Go-to-Market strategy for your product’s API integration

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Stephen is the lead product marketing manager and partnerships head at Outreach. He is Sales Hacker’s “50 Must-Know Heavy Hitters in Sales & Marketing”. Previous to Outreach, he worked as a corporate strategy manager for Precoa.

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Time-Stamped Show Notes:

[04:53] Do you have a framework on how you choose an integration partner?

[11:31] Do you work on the revenue numbers that you generate from these equations or visibility?  

[14:28] Do you have separate teams that work on these Revenue Integrations and Visibility Integrations or is it the same team that works on them as well?

[16:35] What would be your advice and how do we look at this particular strategy attitude?  

[19:46] What are the steps that you as Outreach do with GTM plans with the partners?

In-Short:

Question: Do you have a framework on how you choose an integration partner? 

Stephen: I’ll say my answer is probably very different depending on the situation. I think you need to go with your eyes wide open as you’re looking at just who you integrate with in the first place. Like I think every single partner that you could potentially choose from or you’re going to invest in is going to have a very different level of how much they’ll support you and that so for us. 

Question: Do you work on the revenue numbers that you generate from these equations or visibility?

Stephen: I would say first of all it’s every single one is going to be different. I think the point is to understand the gold going in. Like they’re going to be Integrations you say this is going to be varied Revenue driven for us like this. This Microsoft Dynamics release we’re doing like we saw a market enough of a market that says we really want to move towards winning some Dynamics customers. So there is like a revenue goal attached to us doing that in the first place. 

Question: Do you have separate teams that work on these Revenue Integrations and Visibility Integrations or is it the same team that works on them as well?

Stephen: We have a team that focuses heavily on just the kind of extending the platform PIR or API.

Question: What would be your advice and how do we look at this particular strategy attitude? 

Stephen: It may not be something that’s public but you should be sure that in the background internally. There is a company that’s the company that you’re reintegrated into its kind of looks at you and levels. Out against other partners in general and I would advise that if you don’t have this you understand what it is that matters to you from a partner standpoint and then have an essentially a template of what you would do for each level of partner. 

Question: What are the steps that you as Outreach do with GTM plans with the partners?

Stephen: I would say that we’re not anything special. Like I would say that we found very descriptive a lot of others do and that can be as simple as we probably aren’t going to do a lot of the again the lift on are for a lot of smaller integrations. But you can imagine things like a blog post, social post, customer email newsletter inclusions. 

We are available on Apple Podcasts, Spotify, and Google Podcasts. Subscribe to our channel for your daily dose of quality learnings and insights into the world of sales and marketing.