About the speaker

Stephen Farnsworth

Head of Partnerships, Outreach

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 Corporate strategy manager for Precoa.

Podcast description

Often, we release a new product integration, but marketers are stuck with what should they do next, how should they market it. This topic will uncover the GTM strategy and outline the steps to help reap the maximum benefits out of the new product’s integrations.

How should you choose an integration partner?

Integrations should be customer-driven or value-driven? What’s the best approach?

What are the aspects to keep in mind while integrating with another product?

Integration is completed. What’s the GTM for your integration?

How long do these integration partnerships last?

Can integrations be a major revenue channel? Do you have any case studies that you can share with us?

What happens when an SMB integrates with a mid-market or an enterprise product. - How does that dynamic pan out?

Listener Notes

• 1:50 - Career journey of Stephen Farnsworth
• 4:40 - Do you recommend integration as a GTM strategy?
• 5:00 - How to choose an integration partner?
• 8:10 - Expectations of SMBs when looking to integrate with Outreach
• 11:20 - What’s the integrations goals? Revenue or Visibility?
• 14:30 - How to categorize integrations?
• 16:20 - How to plan GTM strategy with integration partners?
• 19:40 - Steps Outreach follow with GTM partners
• 21:50 - Few examples of integrations partnerships of Outreach