This Week’s Outcome: Walk away with three actions you can take today to start turning your network into pipeline.

In This Newsletter

• How to Turn Your Network into Warm Pipeline

  • Create and Nurture Your Network

  • 3 Ways to Turn Your Network into Pipeline

• The NDR Playbook is for you if…

How to Turn Your Network into Warm Pipeline

A Go-to-Network strategy that generates warm pipeline requires a two-pronged approach:

First, create and nurture your network

When creating a network your goal is to create trust through authentic relationships and expertise. It’s not enough to just be liked or just be an expert. Be helpful and be someone people want to buy from.

How do you do that?

1️⃣ Create content and educate others through personal brands. If you’re a leader, give space to all your customer facing teams to make time for personal content and network building. Enable every team member to be a forward facing touchpoint into your market.

2️⃣ Nurture community and host events. Find ways to connect your ICP together through community and events. Focus on smaller events and experiences. Large conference settings with booths and SDRs circling like sharks are often more transactional and less about relationship building.

These efforts pull people into your sphere of influence and establish credibility and trust (these actions are also the primary responsibility of the NDR we outlined in the playbook we released last week).

Building connections between people and creating members instead of followers will compound the strength and reach of your networks faster than you can imagine.

Next, start activating those networks

Now that you have drawn people in, you can begin identifying opportunities for mutual benefit.

The Go-to-Network approach is unique in that it focuses on people, building connections, and forming relationships rather than just chasing transactions.

Three ways you can start driving growth right now:

1️⃣ Ask for the low-hanging fruit. Don't hesitate to ask your colleagues, executives, investors, advisors, partners, and advocates for introductions. They all want to see your business succeed! Identify the person in their network you want to connect with, and prepare your request ahead of time to make it easy for them to facilitate the connection.

Use this list of forwardable warm intro templates to get started!

2️⃣ Partner with organizations and individuals! Find ways to co-sell, co-market, and co-create to drive deeper connections and alignment.

Sendoso’s Head of Sender Relations, Katie Penner, built the Sendfluencer program to partner with and empower B2B creators and influencers to create content around sending thoughtful gifts to prospects through the Sendoso platform. Each participant had access to the tool and could share their experience and successes, driving both brand awareness and pipeline growth.

3️⃣ Create referral systems that make it easy and valuable for your network to bring more people into your network. It can be as simple as asking the person you’re speaking with if they know anyone hiring at the moment. Not for you, but for your network!

Commsor’s GTN Evangelist, Christian Jakenfelds, experienced this firsthand this week. He said, “I spoke with someone this week who, when they learned I was in Europe, asked if I knew any French-speaking CSMs for their friend who is hiring. And I do! This was therefore a four-person connection, and everyone was going to get value from it!”

Wrapping it up

Creating content and educating others through robust personal brands will drive greater value and grow your network quickly.

Activities like asking for warm introductions, building partnerships, and referral systems—while designed to benefit your own organization—should also provide value back into the network, fueling compound growth.

Now, does this mean you should ditch your direct GTM plays?

Of course not.

But the tides are changing quickly, and to succeed in 2024 and beyond, you must start layering in a Go-to-Network approach.

Until next time,

Mac 🦕

The NDR Playbook is for you if…

👉 You’re a seller who is burning out quickly.

👉 Your sales team is consistently missing quota.

👉 You feel like you’re damaging your brand through spray-and-pray methods.

👉 You’re an early stage founder looking for a more holistic approach to growth.

👉 You’re engaged in sales tactics that don’t align with your values outside of work.

Roy Schuhmacher snagged a copy of the NDR playbook and can finally dry his tears. 🥲

Haven’t grabbed your copy yet? Get it here.

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