Partner-Led Growth: What It Is & Why 66% of B2B Companies Are Leveraging It

There's no doubt about it: We're at a major turning point for B2B growth.

Markets are oversaturated. Customer acquisition costs are skyrocketing. New technologies like AI are shaking up industries left and right. And companies are shrinking their team size and investment.

Against this backdrop, B2B growth teams are struggling more than ever with hitting quotas.

The numbers don't lie — In a recent LinkedIn poll, SaaStr Founder Jason Lemkin found 58% of sales leaders agreed they are currently facing long, drawn-out sales cycles.

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In today's sales landscape, traditional go-to-market (GTM) methods are failing short. Buyers are ignoring emails and ads. They're no longer meeting salespeople. Content creation? With AI making it easier to make content, now everyone is doing it!

So how do you stand out in today's oversaturated market?

The answer lies in Partner-Led Growth.

What is Partner-Led Growth?

Partner-Led Growth is an effective strategy which can help you expand your business' reach, boost sales, and tap into new markets.  

Such a GTM strategy involves using third parties — affiliate partners, referral partners, resellers — to introduce your offerings to potential buyers.  

With Partner-Led Growth, relationship-building through trust becomes easier with the help of influential industry experts. Your sales team doesn't have to put up so much effort to penetrate through the noise surrounding your buyers.

Instead, you can use the collective voice of existing customers, experts, and influencers to influence your buyers to buy from you.  

By leveraging the collective voice of trusted connections and third-party experts, businesses can quickly generate leads, build relationships, and create a more extensive customer base.

How Partner-Led Growth Can Double Your B2B SaaS Sales

Here are a few reasons why maximizing partner-led growth is a smart move:

• Broader Reach: Channel partners can extend your reach into new markets or deepen penetration within existing ones. They often have established customer relationships and market knowledge that would be tough to achieve alone.

• Increased Sales Volumes: Since channel partners have their own sales teams, partnering with them can boost sales volume due to the expanded sales force.

• Cost Efficiency: Leveraging a partner ecosystem can make it more cost-effective to reach prospective customers, especially in new geographic markets.

• Speed to Market: Channel partners can get products to market faster because they already have established relationships, distribution means, and market understanding.

• Access to Resources: Partners often have valuable resources, including business contacts, established customer bases, and sales expertise that you can leverage for your business.

Partner-Led Growth is crucial for navigating today's ever-changing market. Once you have a system in place to automate the process, it becomes much easier. If you've got a product worth referring and customer service worth talking about, it's time to maximize those assets using your network of third-party influencers as a sales and marketing channel.

Ready to take the next step? Get started with Expando today and watch your B2B sales soar!