Patrick Riley & Tackle 46 min

Navigating the Cloud Alliances GTM Journey


In an increasingly cloud-centric business landscape, technology vendors have turned to cloud alliances and Marketplaces to win customers more effectively. This Cloud GTM strategy, however, can prove challenging for alliances leaders to align stakeholders, stand out in a crowded ecosystem, and establish scale for significant results. This in-depth webinar, co-presented by Tackle and Symbio, lays out the pathway for organizations at any stage of the journey to navigate the critical milestones for Cloud GTM success.



0:00

(upbeat music)

0:02

- Today's topic, Navigating the Cloud Alliance's GTM journey.

0:07

You're all here because you know

0:09

that building a Cloud GTM strategy can be challenging.

0:12

So the goal for the next 40 minutes

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is to walk you through how with the right strategy,

0:17

you can align stakeholders, stand out,

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and scale your operations to drive results.

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So without further ado, let's get to our panelists today.

0:24

We have Justin and Gary here,

0:26

and then Patrick, we wanna join the stage too as well.

0:28

And we'll start with you, Justin, to introduce yourself

0:30

and tell us a little bit more about you and your company.

0:34

- Hey everyone, thank you for the introduction, Michael.

0:37

It's great to be with you.

0:38

I'm the founder of Symbio.

0:39

We're excited to be presenting today.

0:42

Symbio is a cloud alliance's go-to-market agency

0:45

and we help ISVs and SIs with their co-marketing

0:48

and co-selling with cloud alliances.

0:50

So it's great to be with you.

0:53

- Thanks, Justin.

0:53

Gary, you wanna hop in?

0:55

- Yeah, thanks, Michael.

0:56

Hey, Gary Young here.

0:57

Nice to meet everybody.

0:58

I'm a partner at Symbio.

1:02

My background really is cloud provider and ISV.

1:07

So hopefully I can share some of my experiences

1:09

and in both sides of this journey.

1:13

So nice to meet everybody.

1:15

- Thanks, Gary.

1:16

Glad to have you here.

1:17

And then Patrick, last but not least,

1:18

our own tackler, Patrick,

1:19

for introducing yourself and then share a little bit more

1:21

about why Symbio and Tackler are partnering together.

1:24

- Yeah, absolutely.

1:26

Hey, everybody, Patrick Riley.

1:27

I'm Tackler's cloud go-to-market principal

1:29

and co-founder of our maturity model,

1:31

which we'll be learning a little bit more about today.

1:34

And hopefully we can give you some good context here

1:36

as to why we are together.

1:39

So the partnership between Symbio and Tackler

1:42

is really a holistic solution for you,

1:44

for ISVs to provide both tools and support

1:48

to navigate the complexities within this growing

1:51

and ever challenging cloud go-to-market space.

1:54

And combining our two companies together,

1:57

we're really hopeful that we can give you

1:59

not only the cloud marketplace readiness and procurement

2:02

and streamlined processes that Tackler provides you,

2:05

but also helping you to be more proficient

2:09

in partner marketing, co-cell acceleration,

2:12

and all the things that come with that

2:13

from a Symbio perspective.

2:14

So we're really kind of making five key pillars

2:18

out of this partnership.

2:19

The first is we wanna make this a faster time

2:22

to market for you all.

2:23

Not only with the listings and streamlined procurement,

2:27

but also an enhanced marketplace presence.

2:29

So we wanna have higher quality marketing content,

2:32

targeted campaigns, leveraging Tackler prospect data

2:35

with best practices from Symbio,

2:38

increased awareness with the cloud providers.

2:39

So that's our joint messaging,

2:41

those better together stories that we always talk about

2:43

and really making sure that we're aligned

2:45

with that first party message.

2:48

The fourth one is our enhanced sales strategy.

2:50

So we always talk about sales enablement here at Tackler

2:53

and we do a lot to help enable our sellers

2:55

with leveraging the prospect tools

2:58

and getting ready to co-cell.

2:59

But we don't really go deep into personalizing

3:01

that customer content and aligning that content

3:04

to be targeted.

3:05

And so that's where Symbio is gonna be an excellent partner.

3:08

And then from an operational efficiency standpoint

3:10

is kind of the fifth pillar there.

3:12

That's our seamless integration with the corporate systems,

3:15

advanced reporting capabilities,

3:17

and really trying to make marketplace simpler for everybody.

3:19

So Michael, that's why we're here today.

3:22

Hopefully everybody takes away some value

3:25

or some value with at least one of those pillars

3:27

on our partnership.

3:29

- Awesome, thanks Patrick for the level set there

3:32

and really the why behind the webinar today.

3:34

So let's dive in a little bit deeper.

3:35

I'm gonna share up on your screen,

3:37

it'll be the type of maturity,

3:39

called GTM maturity model.

3:40

So to dive in a bit deeper, Patrick,

3:42

can you walk us through

3:44

and just give us an overview of this maturity model, please?

3:47

- Yeah, so we've been using this for quite some time.

3:49

This is a proof of concept that came out a couple years ago

3:53

and is really just a testimonial to our customers.

3:57

We took a look across all of our customers

3:59

and even those that weren't our customers

4:01

that were either having success

4:02

or struggling in the marketplace.

4:04

And really we were needing a place

4:05

to benchmark everybody so that we could say,

4:08

hey, this is where you are today.

4:10

These are the things that you've done to get here.

4:12

These are the things that you're struggling with.

4:14

And here's what you need to do to go move on

4:16

to the next phase of maturity or the next scale.

4:18

We were able to break that out into four key categories here.

4:22

And you'll see that the beginning half starts out

4:24

as a very much a transactional activity.

4:26

Marketplace is coming in as either something

4:29

that one of the business units needs

4:30

because the customers are asking to procure that way.

4:33

Maybe even the board came and said,

4:35

we want to start Marketplace, but it's really early.

4:38

We're really leading with alliances.

4:40

We're not seller led yet.

4:41

We're leading with manual processes,

4:43

bandating things in place,

4:45

getting adoption across the teams.

4:47

And that's really our foundational key to stages,

4:50

which is establishing foundation and then building adoption.

4:54

Where we're trying to make Marketplace

4:56

a very strategic activity and something

4:58

that's a extremely valuable part of our business,

5:01

but we're still in the business transformation phase.

5:04

This is really a huge transformation exercise.

5:07

And so these two stages are the foundation laying

5:12

of that transformation.

5:14

Then we have this kind of strategic chasm here

5:17

where we shift and we see that ISVs

5:20

who start to see some success

5:22

have done a number of key indicators.

5:24

And we'll talk about some of those in a little bit,

5:25

but that's really where we move into

5:27

the driving adoption stage,

5:30

where the sellers are starting to lead the conversations.

5:32

Alliances are starting to support them.

5:35

We're doing less transactional activities

5:37

and more proactive partnership and sales led motions.

5:42

And then when we get to scale,

5:43

that's where we start to actually automate things.

5:46

You see the crowds of the world

5:47

who are automating and implementing processes

5:49

and adding people and really starting to scale

5:52

and get the true leverage of the Marketplace behind them.

5:54

So hopefully that gives you a quick overview

5:57

of how we look at the maturity of customers

6:01

and prospects within the Cloud Go to Market space.

6:04

And today we'll talk a little bit about each of those two

6:07

transactional versus strategic phases

6:10

and how both tackle and symbiote can be better together for you.

6:14

- Love that, thanks Patrick.

6:15

So without further ado, let's jump into the first section

6:18

right here.

6:19

So Patrick, you wanna just share with us

6:21

how tackle looks like success across the first two

6:24

transactional stages of maturity, please?

6:27

- Yeah, absolutely.

6:28

And then I promise Gary and Gary and Justin are gonna talk

6:32

and give us some deep insights here.

6:34

So the first phase is here.

6:37

Obviously I talked a little bit about them,

6:40

but from a tackle perspective,

6:41

this is where we're really looking at,

6:44

we've got a listing set up,

6:45

we've built out our readiness, right?

6:47

So internally we've gone to try to go get buy in,

6:50

we're leveraging all the resources that we have internally

6:54

to get additional stakeholders to be brought in,

6:57

marketing, ops, legal, so forth,

6:59

to get to that point where we can actually get a listing,

7:02

a beach head for the Marketplace, right?

7:04

So this is usually where your product is built on.

7:07

That's like the first piece of the puzzle

7:10

that we all have to get.

7:11

It's like the listing, it's table stakes at this point.

7:13

And so we see that as the first indicator

7:16

of where we are in success.

7:18

Then we move on from there,

7:20

and there's a lot of processes behind this,

7:22

such as are we using data to inform

7:24

who we're gonna go target Naxxed?

7:26

And obviously a lot of our customers

7:28

are using the tackle prospect tool to do that.

7:31

But once we've identified that strategy

7:33

and we've really started to say,

7:34

this is our phase one initiation.

7:36

Here's our test or our pilot of this process,

7:39

we're gonna go CoSEL.

7:40

And so we wanna make sure that we've checked that box

7:44

and we start to do that.

7:45

But there's some things that we need to do

7:48

that the guys here are gonna tell you about

7:49

in order to be ready to even have those CoSEL conversations.

7:53

And then obviously we wanna have

7:54

a baseline level of reporting here.

7:56

So in our establishing foundation phase

7:59

for from a tackle perspective,

8:01

there's a number of checklist items that we look for,

8:04

but just to highlight these are three pillars

8:06

that we really try to make sure everybody has done

8:09

this, we've gotten ready, we've put our listing up,

8:11

we started the CoSEL process and we understand

8:14

from a RevRec perspective how to close the loop

8:17

on our quotes cache process.

8:18

We've got that at least down so that if we take

8:21

a transaction through, we know what we're doing.

8:24

And then in the building adoption phase,

8:26

that's when we're starting to manage these a little bit more.

8:28

Okay, now we've gotten that baseline, those bricks laid,

8:32

we are starting to CoSEL more,

8:34

we're providing more value to the cloud providers,

8:37

we're being consistent in those activities

8:39

and you can check out more of the CoSEL content

8:43

when it comes to what those best practices are,

8:45

but we're following those now.

8:47

And now we're getting to the point where customers

8:49

are trying to procure through the marketplace

8:51

in a volume or a manner which exceeds

8:54

what our current capabilities usually are.

8:56

So alliances at this point is probably like,

8:58

"I need more help, I'm doing CoSEL,

9:01

"I'm doing deal desk operations,

9:04

"I'm trying to manage the partnership activities,

9:06

"I'm also kind of our marketing person right now."

9:09

And it's a lot for one person to handle.

9:12

But at this phase, this is kind of the edge of the fence,

9:15

the top of the fence here, if you will,

9:17

as far as, are we gonna lean into more of a strategic motion

9:21

or are we gonna keep this as a transactional vehicle

9:24

for our company?

9:25

And so from a tackle standpoint,

9:26

this is kind of those first two phases,

9:29

but behind all of those,

9:31

there's a lot that needs to be built within your company

9:35

and a lot that needs to be analyzed

9:36

with the data that we provide you and the cloud providers.

9:40

And that's where Simbio can help step in and say,

9:43

"Hey, we are gonna take this a step further now.

9:46

"There's a lot of strategy that we can inform here

9:49

"so that we can move the needle and hop over the fence

9:52

"and become more of a strategic partner

9:54

"to the cloud providers."

9:56

- Definitely, thanks Patrick.

9:57

So Justin, I'd love to hear from you,

10:00

some of the Simbio perspective and best practices

10:02

that ISVs can take in these first two phases.

10:06

- Yeah, thank you.

10:09

So to walk through this similar

10:11

to how Patrick talked through these stages,

10:14

we have a similar maturity model

10:17

that aligns with tackle's maturity model.

10:19

And so we've kind of blended these two together.

10:21

And Simbio, across these two stages,

10:25

we often see partners coming to us

10:28

that are just kind of starting out

10:30

and they're listing in the marketplace

10:33

and they're wondering,

10:34

"Well, where's all the business?

10:36

"Where's all the deal flow?"

10:37

I thought I was gonna be on marketplace

10:39

and everyone's gonna discover me.

10:41

And so that's kind of a misconception about just listing

10:45

and then you'll be discovered

10:46

and folks will start transacting.

10:49

We view the marketplace as the transaction

10:53

and the fulfillment, the procurement method,

10:56

but there's a lot more to prime and bring deal flow

10:59

and make this into a significant revenue channel.

11:03

And so at that foundational level,

11:06

a big part of what we do and encourage clients to do

11:09

is they're joint messaging and positioning.

11:12

And we're gonna get into this a little bit deeper

11:14

in a moment, but at a high level,

11:16

that's defining how we fit into the cloud narrative.

11:21

How do we fit into our hyperscaler partner's story,

11:25

the workloads, the personas, the verticals and so forth?

11:29

Because we're trying to message to that ecosystem,

11:33

both internally and externally,

11:34

we need to know where we fit.

11:36

What are the priorities for them

11:37

and what's our story aligning ourselves?

11:40

And the best way I've thought about this

11:42

from hearing from others is how can we make ourselves

11:47

look and feel as much like a first party service

11:49

as possible alongside the cloud?

11:53

And so once we have our joint messaging position,

11:56

then we can start building content based on that,

11:58

makes it a whole lot easier

12:00

if you're building seller facing content

12:02

or customer facing content,

12:04

if you already know what your joint value proposition is,

12:07

what vertical you're speaking to,

12:09

what kind of sales compensation you run into,

12:14

what kind of additional cloud consumption you drive,

12:19

all of that kind of gets baked into your content.

12:22

And so at this establishing foundation level,

12:26

you'll be building content at a solution level,

12:31

probably a little bit more generic or more horizontal

12:36

to show how you can support the cloud workload,

12:39

support the cloud use cases within their narrative

12:43

and how you can speak to that to your sales team as well,

12:47

helping your sellers to understand how they need to start

12:50

using cloud go-to-market as a strategy.

12:53

And so what we're working towards,

12:55

as Patrick kind of mentioned,

12:56

is going from an alliance led where you as alliances leaders

13:00

or even partner marketing leaders need to be pushing

13:03

every go-to-market motion and working on every deal

13:07

to a situation where sellers are the actual,

13:10

actually the ones proactively driving the deals,

13:13

they understand the strategy,

13:14

they know how to work with the cloud,

13:16

they know what to say, what to bring,

13:19

how to help them and where they help help.

13:22

All of that is what you're building up to.

13:24

So the first kind of foundational level,

13:26

you're enabling internally on your direct sell side.

13:30

Moving over to adoption,

13:32

that's where we can start then building more targeted content

13:36

and more targeted campaigns.

13:39

And what we're working towards there is,

13:41

in order to get to the sales led or even cloud led,

13:45

go-to-market motions,

13:46

we need to have winwires and stories in case studies

13:49

and success to point to.

13:51

And so taking a very targeted approach to campaigning

13:55

and a targeted approach to content

13:57

will help us see quicker wins, right?

14:00

So we don't need to boil the ocean yet,

14:02

we don't need broad awareness at this point.

14:05

We often will help our clients to specifically go get some wins

14:10

to point to success and show the value is there.

14:13

And so building very pointed campaigns,

14:16

very pointed content will help us to get those quick wins

14:20

a little bit faster than trying to just go drive awareness

14:23

or drive leads even.

14:24

The co-sell enablement at this point,

14:28

you're starting to, as you're working with tackle

14:31

to operationalize co-sell,

14:34

think about enabling sellers with more of that content

14:38

that you're building in ways that they can start now

14:41

and engaging their counterparts

14:44

with better together stories and better together content

14:47

for those specific accounts.

14:49

And so we're helping our partners to create content

14:55

that will help them work with their counterparts

14:58

at the cloud hyper-scalers.

15:00

And so this really starts to get you a foundation

15:03

where you have your story together

15:06

and you have some wins to point to

15:08

and now you're ready to start operationalizing even further

15:11

so that it's more in the hands of the sellers

15:14

and less on the shoulders of the alliances teams directly.

15:19

- Justin, I know you talked about the better together story

15:23

here and you went in some detail on the establishing foundation.

15:26

Something I hear a lot,

15:28

and I'd be curious to see your thoughts on this,

15:30

but I hear a lot from some of our ISVs,

15:33

we've already got a better together story.

15:36

And when we look at it, it's really their product story,

15:39

like how are they, what are their features and functions

15:42

and why is that helpful for going on the cloud provider?

15:46

And it doesn't really tell the story of,

15:48

"Hey, cloud AE, here's how I help you

15:50

survive and thrive every day."

15:52

And here's how us plus the cloud

15:54

are gonna be better for the customer.

15:56

Can you talk about it?

15:57

Is that something you see a lot

15:58

and what's the importance on actually having

16:01

that joint messaging that's aligned

16:03

on kind of a more broad level

16:04

than just the features and functions discussion?

16:07

- Yeah, so there's layers to these joint messaging

16:11

and positioning frameworks.

16:13

We'll touch on our approach to it

16:16

and some of the larger buckets that we like to work on

16:19

and make sure that they're filled out, but absolutely.

16:22

This is a common sort of thought processes.

16:25

Well, we know our value proposition,

16:27

we know our verticals, we know our personas,

16:31

and that's all kind of done.

16:33

Of course, it's done for your direct marketing efforts,

16:36

but when it comes to your alliances

16:39

with the cloud hyperscalers,

16:41

it's almost a redo of that,

16:43

trying to fit yourself again into their narrative.

16:46

And there's two audiences.

16:49

There's their customer audience

16:50

and there's also their internal stakeholders,

16:52

or sales audience.

16:53

And some of those really couldn't care less

16:56

about most of your verticals.

16:57

They maybe just have one vertical that they work on, right?

17:00

So if that vertical is something

17:03

that you do have a story on,

17:05

but you're not really telling it

17:06

in the context of that vertical

17:08

and you're still telling it broadly

17:10

because you're worried, hey,

17:11

we're missing out on these other verticals,

17:13

we're agnostic or we're horizontal solution.

17:16

That's okay that you're a horizontal solution,

17:18

but building a story and building some content

17:21

around the vertical will help you resonate

17:24

and land that message much better

17:26

for those audiences who really need to know

17:29

how you fit into financial services or healthcare

17:32

or so forth, because that's really all they're gold on.

17:35

And so that's actually very powerful,

17:38

not only for internal, but also externally, of course,

17:40

we can use that in much more targeted campaigning.

17:44

So it's, it is, and one of those exercises

17:47

where you sometimes have to take a step back and say,

17:49

well, let's make sure that we have the foundation

17:52

of the strategy of how we're trying to position ourselves

17:56

and it will end up increasing the output,

18:00

but it takes a little bit more time, so absolutely.

18:03

- Thanks, Justin.

18:05

I love the point you said earlier

18:07

about how it's important to amplify

18:09

and ensure those wins.

18:10

I know we'll get into that a little bit more

18:12

in the driving and scaling adoption portion,

18:14

but in the meantime, let's move on to joint messaging

18:16

and positioning framework.

18:18

So we're gonna pass the mic over to Gary.

18:19

We'd love to if you'd jump in and share more about this one.

18:22

- Yeah, I know, thanks Michael.

18:24

I know Patrick and Justin has mentioned this quite a few times

18:27

and this is that critical.

18:29

This is the start of your better together story.

18:32

This is why we're double clicking

18:34

of the importance of getting this right.

18:38

And this is the building block of the story

18:41

and the joint value proposition.

18:43

At Symbio, we actually follow this framework.

18:47

As you can see, it's fairly detailed.

18:49

I'll go into each one kind of talk through

18:51

what to really prepare for and look for

18:55

in each of the sections.

18:56

So the first one we start with

18:58

is horizontal solutions and workloads.

19:00

So this is really you, the ISV,

19:04

trying to figure out how your solution

19:06

fits into the cloud providers, horizontal solutions, right?

19:10

There's workloads and their product suite.

19:13

Does your product directly integrate

19:14

into the cloud products, right?

19:17

Are there any overlapping products?

19:18

So in this section, you wanna have to identify

19:21

and really know which products tightly integrate,

19:25

which products overlap and understand

19:27

the differences between the two.

19:29

So the second section really talks about vertical solutions.

19:33

And then we all know here,

19:34

if you've worked with any cloud provider,

19:37

a lot of them now are verticalizing on their sellers,

19:41

the product sets, their solutions.

19:43

So this is very, very important to understand

19:46

how your solution and products

19:49

and how does it affect and really align

19:52

with each vertical?

19:53

You've gotta understand which each verticals,

19:57

challenges, objectives and use cases.

20:00

And hopefully you'll have customer examples

20:04

in each vertical and use cases, right?

20:07

So this is really what strengthens your message

20:10

and strengthens your, and amplifies your product.

20:15

The third section, biopersonas,

20:18

aka ideal customer profile.

20:21

You gotta understand who you're targeting,

20:24

specifically which titles you're targeting.

20:26

You gotta identify those and really be specific, right?

20:29

This is how you're gonna get through

20:31

and cut through the noise,

20:33

really understand these biopersonas

20:35

and understand their challenges,

20:37

each persona's challenges.

20:38

This is objectives and also their own use cases.

20:42

What do they care about?

20:43

'Cause you gotta talk to them.

20:44

This is, there's a lot of stuff coming at everybody, right?

20:49

And everybody's questions to us at least is,

20:51

"How do I get through?

20:52

"How do I cut through?

20:52

"How do I get my message across?"

20:54

This is how you do it.

20:55

You've gotta really talk to that biopersona.

20:58

So the next section is,

21:00

this is really very, very critical in dealing

21:03

and talking to the cloud provider, right?

21:06

You gotta understand the seller and internal,

21:09

what's in it for them, right?

21:12

Really what that means is how do they get paid?

21:14

You gotta understand,

21:15

you gotta understand how they get their compensation,

21:19

their incentives,

21:20

you gotta understand how your solution directly

21:23

or indirectly affects cloud consumption.

21:27

You gotta be able to message that,

21:29

especially if it does directly affect it,

21:31

you gotta measure that,

21:32

you gotta have some metrics to associate that.

21:34

That really is gonna get people's attentions

21:37

at the cloud providers, right?

21:39

You gotta understand the programs,

21:43

what's available to you, are you in them, right?

21:46

Are you eligible for them?

21:48

That will help you with funding,

21:50

that will help you with resources,

21:52

and that will help you with just getting involved

21:54

and being in this ecosystem of,

21:58

within the cloud provider, right?

21:59

And the most important thing for this section

22:01

is you gotta share customer wins,

22:05

winwires, you gotta have winwires.

22:07

So that's really what's gonna drive,

22:09

I know questions we get asked a lot is,

22:13

cloud provider doesn't care,

22:14

they don't really understand my service,

22:16

the winwires will cut through that, right?

22:18

That's what they're gonna ask for first thing.

22:21

The next session, all this builds up

22:23

to your differentiation pillars, right?

22:26

What sets you apart from others,

22:28

what sets you apart to the cloud provider

22:32

and to your customer, right?

22:34

And then the very, very last section

22:36

is now you write your JVP,

22:39

what is your joint value proposition,

22:41

what is your story?

22:42

And hopefully this is very concise,

22:44

you wanna have your 20 second, 30 second pitch,

22:49

you wanna make this as tight as possible,

22:51

and as clean as possible,

22:52

but you take this framework

22:54

and you build into your joint value proposition.

22:57

So you don't really start writing your JVP first,

23:00

you wanna build all the pieces to it

23:02

and then combine and then write a very concise message.

23:06

This is how, this is the building block.

23:09

This is your better together story

23:10

or at least the start of it.

23:12

Hopefully once you build this framework,

23:14

follow this framework and then build some examples,

23:18

then you're on your way

23:19

and we'll go through the other further stages

23:21

as you mature into the process.

23:24

- Gary, I think a good takeaway from me from this

23:29

is also that this isn't a one person job, it sounds like.

23:33

We've got a lot of unique personas within our business

23:36

that can help us build this out.

23:38

You know, we need to take product, we need to take sales,

23:41

we need marketing, we need everybody working together

23:44

to help put this together

23:47

because it's not something simple.

23:49

When I put in the chat,

23:51

I tried to do this in my previous life

23:53

and directly the lack of effort directly impacted

23:58

my co-sell business.

23:59

And so, you know, that was a big lesson learned there.

24:02

- Yeah, thanks for bringing that up.

24:03

Definitely the stakeholders involved in this,

24:06

obviously the alliances team, right?

24:08

You're gonna be driving this,

24:10

but your marketing teams are gonna be involved,

24:12

your product experts are gonna be involved,

24:14

your executives are gonna be involved,

24:16

sellers are gonna be involved,

24:18

finance is gonna be involved,

24:20

and also the cloud provider side is going to be involved

24:24

in creating and building this thing.

24:26

So there's many stakeholders into this thing.

24:29

It is a process and you may have to kind of build

24:31

some of these pieces out.

24:33

And hopefully you'll have a customer in here

24:35

involved in this story.

24:37

That's really how it's gonna make it more powerful

24:40

when you present this.

24:41

So I appreciate that Patrick, yeah, you're right.

24:44

- Thanks, y'all, and thanks Gary.

24:45

Now that we've covered establishing foundation

24:47

and building adoption,

24:48

we're gonna move into the next stage of maturity model.

24:51

So we'll be covering driving and scaling adoption.

24:53

So Patrick, starting with you,

24:55

what should partners be doing to operationalize for scale

24:59

and what data should partners be using

25:01

to lead their GTM efforts?

25:03

So kind of two-part question there,

25:04

but yeah, we'd love to hear your take.

25:06

- Yeah, good question, Michael.

25:07

So I think this is where we come over the fence.

25:10

This is where we become more strategic in nature.

25:13

But to get there, obviously, we need those foundational blocks.

25:15

We need to have those stories.

25:17

We need to have our business value propositions.

25:20

We need to have already laid all that groundwork.

25:22

Once we've started to build out a brand

25:24

that is working within the cloud providers

25:28

that we're actively engaged with

25:30

and within those partnerships,

25:32

then we can start to see, all right,

25:34

we're gonna lift and shift our focus and priorities

25:37

from this alliance-led activity

25:41

to starting to get some of those other stakeholders

25:43

internally engaged.

25:44

Now, maybe we've got some dedicated resources.

25:46

We're some part-time resources

25:48

that are helping us say from a marketing perspective.

25:50

They're leaning in on all these campaigns

25:52

or we've got a partner like Symbio

25:54

that's helping us take us through this.

25:56

And now we've gotten to that phase

25:57

where I can focus on other activities.

26:00

And so here's where the sales team

26:02

needs to start driving these activities

26:04

from the ground level.

26:06

It's involved in their sales methodology.

26:08

So maybe it's MedPIC, maybe it's MedIC.

26:10

They're working through and asking the right questions

26:13

to the customers early to define

26:15

which cloud providers are the ones they're on

26:18

or which ones do they prefer to procure through.

26:20

And those conversations lead to a very early discovery.

26:23

And we're starting to speed up the sales cycle

26:25

in this process now.

26:26

So we're becoming more efficient,

26:28

not only from a customer-facing perspective,

26:31

but also internally from an operations standpoint.

26:33

I now have sellers telling me

26:35

or maybe they're doing it,

26:38

co-sell registering or co-sell submitting

26:40

to the cloud provider of choice

26:42

and sharing the opportunities that we've now discovered

26:44

are likely to either end up procuring through the marketplace

26:47

or even if they don't,

26:48

the customers on, let's say AWS or Microsoft or Google,

26:52

and we wanna go co-sell with those providers

26:55

to help us get a little extra lift.

26:57

So from an efficiency standpoint,

26:58

we're starting to either change who is doing that work

27:02

or automating those processes.

27:04

And you can do that by leveraging the data

27:08

that we have going through.

27:08

Okay, we know now from the first two phases

27:11

that customers that look like this,

27:14

you're kind of defining an ICP really,

27:16

customers that look like this,

27:18

that buy these types of products from us

27:20

in this stage of the sales cycle

27:22

at this deal threshold from a price standpoint,

27:26

we're automatically gonna register those deals for co-sell.

27:29

And then we are going to be from a first offer

27:32

opportunity standpoint,

27:34

creating a marketplace offer for these customers

27:37

is the first thing we wanna go do.

27:38

Before we even talk about any other possible ways to procure,

27:41

this is the first one.

27:42

And by doing so, we're gonna have sales team

27:45

driving enablement there.

27:46

So for us, the driving adoption phase is really,

27:50

when you start to see those fundamental shifts

27:52

and obviously tackle likes to help enable those activities,

27:56

connecting to the API's using the Salesforce app,

27:59

leveraging the prospect data built into that application,

28:03

connecting through the cloud providers,

28:05

like these are all things that start to turn the tide.

28:08

And then when you get to the scaling phase,

28:09

this is like your best of the best.

28:11

This is when we've got integration across many of the clouds,

28:15

we're leveraging API's not only with tackle,

28:17

but other third party providers,

28:18

you're integrated with your RevRec,

28:20

your entitlements, tools, internally,

28:23

it's a smooth process.

28:24

There's no copying and pasting PDFs

28:26

and saving them into drive files

28:29

so that you have an audit trail

28:31

for RevRec deals through marketplace.

28:33

Like these are all now connected things.

28:35

And so for us, those are the key foundations and fundamentals,

28:40

I'll say, to becoming a partner at this size.

28:44

And it's really a cloud led or a sales led activity now,

28:47

where we're getting more engagement

28:49

and it's not one way anymore.

28:50

- As I was all on mute there in my bed.

28:58

Thank you, Patrick, appreciate you sharing there.

29:00

Justin, we'd love to hear the symbiote perspective

29:01

and just hearing some of the most effective marketing efforts

29:05

that you can have at these stages.

29:06

- Yeah, thank you.

29:09

So at this level, we're really starting to shift,

29:12

again, the strategy to the sellers to the cloud.

29:15

What we mean by cloud led,

29:17

and that's a term, if that wasn't clear,

29:20

where you're starting to navigate invited

29:22

to cloud led campaigns or initiative for go to market,

29:26

that they are leading out,

29:27

where they're promoting that either internally and externally.

29:31

So that's something that you can aspire to,

29:34

where there's more invitation

29:36

to exclusive kind of a campaigning,

29:38

which, as we all know, there's thousands and thousands

29:43

of partners in these ecosystems

29:45

and how do you get to that level?

29:46

Well, you have to start kind of the foundation,

29:48

you're working your way up.

29:50

So these joint case studies in the driving adoption,

29:52

that's the best form of sales enablement

29:55

and awareness that you can get, in my opinion.

29:58

So at my time at Google working in CoSEL,

30:02

the number one thing I could do to get my partners

30:06

more visibility to the sales team was point to winwires

30:09

and point to how others were hitting quota,

30:13

working with my partners.

30:15

And so having case studies or win stories,

30:17

or however you can build them either internally,

30:20

anonymously, externally, those are extremely powerful.

30:24

That's one form of content that we're trying to develop

30:27

at this point to help us to get more broader awareness

30:32

and adoption and engagement from the sellers

30:35

on the cloud side, as well as obviously your own sellers.

30:38

So building out those stories,

30:40

also you can use more broad awareness campaigns

30:45

and lead generation campaigns.

30:47

At this point, you may have MDF that you're using

30:50

and you can help build out those campaigns

30:51

using those funds.

30:53

A lot of partner teams, this partly why we exist,

30:56

it's one to maybe two people,

30:58

maybe one alliances person and a partner marketer

31:02

or a sales person who really just don't have the bandwidth

31:06

to cover all of this.

31:07

If you can achieve the level of MDF,

31:10

then you can kind of invest further in creating this content

31:14

and promoting it and getting more support and bandwidth

31:18

to focus on the strategic level conversations.

31:21

Those, the other part here of this built driving adoption

31:24

was the internal campaigns.

31:26

And we just kind of referenced that as internal awareness,

31:29

being aware of how many reps know who we are,

31:32

how we collected kind of emails,

31:35

do we have any kind of metric of how many reps have engaged

31:38

with us on opportunities who have worked with us,

31:40

who've gotten a good attainment,

31:42

are we starting to measure that and grow that as a KPI as well?

31:47

So that we know that we're driving more and more inroads

31:50

into this ecosystem.

31:52

So shifting over to scaling adoption,

31:53

now you're getting to the,

31:55

what we refer to as a strategic partner,

31:59

you may be a strategic solution partner,

32:02

you're getting invitations to first party led,

32:05

cloud led initiatives and programs and campaigns.

32:08

You can start to scale your new geographies

32:12

and to enable the channel partners or the SIs

32:16

that may be working with you in the cloud.

32:19

And at this point, you should have mechanisms to automate

32:22

a lot of CoSEL enablement.

32:25

I think Michael's question of what helps partners

32:28

stand out the most is in our experience,

32:33

everything, the best performing content,

32:37

the best performing activities are very pointed

32:39

to specific accounts, specific verticals,

32:42

as I mentioned before.

32:43

So we take a very account based approach

32:45

and we have kind of a framework for a virtuous cycle

32:49

of how that works that we can kind of touch on in a moment.

32:51

But having an account based approach to this

32:54

is really the, what we find to be the best way

32:59

to get sellers to start opening their eyes and saying,

33:02

okay, I hear from thousands of partners,

33:04

I'll be like, I get bombarded from go to market opportunities.

33:07

But now I see how your company applies to my account

33:11

specifically and I have content related to that

33:15

specifically that I can go and share with the customer.

33:21

So if we advance to slide seven here,

33:24

this kind of touches on that framework.

33:27

If you kind of zoom out then on this,

33:30

what we're trying to implement is a virtuous cycle of CoSEL.

33:35

And we've included co-marketing and the activities

33:38

across the co-marketing funnel that we can do.

33:41

But on the right hand side,

33:43

when you have account based sales engagement

33:45

and account based marketing or ABX feeding CoSEL,

33:50

then you start this virtuous flywheel, if you will,

33:54

of accounts are getting engaged,

33:57

accounts are getting content from us,

34:00

we're opening up meetings,

34:01

we're opening up our opportunities in conversation.

34:04

That is the priming the pump for us to get in front

34:07

of the cloud sellers.

34:09

If we don't really have anything in there,

34:10

just on a wish list,

34:11

then that's less useful of a conversation

34:13

to go talk to a cloud seller, right?

34:15

But if they're already in conversation with us,

34:17

there's an opportunity.

34:19

Now we can register those.

34:20

Now we can work with the cloud providers,

34:23

get in touch of it, get in front of the reps

34:26

who we connect with, who we enable,

34:30

who end up getting quote-doubtament with us.

34:32

And those become our advocates who can then kind of repeat

34:35

the cycle, tell their friends,

34:36

ask for a repeat with a different account.

34:40

And now you see more partner or cloud-originated opportunities,

34:45

cloud-originated pipeline

34:48

that doesn't have to come from outbound selling

34:51

and co-marketing on the left-hand side,

34:53

but more from the organic, if you will,

34:57

discovery and sales referrals to other accounts.

35:01

And so this is what we try to implement

35:03

and help customers to do to stand out

35:07

is taking an account-based approach

35:09

in conjunction with their co-marketing efforts.

35:12

- Awesome, thanks, Justin.

35:14

And I'd love to drill down and take a look

35:16

at the Co-SOL portion here.

35:18

Gary, how should partners approach Co-SOL at this stage?

35:22

- Yeah, I'm just gonna share some best practices

35:24

that I've seen working with clients today

35:29

and during my time at Google as well.

35:32

Honestly, the ISVs, they have to lead

35:36

with the Co-SOL portion.

35:38

Don't wait for the cloud provider to lead this.

35:41

ISVs will have to lead and drive this virtuous cycle.

35:47

We already talked about the nailing

35:49

your joint messaging and positioning.

35:51

Very, very important.

35:52

That is the beginning of that better to render story.

35:55

We gotta align your content with the cloud's joint,

36:00

file value proposition and create that joint value proposition.

36:05

You have to start automating and your integration

36:09

with the cloud marketplaces.

36:10

This is to manage your sales pipeline,

36:13

account mapping and such.

36:15

Has to be automated.

36:16

Keeps everything more efficient.

36:18

And now you have a better visibility

36:22

into what you're doing with the cloud provider.

36:24

Definitely create personalized content.

36:28

We prefer an account-based approach.

36:32

Really cuts through some of the noise

36:35

that everybody gets inundated with daily.

36:39

And the last piece really from a best practices perspective

36:44

is you gotta create forcing functions.

36:46

So that could take in many shapes.

36:49

Could be customer events.

36:51

You could drive webinars together,

36:53

lunch and learns together.

36:54

You could do enablement sessions

36:56

with the partner and a customer.

36:59

Leverage conferences and industry events.

37:02

Really very helpful.

37:03

But driving and forcing, having a forcing function

37:08

really keeps you top of mind.

37:10

And if you constantly do that throughout the year,

37:13

they're never gonna forget you

37:15

'cause you're always in their face about something

37:18

and something of value.

37:19

So this is really what drives this virtual cycle

37:23

that Justin was mentioning earlier.

37:25

So thanks, Mike.

37:27

- Yeah, and just to add to that,

37:29

I think Gary wisely touches on events

37:33

and there's a lot of channels

37:35

that in a lot of approaches you can take.

37:37

So just showing up, showing up in every way possible.

37:41

This requires buy in across the company.

37:44

So Cloud GoToMarket has to be a strategy

37:47

that everybody's bought into.

37:48

If you show up, you're investing,

37:50

everybody sees that and over and over,

37:52

it turns into more goodness that comes back to you.

37:55

So it really does require some initial investment

37:59

than to see the virtuous kind of reciprocation.

38:02

- Definitely, thanks, Justin.

38:05

And we'd love for you all to kind of jump in

38:07

and share customer success story on yours and Symbio.

38:10

So Justin, feel free to jump in and share here.

38:12

- Yeah, so this just to talk about for a second,

38:17

an example of a partner named Sonotype,

38:20

working with AWS who's somewhat new

38:23

to the Cloud Alliance GoToMarket with AWS.

38:28

Getting listed on the marketplace,

38:30

had some revenue targets, starting out,

38:34

I think they had a great relationship

38:36

with looking for how to set the proper foundation.

38:39

And so we started at the beginning

38:42

with the joint messaging and positioning framework

38:44

and building on content and then taking that

38:46

into pointed kind of one-to-one campaigning.

38:49

Like we said, driving those two conferences

38:51

and events that they were sponsoring or co-hosting

38:54

with the Cloud provider.

38:57

And so things like a webinar and reinvent in this case.

39:01

And that in and of itself gave them the proof points

39:06

that they needed to be able to invest

39:09

and keep going in the partnership

39:10

and show that there was results here.

39:12

And so from that initial kind of campaign

39:16

and foundational content, they were already able

39:19

to develop these proof points or KPIs

39:23

that you see on the business results

39:25

of hundreds of leads and opportunities

39:27

and they ended up with private offers

39:29

being submitted and accepted.

39:30

And so they have some now, some success to talk to internally

39:35

and to the partner to take it to the next level.

39:38

And so this is an example of just starting

39:39

in that foundational level, taking the time

39:41

to build out the joint messaging and positioning,

39:44

doing some pointed campaigning,

39:46

leading that into Co-Cell to have some actual revenue

39:51

and opportunities to look to was a great win.

39:56

Admittedly, this was, I think, a little easier

40:00

than I would want to set expectations for everyone.

40:02

They had results within the first four or five months,

40:06

revenue results.

40:07

So that was fantastic.

40:09

And we always, if you're just starting out,

40:11

we always also encourage, like,

40:13

start with the lowest hanging fruit that you can

40:15

to get some momentum, to get folks excited about.

40:18

And so if you have opportunities to go to market

40:22

with renewals or with open source or free accounts,

40:26

things like that, whatever you can do

40:27

to get some traction, that's the best way to go.

40:30

So this was a great example of a client

40:34

that needed to get started from scratch

40:37

and how we can help them go from zero

40:39

kind of to that one first bucket of go-to-market maturity.

40:44

- Awesome, thanks, Justin.

40:47

Looks like we're getting a little close on time here.

40:49

I'll be fully honest.

40:50

I really think Goldcast is gonna keep us

40:53

letting us continue this event,

40:54

but just in case it cuts us off short, which I doubt,

40:57

I wanna go ahead and give a quick call to action for y'all

40:59

and then we can jump into questions.

41:00

So yeah, if you'd like to learn more about Symbio,

41:04

get an assessment of your Cloud JTM maturity.

41:06

Are you just getting in touch at contact@ SymbioHQ.com?

41:10

If you'd like to learn more about tackle,

41:11

there's a little button, hopefully,

41:12

on the top of your screen that says,

41:14

talk to a Cloud JTM expert.

41:16

But yeah, feel free to contact Symbio right there

41:18

or when you click there to talk to tackle,

41:20

we'll have someone reach out to you.

41:22

But in the next couple of minutes here,

41:24

let's go and cover some of the questions.

41:25

So it looks like we have one to initially jump into,

41:28

but if you all have other questions,

41:30

feel free to go to the Q&A portion

41:32

and fill them up from there.

41:34

So let's jump into the one from Nate.

41:36

So Nate said, "My understanding is that

41:38

co-sell support from the Cloud providers is only possible

41:41

when you have much of your infrastructure running on them.

41:44

Any ballpark estimates on how much is necessary

41:46

to qualify per Cloud provider?"

41:48

Who wants to jump into this?

41:51

- Maybe I can touch on this

41:52

and Patrick could be able to add,

41:54

but we often refer to this in our engagements.

41:58

It is somewhat changing.

42:00

And so I avoid putting it out there

42:02

because it's gonna always shift

42:03

and I don't wanna have something that's legacy

42:06

that's outdated.

42:07

Every cloud provider is gonna have a different program.

42:10

They're gonna have different thresholds.

42:12

This is key.

42:13

If you're running on that Cloud provider,

42:15

it will help you tremendously.

42:17

And so when you're doing commits,

42:19

if you're committing to a Cloud,

42:22

use as a negotiation leverage for MDF

42:24

or for co-sell inclusion in programs like this,

42:27

it absolutely is helpful and key.

42:29

- Sweet.

42:33

- Yeah, good, great point.

42:34

I think for me,

42:37

the biggest thing we need to consider initially,

42:40

at least, is that we need to know how they get paid, right?

42:43

So we need to understand that they're not only paid

42:45

on growing their accounts with consumption

42:48

or services, as you mentioned,

42:49

but they're also gold or incentivized in each Cloud various

42:53

on co-sell wins, marketplace transactions.

42:55

So it's not just a consumption story,

42:57

but yes, that's a very important story.

42:59

And we need to remember,

43:00

co-sell's still a relationship building exercise.

43:03

So how do we help build our brand as a consistent sharer?

43:06

This is a sales rep who's got a pipeline

43:08

they've got to build.

43:09

So how do we help them become the person

43:11

who's sharing a consistent pipeline

43:12

and helping them ultimately get to their numbers,

43:15

even if it's not consumption?

43:17

And next week, we have a webinar on the consumption story,

43:19

but in short, we have to consider that our software

43:23

will in some way cause growth in the end-user systems.

43:26

There's no reason why it wouldn't.

43:29

If we grow their business, then their business

43:31

creates more consumption or need

43:32

because they've got more data.

43:34

So what's that story?

43:35

Can we find a story that makes sense

43:37

and isn't just some loose-agoose,

43:38

not well thought out story?

43:43

Or do we need help from a new one

43:46

who can help take your tenant on tenant solution,

43:49

containerize it, deliver it as SaaS on customers tenants

43:53

and use some kind of third party there?

43:54

So I would say just let's not think of this

43:58

as a only, hey, they only care if I'm drawing consumption.

44:00

Yes, that's why they're here.

44:02

That's why they all make the big bucks.

44:04

But it's also a relationship building exercise

44:06

and we have to tell good stories.

44:08

And I think if you learn nothing else

44:09

from the symbiotean today,

44:11

like we all can do better at telling stories

44:15

and we need to do better at building those

44:17

for everything from co-sell and better togethers

44:21

to marketing and sales campaigns.

44:25

Like, and all of that needs to be done under the lens

44:28

of what's cloud marketplace and how's it matter

44:30

to the end user?

44:33

And it's a tough story to shift from what we're used to today

44:36

and we can all use some of what symbiote provides

44:38

to help us put that in the right context.

44:40

Yeah, and how that we didn't end up,

44:46

that's exactly, that's a great, great answer Patrick.

44:49

It's not 100% about you running on their cloud.

44:54

It is very useful to know how much consumption

44:59

you are driving though.

45:00

Even outside of your own spend directly,

45:03

how much do you uplift customer spend

45:06

if they adopt your solution?

45:07

And so part of our exercise is understanding

45:10

what are those workloads?

45:11

What are those meters that are gonna start spinning faster

45:14

because the customer bought your solution?

45:17

If that's not the case, then we also need to work on

45:20

what are the deals that you're unblocking?

45:22

What are the deals that we can close faster

45:27

or larger because we're working with you

45:30

that where there's maybe a feature gap

45:32

or a use case gap that you fill?

45:35

So there's work to be done if you don't necessarily

45:38

run on that cloud or you don't drive consumption.

45:41

There's a couple layers deeper we can go,

45:42

but those are two big levers

45:44

that we definitely wanna push on.

45:46

So good question, thanks for sharing.

45:49

- Thanks Justin.

45:50

It looks like they've been still going

45:51

as little people here.

45:52

So if you don't have any more questions,

45:54

I'll go and wrap us up here.

45:55

You'll probably see a ticker on your screen.

45:57

If you wanna learn more about that,

45:58

what Patrick was saying about how you can

46:01

build your own consumption model

46:02

and how consumption is important to Co-Self,

46:04

feel free to click there and register.

46:06

But one more time, huge thank you Gary,

46:09

Justin, Patrick for sharing your insights today.

46:10

And of course, all of you for attending

46:12

and sharing your comments, questions

46:14

and contributions to today's session.

46:16

Be on the lookout for the webinar recording

46:18

in your inbox shortly.

46:20

In the meantime, have a wonderful day

46:21

and we'll see you next week hopefully.

46:23

Bye y'all. - Bye.

46:24

(upbeat music)

46:27

(upbeat music)

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