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How to Effectively Use Account Mapping Tools for Partnerships

Are you ready to supercharge your program with account mapping tools for partnerships? In this guide, we'll walk you through the steps to deploy these tools effectively, highlighting the seamless integration between Crossbeam and Impartner.

Based on our MasterClass discussion with Crossbeam, you'll learn actionable tips, best practices, and industry insights to effectively leverage these tools to better connect with your partners and potential customers. Let's get started!

What are account mapping tools?

Account mapping tools are invaluable in the realm of partnerships. These sophisticated software solutions, exemplified by platforms like Crossbeam, empower you to navigate the complex landscape of shared accounts and mutual customers effectively.

At their core, account mapping tools allow you to identify and visualize overlapping accounts between partnering organizations. By automating data synchronization and providing intuitive interfaces, these tools simplify the arduous task of account mapping that, in the past, often involved laborious manual work and cumbersome spreadsheets. They streamline the process of discovering those intersections where both parties stand to gain from shared opportunities.

Account mapping tools serve as a digital compass, guiding you and your teams through the often intricate web of partnerships. With account mapping tools, the impact extends far beyond mere convenience. These tools are instrumental in driving growth and fostering collaboration within your partner ecosystem. They provide a centralized repository for shared account insights, helping you and your partners align strategies and tailor value propositions more precisely.

Furthermore, the ability to track deals and measure attribution within these tools when integrated with a PRM like Impartner offers vital insights into the effectiveness of your partnerships. In essence, account mapping tools enable businesses to leverage their collective strengths, identify untapped opportunities, and pave the way for sustainable growth and success.

Benefits of account mapping tools

Account mapping tools offer a multitude of benefits for businesses, including:

  • Discover shared opportunities: These tools streamline the process of identifying overlapping accounts and mutual customers with your partners. Instead of relying on time-consuming manual efforts, account mapping tools automatically synchronize data.
  • Enhanced collaboration: By providing a centralized platform for partners to access shared account insights, these tools foster stronger collaboration across your ecosystem.
  • Data-driven decision-making: Account mapping tools offer data analytics and reporting capabilities that empower you with valuable insights into the performance of your partnerships, helping you make informed decisions, allocate resources more efficiently, and optimize strategies for maximum impact.
  • Time savings: Automation within these tools eliminates the need for manual data entry and cross-referencing, saving your teams considerable time and effort. This efficiency allows you to focus on high-value tasks like nurturing relationships and expanding partnerships.
  • Improved deal tracking and attribution: Account mapping tools enable more precise tracking of deals and their attribution to partners. This transparency is crucial for rewarding your partners for their contributions and building trust within your ecosystem.
  • Scalability: As businesses grow and forge more partnerships, account mapping tools scale effortlessly. They can handle larger datasets and accommodate the intricacies of your expanding networks.

How to use account mapping tools for partnerships

We cover steps for setting up account mapping tools for partnerships below, but you can also watch the full webinar for our in-depth discussion!

1. Leverage the Crossbeam and Impartner integration

Let's start by delving into the dynamic partnership between Crossbeam and Impartner. Our innovative integration seamlessly combines Impartner's powerful partner relationship management (PRM) capabilities with Crossbeam's invaluable data insights. Crossbeam is designed to make the process of identifying mutual accounts a breeze.

The result? A comprehensive and panoramic view of your partner networks, unlocking hidden opportunities and fostering robust collaboration among stakeholders.

2. Sync your data for effortless account mapping

Before you embark on your account mapping journey, it's essential to prepare your CRM data. Both Impartner and Crossbeam offer seamless integration with leading CRMs like Salesforce and HubSpot. For smaller companies, even CSV files are a viable option.

Once your CRM data is synched with Crossbeam, the platform finds overlapping accounts, mutual customers, and shared prospects with remarkable ease. Central to your partnership, the Crossbeam Matrix serves as a digital workspace where you can explore all your mutual opportunities. Think of it as the command center, diligently monitored by partnership managers like you. It's here that partnerships take shape and opportunities are explored.

3. Tap into the power of a vast network

Crossbeam distinguishes itself with an extensive network, boasting thousands of companies actively engaged in various industries. The beauty of this ecosystem lies in its inherent strength—every new partner invited adds another layer of depth and potential to your collaboration endeavors.

This dynamic network isn't just about quantity; it's about the quality of interactions and the wealth of insights that arise from this vibrant ecosystem. The more partners you engage, the more streamlined your path to success becomes, fueled by the collective intelligence and innovation of your partners across the Crossbeam network.

4. Leverage ecosystem-led growth

Ecosystem-led growth (ELG) is the well-kept secret behind partnership success. This approach revolves around leveraging your ecosystem first for sales—your partners, connections, and shared accounts. It's a departure from outdated sales playbooks, heralding a new era of efficient partner-first sales and collaborative efforts.

To unlock ELG's potential, you'll need actionable strategies such as ecosystem-led marketing and sales. Impartner and Crossbeam simplify the process of co-selling and elevating collaboration to new heights. The overarching goal is to make workflows smoother and more efficient between you and your partners.

5. Track deals and attribution accurately

Tracking deals has never been more straightforward. Crossbeam allows you to tie co-selling conversations back to your CRM, such as Salesforce. Say goodbye to sifting through emails or scouring Slack threads; everything is neatly organized for easy reference.

Last, but certainly not least, Impartner's integration with Crossbeam simplifies the process of deal registration for overlapping accounts. Bid farewell to manual, one-by-one entries; now, you can efficiently register multiple deals with ease, enhancing efficiency and accuracy in the process.

Get started with account mapping

You're well-prepared to embark on your journey to partnership success, leveraging the full potential of account mapping tools within partnerships, seamlessly powered by Crossbeam and Impartner!

Impartner is the fastest-growing, most award-winning channel management solution provider on the market. Our partner relationship management (PRM) and through channel marketing automation (TCMA) solutions help companies accelerate revenue and profitability through their indirect sales channels at every partner lifecycle touchpoint. From partner training and certifications to communications, business planning, and performance compliance, Impartner handles it all and more with best practices and automation built-in.

Need to accelerate your partnerships? We’re ready when you are.

About the Author

Trevor Burnett is the Head of Product Marketing at Impartner. Burnett has over 15 years of experience in the partnerships space. Over the years, he has built both technical and business acumen as he's done everything from building partner portals himself to strategizing how to solve partnership problems through technology with hundreds of companies. He's also the host of Impartner's popular MasterClass series, in which he talks about the latest trends and tech in ecosystems.

Profile Photo of Trevor Burnett