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You've found your overlaps — now what?

Now that Crossbeam has revealed the data you need, here's what you do next to make it actionable and get value.

Matt Nicosia avatar
Written by Matt Nicosia
Updated over a week ago

So you've onboarded your company, are sharing and receiving data from your partners, and have identified a strategic overlap between the two of you — what do you do now to take action with this information in hand?

Compare your data in Crossbeam.

To begin, you should identify what kind of data you're comparing to understand what the output will be — the chart below from our blog post on account mapping is a great place to start:

Let's say you're a partner manager that oversees software integrations and go-to-market activities between your product and your partners. Using Crossbeam, you now have a list of accounts that are already your partner's customers, but are still just prospects of yours. Your goal is to source as many deals as you can from these prospects using information and leverage from your partner and the existing integration. In order to do this, you've decided you want to have a human-led sales approach for the top 10% of accounts in this overlap and run co-marketing campaigns through an automated marketing platform (an ABM or ESP tool, for example) for the remaining accounts.

Take action on your results.

First, you'll want to export that list (here's a how-to) so you can act on it. Then, you'll want to get that information into the hands of the right people, or uploaded into the right tools. In this example, you have top accounts that you want to use an outbound sales approach towards. Using the information from your partners revealed by Crossbeam, you can immediately know who the account managers are on both sides of the aisle. You'll then connect your reps with theirs and set up meetings, and together they can begin planning their combined outreach plan for each prospect. You can even push this data back into Salesforce, allowing your reps to take action without leaving the tool they spend most of their time in - plus, it helps attribute that deal back to your partner program.

For the remaining accounts that you want to run co-marketing campaigns to, you can upload a list of accounts and/or emails into most marketing platforms and create content with specific messaging about the shared integration between your partner and you — for example, "Bob's Bakery reduced their cost of paper receipts 30% by using this integration between Dunder Mifflin and Michael Scott Paper Company". Or, you could use the emails provided by your partner to run direct email campaigns.

Return the favor.

And guess what? Using Crossbeam, you can run the same exercise in the other direction, proactively finding which of your existing customers are your partner's prospects and getting them connected, helping to strengthen the partnership between you.

These are just a couple examples of how we've already seen customers use the data Crossbeam is able to reveal, but there are many more possibilities out there — we're happy to help you brainstorm this step, just email us at or send us a chat in the app.

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