B2B Sales & Partnerships - Insights from a B2B Sales expert - Laetitia Fall (vendue.fr)

How Lemlist generates $3.8M ARR through partnerships - Lilibeth Acuña (Lemlist)

In this new episode of Alliances, I welcome Lilibeth Acuña, Partnership Manager at Lemlist, who has built a true revenue-generating partnership machine in less than two years. Lilibeth joined Lemlist in March 2023 to launch their partnership program with absolutely no prior experience in this field. Yet, thanks to her listening skills, strategic approach, and flawless execution, she has transformed partnerships into a major growth lever for Lemlist. Today, partnerships represent nearly 12% of the company's annual recurring revenue ($3.8M ARR) and 15% of new acquisitions. With her unique background combining video production, PR, and SaaS, I wanted to understand how she built this multi-tier partnership strategy and what lessons she can share with the partnerships community. In this strategic episode on B2B partnerships, Lilibeth shares: * How she identified and capitalized on agency inbound leads from day one, * Her method for convincing leadership to invest in partnerships by proving ROI, * Building a two-tier program: Service Partners (agencies) and Affiliates, * Why she started with non-monetary benefits before adding revenue share, * Her influencer strategy: 20-80k followers, authentic content, upfront payment, and annual deals, * How to measure influencer ROI without UTMs through a data-based formula, * Key metrics: higher conversion rate, lower churn, and higher LTV than PLG, * How to involve the product team in partnership strategy, A tactical episode that reveals how to transform partnerships into a growth machine in less than 2 years, with concrete and measurable results. Did you enjoy this episode? 👉 Like, comment and subscribe so you don't miss anything 👉 Share it with your sales and partnerships network 👉 Rate the podcast 5 stars to support us 🎧 Watch at the video on Youtube: https://youtu.be/PitAMXU6asw [https://youtu.be/PitAMXU6asw] Thank you for your support! ▬▬▬▬▬▬▬▬▬▬ Where to find Lilibeth: https://www.linkedin.com/in/lilibethacuna [https://www.linkedin.com/in/lilibethacuna] To discover Lemlist: https://www.lemlist.com/service-partners?r=0 [https://www.lemlist.com/service-partners?r=0] Where to find Maxime: https://www.linkedin.com/in/maximeimbert-partnerships [https://www.linkedin.com/in/maximeimbert-partnerships] ▬▬▬▬▬▬▬▬▬▬ Find a new episode of Alliances every month to get the best techniques for developing your alliances and partnerships ▬▬▬▬▬▬▬▬▬▬ I'm Maxime Imbert, Fractional Head of Partnerships. I help B2B SaaS and Fintech companies build and implement their partnership strategy to succeed in their Go-to-Market and generate substantial revenue in the medium term. Building your ecosystem is a tremendous lever for exponentially increasing your revenues. I've made this my missionn to help as many Fintech and B2B SaaS companies as possible. Evaluate your strategy: https://calendly.com/maxime_imbert/30min [https://calendly.com/maxime_imbert/30min] Hosted by Ausha. See ausha.co/privacy-policy [https://ausha.co/privacy-policy] for more information.

B2B Sales & Partnerships - Insights from a B2B Sales expert - Laetitia Fall (vendue.fr)

In this new episode of Alliances, I welcome Laetitia Fall, sales strategy consultant and founder of Vendue.fr [http://Vendue.fr], the French-speaking reference on B2B closing. Laetitia co-founded Seekube, which she developed before selling to Hellowork. With over 10 years of B2B sales experience, she now helps early-stage to scale-up companies improve their closing rates. Creator of her podcast Vendue and her own YouTube channel (Links below), Laetitia shares her expertise through commercial call reviews, interviews, and precise analyses to decode B2B sales techniques. Thanks to her unique experience combining direct sales and strategic partnerships, I wanted to understand how salespeople can leverage partnerships to transform their closing approach and accelerate their deals. In this episode focused on sales and strategic partnerships, Laetitia shares: * Her feedback on building partnerships at Seekube (schools, companies, B2B/B2C model) * Why partnerships became her primary acquisition channel on her current predictive AI mission * Different types of partners: integrators, hosting providers, competitiveness clusters, consultants, deal sources * Her methodology for categorizing and prioritizing partnerships based on impact and timing * The human dimension of partnerships: patience, rigor, loyalty vs the urgency of direct closing * The importance of influence in complex deals: how partners unlock stagnant opportunities * The art of using partners to obtain critical information: antagonists, decision criteria, company culture * Why attribution has become secondary: focus on overall influence and revenue team objectives * Her recommendations for structuring a dedicated partnerships team rather than diluting the role A strategic episode that reveals how sales and partnerships must work hand in hand to unlock complex deals, reduce sales cycles, and generate ultra-qualified leads you would never have obtained directly. Did you enjoy this episode? 👉 Like, comment and subscribe so you don't miss anything 👉 Share it with your sales and partnerships network 👉 Rate the podcast 5 stars to support us 🎧 Watch this episode: https://youtu.be/0YVTbjXfylk [https://youtu.be/0YVTbjXfylk] ▬▬▬▬▬▬▬▬▬▬ Where to find Laetitia: https://www.linkedin.com/in/laetitiafall/ [https://www.linkedin.com/in/laetitiafall/] Where to find Maxime: https://www.linkedin.com/in/maximeimbert-partnerships [https://www.linkedin.com/in/maximeimbert-partnerships] To discover Vendue.fr [http://Vendue.fr]: https://www.vendue.fr [https://www.vendue.fr] Laetitia's YouTube channel: https://www.youtube.com/@UCQMewWAC5KRC86sJkAdziKw [https://www.youtube.com/@UCQMewWAC5KRC86sJkAdziKw] ▬▬▬▬▬▬▬▬▬▬ I am Maxime Imbert, Fractional Head of Partnerships, I help B2B SaaS and Fintech build and apply their strategy around partnerships to succeed in their Go-to-Market and generate substantial revenue in the medium term. Evaluate your strategy: https://calendly.com/maxime_imbert/30min [https://calendly.com/maxime_imbert/30min] Hosted by Ausha. See ausha.co/privacy-policy [https://ausha.co/privacy-policy] for more information.

Ecosystem Marketing - How to really engage with your buyers ? - Will Taylor (AudienceLed.com)

In this new episode of Alliances, I welcome Will Taylor, co-founder of AudienceLed, an ecosystem marketing agency that's redefining how B2B companies approach marketing. Will has an impressive track record in the partnerships ecosystem. He helped launch, scale, and successfully exit a media company focused on partnerships, which was acquired by Reveal and later by Crossbeam. After consulting on partner revenue operations, Will discovered that partnerships is ideally suited for marketing functions—a perspective that led him to co-found AudienceLed, where he helps Series A+ tech companies go to market with their market through third-party expertise. Thanks to Will's unique expertise in ecosystem marketing and his deep understanding of how buyers actually make purchasing decisions, I wanted to explore how companies can leverage their ecosystem to create more impactful marketing that resonates with buyers. In this episode focused on ecosystem marketing and strategic partnerships, Will shares: * The fundamental difference between traditional marketing and ecosystem marketing * Why buyers only engage directly with vendors at 4 of the 28 touchpoints in their journey (Jay McBain's research) * His method for identifying which third-party experts influence your buyers (influencers, brands, communities) * How to start ecosystem marketing by simply asking your customers who influences them * The competencies required: people & project management skills vs traditional marketing expertise * How to measure ecosystem marketing impact using existing revenue metrics (volume, conversion, velocity) * Three primary ways to track influence: organic mention capture, sales call questions, and correlate analysis * The modern customer journey with partners embedded at every stage: 2x marketing power for 50% of the effort * His framework for choosing the right influencers: analyze engagement quality over follower count * The critical mistakes companies make: focusing on vanity metrics and not reusing content across campaigns * Recommended tech stack: HiveSite, Limelight, Clay for sophisticated influencer intelligence A strategic episode that reveals how to transform your marketing from shouting into the void to having meaningful conversations where your buyers already spend their time—through the voices they already trust. Did you enjoy this episode? 👉 Like, comment and subscribe so you don't miss anything 👉 Share it with your network to help them with their ecosystem marketing strategy 👉 Rate the podcast 5 stars to support Alliances To view the episode on YouTube: https://youtu.be/tqJihERe_aw [https://youtu.be/tqJihERe_aw] Thank you for your support! ▬▬▬▬▬▬▬▬▬▬ Where to find Will: https://www.linkedin.com/in/willtaylorled [https://www.linkedin.com/in/willtaylorled] Where to find Maxime:https://www.linkedin.com/in/maximeimbert-partnerships [https://www.linkedin.com/in/maximeimbert-partnerships] To discover AudienceLed: https://www.audienceled.com [https://www.audienceled.com] ▬▬▬▬▬▬▬▬▬▬ Find a new episode of Alliances every month to get the best techniques for developing your alliances and partnerships. #partnerships #alliances #ecosystemmarketing #B2Bmarketing #GTM #influencermarketing #revenue #business Hosted by Ausha. See ausha.co/privacy-policy [https://ausha.co/privacy-policy] for more information.

Succeed your EMEA GTM as a software vendor

In this new episode of Alliances, I welcome Thomas Dussarat, founder of VivaGTM, a multilingual consulting firm specializing in international go-to-market strategies. Thomas has over 20 years of experience supporting French and international companies in their European expansion. He notably led the development of all Southern Europe at Dataiku, a leader in Data Science and Machine Learning. Speaking French, English, Spanish, and Italian fluently, Thomas masters the cultural and linguistic subtleties essential for success in EMEA. Thanks to his unique expertise in international strategic partnerships and his deep understanding of European markets, I wanted to understand how to transform partnerships into a true growth lever to succeed in EMEA expansion. * In this episode focused on international strategy and partnerships, Thomas shares: * His method for defining the right ICP (Ideal Customer Profile) and analyzing European markets * The importance of the "Target Account" approach vs macro market analysis - How to identify and prioritize the right countries based on G2K account distribution * His strategy for moving from a direct sales model to a strategic partnerships-focused model * The 28 "moments of truth" in the B2B buying journey and why 24 of them involve partners * How to "influence the influencers": his technique for identifying and activating the right partners (GSI, hyperscalers, consultants) * The art of storytelling and transforming every team member into a "salesperson to the power of 10" * Cultural mistakes to avoid and the importance of emotional intelligence * How to structure an international team and recruit the right "champions" * International marketing pitfalls and the importance of localization A strategic episode that reveals the keys to transforming partnerships into an international growth engine and succeeding in EMEA expansion without burning millions of dollars. Did you enjoy this episode? 👉 Like, comment and subscribe so you don't miss anything 👉 Share it with your network to help them with their international expansion 👉 Rate the podcast 5 stars to support us 🎧 Watch us on Youtube: https://youtu.be/INn8NsRWXLk [https://youtu.be/INn8NsRWXLk] ▬▬▬▬▬▬▬▬▬▬ Where to find Thomas: https://www.linkedin.com/in/thomas-dussarat [https://www.linkedin.com/in/thomas-dussarat] Where to find Maxime: https://www.linkedin.com/in/maximeimbert-partnerships [https://www.linkedin.com/in/maximeimbert-partnerships] To discover VivaGTM: https://www.viva-gtm.com [https://www.viva-gtm.com] ▬▬▬▬▬▬▬▬▬▬ Find a new episode of Alliances every month to get the best techniques for developing your alliances and partnerships. ▬▬▬▬▬▬▬▬▬▬ I am Maxime Imbert, Fractional Head of Partnerships, I help B2B SaaS and Fintech build and apply their strategy around partnerships to succeed in their Go-to-Market and generate substantial revenue in the medium term. Building your ecosystem is a tremendous lever to increase your revenue exponentially. I therefore make it my profession to help as many Fintech and B2B SaaS as possible. Evaluate your strategy: https://calendly.com/maxime_imbert/30min [https://calendly.com/maxime_imbert/30min] Hosted by Ausha. See ausha.co/privacy-policy [https://ausha.co/privacy-policy] for more information.

Accelerating market impact through strategic partnerships - Kevin Bessat (OneStock)

In this new season of Alliances, I have the honor to welcome Kevin Bessat, Head of Channel & Partnerships at Onestock. Onestock is an OMS (Order Management System) that revolutionizes inventory management. This profitable and international company, with a strong presence in Europe and the United States, has just raised USD 72 million . Recognized brands like Intersport, Petit Bateau, Bash, and Alain Figaret trust Onestock to optimize their inventory management and facilitate their omnichannel development. Thanks to Kevin's expertise in strategic partnerships in e-commerce and his vision on the impact of these alliances, I wanted to understand how Onestock structured its growth around partnerships. In this episode focused on e-commerce and strategic partnerships, Kevin shares: * Onestock's strategy change: from the direct implementation model to delegation to System Integrators (SI) * His method for working effectively with tech partners * The structuring of the partnerships team: from 1 to 4 Partnership Managers in just 2 years * The impact of the USD 72 million funding round on the partnerships strategy * The specificities of B2B partnerships in the e-commerce and OMS universe * How to succeed a GTM in the USA * His advice for succeeding in alliances * His vision on the future of partnerships in retail and omnichannel A rich episode that explores the behind-the-scenes of a French success story in international e-commerce and reveals winning strategies for developing partnerships in this sector. Did you enjoy this episode? 👉 Like, comment and subscribe so you don't miss anything 👉 Share it with your network to help them with their partnerships 👉 Rate the podcast 5 stars to support me 🎧 To watch the episode on Youtube: https://youtu.be/M4L_FRj_fEo [https://youtu.be/M4L_FRj_fEo] ▬▬▬▬▬▬▬▬▬▬ Where to find Kevin: https://www.linkedin.com/in/kevin-bessat/ [https://www.linkedin.com/in/kevin-bessat/] Where to find Maxime: https://www.linkedin.com/in/maximeimbert-partnerships [https://www.linkedin.com/in/maximeimbert-partnerships] To become an Onestock partner: https://www.onestock-retail.com/fr/devenir-partenaire/ [https://www.onestock-retail.com/fr/devenir-partenaire/] ▬▬▬▬▬▬▬▬▬▬ Find a new episode of Alliances every month to get the best techniques for developing your alliances and partnerships. #partnerships #alliances #ecommerce #retail #revenue #business #GTM ▬▬▬▬▬▬▬▬▬▬ I am Maxime Imbert, Fractional Head of Partnerships, I help B2B SaaS and Fintech build and apply their strategy around partnerships to succeed in their Go-to-Market and generate substantial revenue in the medium term. Building your ecosystem is a tremendous lever to increase your revenue exponentially. I therefore make it my profession to help as many Fintech and B2B SaaS as possible. Evaluate your strategy: https://calendly.com/maxime_imbert/30min [https://calendly.com/maxime_imbert/30min] Hosted by Ausha. See ausha.co/privacy-policy [https://ausha.co/privacy-policy] for more information.