The Ultimate Guide to Driving Revenue with Nearbound Sales - Primer

Sep 22, 2026

Nearbound GTM is presented as the operationalization of product, marketing, sales, success, and partnerships to drive revenue through trusted relationships with target-market influencers. The guide positions sales and partner coordination as measurable, tactical work validated in field practice, not generic content marketing. It outlines how the approach is divided by persona—partnerships and sales roles—introducing onboarding, data analysis, insight sharing, action execution, and ongoing measurement, coaching, and iteration to improve outcomes.

LanguageEnglish

CategoryPresentations

FormatPDF

Pages37

Reading Time13 min

AccessFree to download

Primer

Nearbound GTM and guide purpose

Persona-based structure

Contents

Partnerships Team: Operations

Partnerships Team: Partner Managers (Individual Contributors)

Partnerships Team: Management (Leadership)

Sales Team: Managers (Leadership)

Sales Team: AEs, AMs, BDRs/SDRs (Individual Contributors)

Conclusion

Foreword

By Jill Rowley

The Ultimate Guide to Driving Revenue with Nearbound Sales The tactical steps, processes, and operations for teams, managers, and leadership in sales and partnerships. Authored by Kevin Linehan & Jared Fuller, with contributions from the Sales & Partner Ecosystems. Foreword by Jill Rowley Primer | How This Guide is Structured
Nearbound go-to-market (GTM) is the operationalization of product, marketing, sales, success, and partnerships to drive revenue by working with companies or individuals who already have trust and influence with your target market.
In The Ultimate Guide to Driving Revenue with Nearbound Sales, we’ll focus on sales, operations, and partnerships coordination (Check [nearbound.com](nearbound.com) for the upcoming book and additional resources where we will cover the entirety of the Nearbound GTM motion) .
Our goal with this guide is to provide tactical steps we’ve battle tested in the field. Anything we haven’t experienced directly we’ve sourced from top producers in GTM that we have personally worked with.
We’re not content marketers trying to game keyword search for SEO traffic. We’re sales and partner leaders, quota carriers, and operations geeks. We are tasked with driving revenue, just like you. Nearbound tactics have produced phenomenal results for us and dozens of leaders we’ve worked with.
We’ve divided this guide based on each persona. In both partnershipsand sales, we have sections for individual contributors, teams, and managers as follows:

The full table of contents follows. If you’re short on time, feel free to skip ahead to the chapters applicable to you.
Let’s roll.
—Kevin and Jared | | | --- | --- | | | | | 2 | | Contents 2 Primer 4 Foreword 7 Introduction 10 Partnerships Team: Operations 10 PHASE 1: Onboard Partners 11 PHASE 2: Dig Into the Data 11 PHASE 3: Share the Insights 12 PHASE 4: Take Action 13 PHASE 5: Measure, Coach, Iterate 14 Partnerships Team: Partner Managers (Individual Contributors) 14 PHASE 1: Onboard Partners 15 PHASE 2: Dig Into the Data 17 PHASE 3: Share the Insights 19 PHASE 4: Take Action 20 PHASE 5: Measure, Coach, Iterate 22 Partnerships Team: Management (Leadership) 22 PHASE 1: Onboard Partners 23 PHASE 2: Dig Into the Data 24 PHASE 3: Share the Insights 25 PHASE 4: Take Action 26 PHASE 5: Measure, Coach, Iterate 27 Sales Team: Managers (Leadership) 27 PHASES 1 AND 2 28 PHASE 3: Share the Insights 29 PHASE 4: Take Action 30 PHASE 5: Measure, Coach, Iterate 32 Sales Team: AEs, AMs, BDRs/SDRs (Individual Contributors) 32 PHASE 3: Share the Insights 34 PHASE 4: Take Action 35 PHASE 5: Measure, Coach, Iterate 37 Conclusion 3 Foreword By Jill Rowley “You continue to be the only person I’ve ever heard of who sold 40% of the revenue in the history of a company with more than $100M in ARR.” That was the general counsel at Eloqua. We had a good relationship, and he was blown away by the success I was having selling marketing automation into a market that barely knew what to do with it yet. My success was not accidental. I had stumbled into something that, atthe time, didn’t have a name, process, or any tech to support and scale it. I stumbled into the power of Nearbound Sales. Nearbound Sales is about trust, influence, and value. It’s about surrounding the buyer with the people who influence them — partners, analysts, subject matter experts, people who have been where your buyers want to go. I had a hard job At the time, the majority of CMOs were brand marketers doing PR. I was selling marketing automation software into a market when few knew what it was. Demand generation was nascent and marketing ops wasn’t yet a function. A massive transformation was needed. Here was this powerful technology that few knew how to implement, and had little incentive internally to do so. Marketing was measured on lead count; not quality. I couldn’t do it alone One o

FAQs

What is Nearbound GTM according to the guide?

Nearbound GTM is the operationalization of product, marketing, sales, success, and partnerships to drive revenue by working with companies or individuals who already have trust and influence with your target market.

How is the guide structured to support different readers?

The guide is divided by persona, with sections for individual contributors, teams, and managers across partnerships and sales, so readers can focus on the chapters applicable to them.

What core phases are used for onboarding partners and improving execution?

Across roles, the guide repeatedly cycles through five phases: onboard partners, dig into the data, share the insights, take action, and then measure, coach, and iterate.

Sep 22, 2026

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