47: It strips away the busy work and exposes whether they actually know how To build strategic relationships.

00:18:51: well said it isn't just the partner teams using AI.

00:18:55: it is fundamentally changing the partners themselves.

00:18:58: David Wilson shared a perspective on this that Completely blew my mind.

00:19:02: Oh, this was fascinating.

00:19:04: He looked at how AI impacts services partners the integrators and consultants.

00:19:08: he argues that ai is allowing them to shift from selling projects To selling products.

00:19:13: I mean explain How?

00:19:14: That mechanism works because that Is a massive shift in business models.

00:19:17: well think about a specialized implementation partner.

00:19:20: they have years of deep pattern recognition.

00:19:22: They've seen fifty different banks struggle with The exact same data migration issue.

00:19:26: okay yeah

00:19:27: Historically, they would sell fifty custom highly bespoke consulting projects.

00:19:32: It was incredibly manual but David points out that with AI these partners can now synthesize all of the historical project data identify exact commonalities and use AI to write the boilerplate

00:19:43: code.

00:19:44: Wow.

00:19:44: So they build automation scripts to solve eighty percent of the problem instantly?

00:19:48: Exactly!

00:19:49: They are codifying their intellectual property, turning a bespoke service into a repeatable scalable

00:19:54: software product... They aren't just selling hours anymore – they're selling a proprietary solution.

00:19:59: That is how a services partner truly scales profit margins

00:20:03: Which perfectly transitions us to the giant elephant in our room when it comes to scaling margins Hyperscalers.

00:20:10: And when we say hyperscalers, We're talking about the massive cloud infrastructure providers AWS Google Cloud Microsoft Azure.

00:20:17: They are entirely rewriting The rules of B to be procurement.

00:20:20: they absolutely are.

00:20:21: Peter Silly highlighted a quiet but Massive update from AWS recently.

00:20:25: that perfectly illustrates their strategy.

00:20:28: aws slash Their professional services marketplace listing fees by a staggering eighty percent.

00:20:33: It dropped from taking a two point five percent cut down to just .

00:20:36: Five percent.

00:20:37: To put that in perspective, Peter pointed out that if a partner sold A five hundred thousand dollar professional services engagement through the AWS marketplace last year, AWS took twelve thousand five hundred dollars Just for processing The transaction

00:20:50: and today Today

00:20:51: they take twenty-five hundred dollars.

00:20:53: That is ten thousand dollars going straight back into the partners pocket on every half million dollar deal.

00:20:58: But why

00:20:59: would aws do that?

00:21:00: They are a Fripper capitalist tech giant.

00:21:02: They don't run charities?

00:21:04: No, they definitely don't!

00:21:05: Peter pointed out that they're intentionally removing the economic friction to force a behavioral shift.

00:21:11: AWS wants every piece of professional services routed through their marketplace because it gives them ultimate visibility into how their cloud is being consumed.

00:21:18: Right if the services flow through AWS and software flows through AWS The customer's locked in for procurement ecosystem.

00:21:25: It

00:21:25: has brilliant ecosystem engineering And backing up these financial incentives with crazy tech infrastructure.

00:21:31: Matt Yankeeshin shared that AWS Partner Central, their portal for partners now has agents that are auto qualifying co-sell opportunities.

00:21:39: This is wild!

00:21:40: In the past a partner would submit an opportunity to AWS and it was like throwing a coin down a. well

00:21:45: Yeah if you sit in dark and wait weeks to hear from AWS Rep wants help sell it Not

00:21:50: anymore.

00:21:51: Matt noted that partners are now getting real-time opportunity quality scoring.

00:21:55: The system instantly analyzes the deal and uses agents to recommend exact next steps to progress it.

00:22:01: It is the difference between navigating a dark forest with a flashlight versus having a GPS system actively rerouting you around traffic?

00:22:11: And this raises a fascinating question for YOU, the listener...to think about!

00:22:16: Are hyperscalar marketplaces basically becoming the new operating system for B to B sales?

00:22:22: Because it feels like AWS and Microsoft are building the exact data infrastructure, the attribution tracking.

00:22:28: And the activation tools that we just spent this whole deep dive saying individual partner teams are struggling

00:22:34: are the new MOTES in BDB software.

00:22:40: And the hyperscalers are essentially renting out the operating system for those MOTEs?

00:22:44: The days of partner marketing running on good vibes, steak dinners and manuals spreadsheets are entirely behind us!

00:22:50: The winners are adopting rigorous data governance behavioral activation and marketplace leverage.

00:22:56: We have covered a massive amount ground today from cognitive load killing cold outreach to demands of CFO and scalable future AI & AWS.

00:23:07: If you enjoyed this episode, new episodes drop every two weeks.

00:23:10: Also check out our other editions on account-based marketing field Marketing AI in B to be marketing MarTech go to market and social selling.

00:23:18: it has been an absolute pleasure unpacking these strategies with You today before

00:23:22: we want to leave you With one final thought to mull over.

00:23:25: We spend so much time In budget obsessing Over how To recruit the next big logo Into Our partner program.

00:23:30: but Before you Spend your Next Dollar Chasing a Brand New Relationship Ask Yourself What if your biggest, fastest growth opportunity is simply finding and removing the internal friction for partners who are already sitting quietly in your ecosystem waiting to spot them on their next heavy lift?

00:23:47: Thank you so much for joining us this deep dive.

00:23:49: And don't forget to subscribe!