7 Tactics for Ecosystem-Led Outbound
7 Tactics for Ecosystem-Led Outbound
How to turn partnerships into pipeline - tactics being successfully used by other companies to drive revenue
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7 Tactics for Ecosystem-Led Outbound
This drum is still beating, and we don’t anticipate that changing - outbound isn’t what it used to be.
63% of companies are facing significant challenges with outbound (source). Companies are realizing that traditional approaches aren't enough, and an ecosystem-led strategy is serving companies well. Deals influenced by ecosystems are 53% more likely to close and 46% faster (source: Crossbeam data).
This is no longer news to go-to-market leaders. The challenge lies in how to effectively put these strategies into practice.
Three GTM leaders at the forefront of driving revenue through outbound taking an ecosystem-led approach shared insights - experts Andrew Ermogenous of Atlan, Eric Smith of Pattern, and Alex Poulos of Crossbeam.
After distilling their insights, we extracted 7 tactics as inspiration and practical guidance on how to operationalize an ecosystem-led outbound approach.
Let’s get into it.
Why partnerships lead to pipeline in outbound
Quick summary:
It builds trust at scale: Ecosystem-led approaches are built on the principle of operationalizing trust through partnerships. By integrating partners into your go-to-market strategy, you create a scalable way to build credibility with potential customers.
It’s unique to your company: Your ecosystem is a distinctive asset that no other company has. It’s built on your specific partner relationships, technical integrations, and market positioning, making it a highly tailored advantage.
It’s scalable and efficient: As you expand your ecosystem, opportunities grow exponentially. The unit economics of this approach are often superior.
7 tactics to operationalize an ecosystem-led approach for outbound
1. Dedicated SDRs for ecosystem partnerships
These SDRs are not just making calls; they are embedded within the partnership team, participating in partner QBRs, strategy sessions, and leveraging partner data to refine their outreach. They prioritize high-fit accounts that align with both their company’s and partners’ value propositions. This specialized role ensures that outreach is rich in relevance and more likely to resonate with prospects who are already engaged with the ecosystem. Greater resonance, greater pipeline generation.
2. Set up a “Funnel GPS Call” - a call to unify sales, marketing, and partnerships
Atlan runs “Funnel GPS Calls,” which are cross-functional meetings that bring sales, marketing, and partnerships together to review the pipeline and align on strategy.
It’s more than just a status update - these calls are used to identify what’s working, troubleshoot what’s not, and make real-time adjustments to tactics. The goal is unified action toward shared pipeline goals.
3. Give each BDR a small target list of high-conviction accounts
Pattern assigns each BDR a small, curated list of 50 high-conviction accounts, chosen based on data from ecosystem insights. This tight focus allows reps to dive deeper into each account, using tailored strategies rather than spreading their efforts too thin across a broad list. A focused approach empowers BDRs and sales reps to be more strategic and creative in their outreach.
4. Embed ecosystem data into the CRM
Often being the source of truth, having data that doesn’t reside in the CRM can deprioritize it. Integrating ecosystem data directly to the CRM streamlines outbound efforts while showcasing its value.
Sales teams use Crossbeam to pull partner overlap data directly into their CRM. This setup gives reps immediate visibility into which partners are already working with their target accounts, what tech stack the accounts use, and other key data points that make outreach more relevant.
5. Leverage partner intent signals to time outbound
Partner intent signals - like changes in tech stack or recent customer acquisitions - provide actionable insights that tell you when an account is ready for engagement. These signals help reps identify high-priority targets and tailor their outreach to match the account’s current context.
Signals from partners allow reps to strike when the timing is right, making outreach more relevant and increasing the chances of a positive response. It’s data-driven targeting that turns the coldest of cold calls into a strategic conversation.
6. Sponsor partner Quarterly Business Reviews (QBRs)
Participating in partner QBRs lets your team gather valuable insights on mutual customers, spot challenges, and identify new opportunities for collaboration. It’s an inside look at what’s working and what needs attention, directly from the partner's perspective. QBRs provide direct access to data and discussions that can inform outbound efforts.
7. Segment daily contributors vs. strategic partners
Not all partners play the same role. Some are “daily contributors” who provide quick wins through immediate support, introductions, or referrals. Others are “strategic partners” involved in long-term initiatives like co-selling and co-marketing. Recognizing these distinctions helps you engage partners effectively based on what they bring to the table and how you can in turn best support them.
Segmenting partners allows you to maximize both short-term impact and long-term growth. Daily contributors keep the pipeline moving, while strategic partners help drive bigger, more integrated opportunities.
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While an ecosystem-led strategy is effective for outbound, it’s important to also note that this approach influences every part of the customer journey, from initial awareness to retention. Taking an ecosystem-led strategy can reduce churn and encourage upsell opportunities - the revenue impact extends through the entire go-to-market orchestration.
🤝 Sophie