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1-2-3: Raving Fans become Active Ambassadors

1 Idea, 2 Resources, 3 Tools For This Week.

I asked to be a GTM Partners Ambassador this week.

Fortunately (for me), I was accepted. 

I thought this was such an incredible opportunity and phenomenon (for me to be the one asking) and wanted to explore it further.

As brands, we want a community of supporters evangelizing our brand.

It’s rarer that we’ve built truly raving fans who are yearning to support the movements we are creating.

But this week, I found myself being magnetized to this type of rare breed company: GTM Partners.

Let’s dive into what they’re doing that I love and the Ambassador Program they’ve created.

We hit 500 subscribers this week to The Community  (actually over 550)!!

My cup is overflowing with gratitude for you all.

The Big Idea

Raving Fans become Active Ambassadors

To create a raving fan in B2B I believe you need to go above and beyond in creating value for the people you serve.

There’s both intrinsic and extrinsic value.

In GTM Partners’ case, they’ve created both for me personally.

They’ve provided me with learnings on Go-To-Market that nobody in the industry has by inviting me to their exclusive events (both IRL and digital) and teaching me their frameworks (while answering any questions I have).

They’ve also been more than available to me and RevGenius allowing us to have different leaders in their org write articles for our digital magazine, be a podcast guest, and speaker at RevCon.

In general, they’ve been beyond the moon kind and supportive of everything RevGenius and I do. And, they’ve also done this to seemingly 100s (if not 1000s) of others. 

They’ve also provided me introductions to folks that I could potentially do business with. They’ve spoken kindly about me in a way that makes others want to work with me as well.

I also get a ton of value in being a part of such an elite group of leaders building the future of GTM.

And I hope I’ve given close to that value back to them.

To be sure, when I saw them launch their Ambassador program, I reached out to them to ask to be a part of it. I also saw other mutual connections become part of the first cohort of Ambassadors and had major FOMO as well.

A potent combination for sure.

Still, just because you become an Ambassador doesn’t guarantee you will be active. 

I wanted to share the ‘Perks’ part of GTM Partner’s Ambassador program to show you how they’re thinking about ‘activating’ program members.

‘Perks’ is code for ‘Value’.

Here is the value that their Ambassadors receive:

  • GTM Ambassador badge on LinkedIn - extrinsic value

  • Consideration for speaker slots on digital events - big-time extrinsic value

  • We’ll nominate you for speaking slots at premier industry events - big-time extrinsic value

  • We’ll nominate you for awards - big-time extrinsic value

  • 5 tickets to every roadshow - big-time extrinsic value (exclusive groups invited)

  • Invitations to pre-roadshow networking events - big-time extrinsic value (even more exclusive than just being invited)

  • Monthly GTM/mastermind session with Sangram and Sarah (last Tuesday of every month at 4:30 ET) - big-time extrinsic value

  • You’ll be added to our exclusive customer slack channel. Extrinsic value

  • SWAG - extrinsic value

  • What else? What do you want that we didn’t think of?

What else? 

The intrinsic value of belonging to such an elite group!

When creating an Ambassador or Evangelist program, make it about the members of the program first and foremost, not about your brand.

What ‘Perks’ can you give that folks will actually find valuable?

The best part (see image below)?

My favorite part of GTM Partners’ Ambassador Program - ZERO asks

2 Resources

I. Communities are Replaceable:

My full Keynote Speech for RevCon 2023 2 weeks ago. (watch here)

II. The Convergence of Creators, Community, & Content:

Darryl Prail, CMO, discusses how modern marketers are embracing the creator culture to produce content and community that achieves massive outcomes for less budget and greater outcomes. (watch here)

3 Tools

I. Partnerstack

My favorite affiliate program is at Apollo. They leverage Partnerstack alongside their Community and Customer Advisory Boards to drive significant attributable revenue. (try it)

II. Make

As I start scaling this newsletter I see how critical it is to have technology to help with workflows. Make will help connect to webhooks in different tools to help me move faster. (try it)

III. Apollo

I love all the data technologies equally but want to show support for Apollo.io this week. They have a super easy-to-use and cost-effective data product that they’re adding tons of functionality to do outbound power dialing, sales engagement, measure intent, and more. (try it)

Thanks for reading!

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Until next week,


p.s. What is one important problem you would like community to solve for you?

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  2. Community consulting for your startup or scaleup (reply for rates).

  3. Promote yourself in this newsletter + to my 40k personal following on LinkedIn (reply for rates).

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