Run - Scaling GTN

Goal: Embed GTN into your overall strategy and iterate on it regularly

Once your team is invested in both network creation and activation, you’ll be able to embed GTN into your overall strategy and start to really create long-term value. You’ll also be able to layer in experimentation and iteration to continually test and improve both sides of your GTN strategy.

Double down on network creation

You’ve likely started various network creation activities at this point. A mix of events, community, content, and partnerships. Look at which of these activities are working best for you and invest in taking them to the next level.

Hire headcount to focus

Not every network creation test will work for your business or your market. But for those that have shown promise, consider hiring full time headcount to scale them into their own full strategies and programs. Customer Marketing, Community Manager, or Partnership Manager are three roles you might look to start with.

Turn your SDRs into NDRs

As your sellers see initial success with GTN plays, consider turning some (or all) of your SDRs into NDRs - Network Development Reps. NDRs sit between sales and marketing, focusing on leveraging signals and data to sell to the right buyers at the right time, while finding ways to bring the rest of your market into your network. They’re a blend of network creation and activation.

Learn more with our full 40 page NDR Playbook.

Drive more network activation

Create a formal referral program

Some people in your network will make intros organically, others will make intros if you ask. But a third group will only make intros if you offer them some form of incentive.

Building out a formal referral program with the right incentives can be a great way to passively activate your network on an ongoing basis. Embed referral reminders in your product, in your follow up emails, and in your CS process to continually remind your customers and partners that they should be referring you new business.

Invest in Network Intelligence

At scale it becomes hard to be proactive with intro requests across your team and growing network. Implementing a tool like Commsor can help automatically map out your network while identifying relevant intro opportunities and surfacing them to your team.

TIP: Scaling GTN will vary from business to business. Make sure you foster a culture of experimentation and testing so you’re always finding new ways to create and activate networks. Consider designating a person (or small team) as a GTN steering committee.

Curious on going from crawling to running with GTN? Learn more about how Commsor can help you.