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Traditional go-to-market is broken.
Sounds harsh, but you can't deny it's true. Email open rates are plummeting. Cold calls get ignored. LinkedIn InMails feel spammy. And don't even get us started on the skyrocketing cost of digital ads (that nobody clicks on anymore).
The numbers don't lie: the way we've been marketing and selling for decades just isn't cutting it anymore. Customers don't want to be sold to. People want to use their relationships and network to learn and decide what products they should be. They want to trust the brands they buy from. Basically, they want what we call “Go-to-Network” – an evolution of traditional go-to-market strategies that’s all about building, engaging, and activating networks around you and your business to drive growth.
At Commsor, we don't just talk about Go-to-Network—we live it. Over time, we've evolved our approach into a three-part flywheel that creates compounding growth through authentic network activation.
From framework to flywheel: The evolution of our thinking
We've been preaching the power of networks for years. Our original "Create and Activate Your Network" has shifted sales leaders' sights from cold outreach to connection mapping and relationship-driven growth.
But here's what we learned: growth isn't linear. It's cyclical.
The most successful companies don't just create networks—they build flywheels. Each interaction feeds the next. Every relationship becomes a multiplier. Each successful connection makes the whole system spin faster.
That's why we've created the Go-to-Network Flywheel: Engage, Connect, and Amplify—three interconnected stages that feed into each other, creating momentum that builds on itself.
The three stages of network-powered growth
Engage: People, not companies
Probably goes without saying, but we're saying it again: people don't buy from brands. They buy from people.
The Engage stage is where you identify and build authentic relationships with the right people in your network. Not accounts, not brands. People.
What this looks like in practice:
- Engaging thoughtfully on LinkedIn (not just liking posts, but adding real value in comments)
- Inviting interesting people for a virtual hang-out or coffee—no agenda, just genuine curiosity
- Accepting podcast invitations to share your expertise
- Making valuable introductions between people in your network
- Sharing insights and resources that help others succeed
The key word here is authentic. You’re not networking to sell—you’re building relationships because you genuinely care about the success of people in your industry. You’re not just casting a wide net; you’re prioritizing going deep with the right people. Quality over quantity, every time.
Connect: Turn relationships into revenue
Here's what most people get wrong about network-driven growth: they think it's all about relationships and forget about revenue.
Wrong.
The Connect stage is where you turn all those authentic relationships into actual business outcomes. But here's the key—you’re not selling. You’re connecting.
How to turn relationships into revenue in the Connect stage:
- Reaching out to buyers at exactly the right moment (because your network tells you when they're looking)
- Getting warm introductions instead of sending cold emails
- Connecting prospects with existing customers who can share their experience
- Leveraging partnerships to co-sell and co-market
- Using customer success stories to accelerate deals
The beauty of the Connect stage is that by the time you’re having sales conversations, trust has already been established. The prospect isn't talking to a stranger—they're talking to someone who was recommended by a mutual connection.
This is why network-driven deals close faster, at higher rates, with less friction.
Amplify: Turn one connection into ten
Here's where the magic happens. The relationships you build in the Engage stage don't just sit there. Once you connect those relationships to solutions, they become amplifiers.
Think about it: when someone trusts you, they're willing to make introductions. When they see value in what you do, they'll refer you to opportunities. When they believe in your mission, they become strong advocates – even if you don't ask them to.
How to amplify your network:
- Asking for introductions (but only after you’ve provided value first)
- Building referral systems that make it easy for customers to refer others
- Creating content that your network wants to share
- Empowering your community to become thought leaders in their own right
- Shouting out customers who are doing great work with your product
The best part? Amplification isn't just about growing your network—it's about making your company’s entire network more valuable. When you connect two people who end up working together, you've strengthened your relationship with both. (Plus, it's always cool to bring people together.)
The Flywheel changes everything
Traditional sales and marketing is linear. You spend money on ads, generate leads, qualify prospects, and close deals. Then you start over.
The Go-to-Network Flywheel is different. Each stage feeds the others. The result? A holistic, ever-cycling process ensuring fresh leads and stronger relationships:
Engage → Connect: The better you engage with your network, the more willing they are to open conversations and connect with your brand.
Connect → Amplify: The more positive impact that your brand has on its network, the more willing they are to recommend you to others.
Amplify → Engage: The more your network amplifies, the more warm connections and qualified opportunities come your way.
The best part? It gets easier over time. As your flywheel gains momentum, each rotation requires less effort while generating more results.
Your first customer introduction might take months of relationship building. Your hundredth happens without you lifting a finger because someone in your network proactively makes the connection.
After years of using the Go-to-Network Flywheel, we can tell you the results speak for themselves:
- Higher conversion rates: Network-referred prospects convert at 3-5x the rate of cold outbound because they arrive pre-qualified and pre-warmed.
- Lower acquisition costs: As your network grows, your cost per acquisition decreases. Referrals are essentially free, and warm introductions require minimal sales effort.
- Shorter sales cycles: When trust is transferred through the network, deals move faster. Less time spent on cold outreach and building credibility means more time focusing on fit and value.
- Better customer lifetime value: Customers who come through network connections tend to be better fits, stay longer, and refer more business.
- Sustainable competitive advantage: Competitors can copy your product, your pricing, even your marketing. They can't copy your relationships.
The metrics that actually matter
Traditional sales metrics don't capture the full value of Go-to-Network. Stuck on what to look at instead? Here's what we track:
Network Health:
- Relationship depth and engagement frequency
- Network growth rate (quality over quantity)
- Value provided to network members - Are you giving more than you get?
- Amplification rates from existing connections
Flywheel Momentum:
- Percentage of opportunities from network referrals
- Time from introduction to qualified opportunity
- Conversion rates by referral source
- Network-attributed revenue growth
- Deals influenced by your network
Long-term Value:
- Customer lifetime value by acquisition channel
- Referral generation from existing customers
- Network member advocacy development
- Competitive win rates on network-sourced deals
Getting started: The first turn of the flywheel
Have I convinced you to give the Go-to-Network Flywheel a try yet? Every flywheel needs an initial push to get started. The good news is we've got a simple starter guide right here.
1. Audit your existing network: Map out your current relationships across customers, partners, industry connections, and personal network
2. Start engaging authentically: Choose one platform (we recommend LinkedIn) and commit to daily, genuine engagement
3. Provide value first: Look for solutions to help others before asking for anything in return. Maybe connect a prospect to your product as the solution, or direct them to the right resource.
4. Create amplification systems: Make it easy for people to refer opportunities and recognize those who do
5. Track and iterate: Measure what matters and continuously refine your approach
Remember: the goal isn't to build the biggest network. It's to build the most engaged, most valuable network.
The future is the flywheel
Companies that continue relying on traditional go-to-market strategies will find themselves fighting harder for smaller returns. Those that embrace Go-to-Network will build sustainable competitive advantages that compound over time.
The Go-to-Network Flywheel isn't just how we grow at Commsor. It's how we believe every company should approach growth in the modern market. Your network is waiting. The question is: when will you activate it?
