The Go-to-Market Cheat Code

National Bestseller Unlock the timeless secrets to building strong business partnerships based on the foundation of trust In The Go-to-Market Cheat Code: The Secret to Unlocking B2B Growth, award-winning entrepreneur Justin Gray and seasoned executive Josh Wagner deliver a research-rich and example-based exploration of why trust and relationships are the true foundation of every thriving business, and how you can build, maintain, and leverage trust in your own business dealings to gain an edge over competitors. This book avoids flash-in-the-pan trends and focuses instead on timeless proven principles that can help you scale your organization to the next level. Backed by a wealth of research and case studies, this book provides all of the practical tools readers need to bridge the gap between theory and practice. Readers will learn about topics including: The “digital mask” and how it has influenced the starting point of trust in any business relationship The perfect enterprise sales cycle and customer journey to get results without rushing through crucial trust-building stages Culture, customers, and context, and how the joining of these three elements creates a perfect business relationship The Go-to-Market Cheat Code: The Secret to Unlocking B2B Growth is a timely, essential read for all executives and founders seeking to understand the importance of trust in business relationships and unlock the secret to stronger, more lucrative business partnerships.

Foreword xi Introduction 1 1 The Digital Mask 7 2 Growth and the Cheat Code 19 3 The Top-Down Necessity 29 4 How to Set Up Your Own Cheat Code 41 5 Customer, Context, and Culture 55 6 Partner Ecosystem Nuts and Bolts 81 7 Co-Marketing 91 8 In the Field 101 9 The Relationship Recipe 117 10 When It All Goes Wrong 127 11 Success and the New Metrics 137 12 When It All Goes Right 149 13 Insights into Successful Partner Programs 165 14 Cash in Time 173 Conclusion 187 Appendix: Supplemental Information 191 Notes 195 Acknowledgments 197 About the Authors 199 Index 201