The J. David Group

Why Ecosystems Are Worth Rewriting Your Go To Market Playbook–Immediately

To say Jill Rowley has vision, which, by one definition, is the ability to think about or plan the future with imagination or wisdom, is an understatement.First, early on her career, she saw sales as an avenue to control her own income and destiny. Second, she saw that would be a great place to launch her sales career when it was just a little-known start-up. Third, she chose to join Eloqua in its infancy (Jill was employee #13) because she saw the power of marketing automation before most did. Then, she saw “social selling” as a powerful go-to-market strategy well before social selling was part of the lexicon. That’s vision.  

So, what does she see next?  Ecosystems. She sees ecosystems as the next big shift in the way SaaS companies will win, and playbooks should start to include them–immediately.  True, many companies use partnerships as part of their go-to-market strategy, but few look at prospective partnerships as part of an ecosystem to authentically delight and over deliver value for their customers.  

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