In partnership with
Read Time = 3 minutes
For the last two months I've been quietly building something…
Most of the outbound advice I see skips the most important step: figuring out what's actually broken before trying to fix it.
Wrong diagnosis → wrong solution → same results.
So I built a guide around that. It starts with a Pipeline Diagnostic that tells you exactly where your system is breaking down and routes you to the fix.
It's for sellers, founders, and partner leaders who are trying to build more predictable pipeline.
Launching later this month. The waitlist gets a special offer.
Reply to this email and I'll add you.
first outline draft
The Briefing
Stories you should know
Gartner projects 90% of B2B purchases will be handled by AI agents by 2028, representing over $15 trillion in spending.
My take: Your next prospect might not be a VP who needs rapport and a demo. It might be a procurement bot optimizing for price, speed, and data structure. If your product can't be found, evaluated, and compared by a machine, you're not even in the conversation. Forget "how do I build a relationship with my buyer." Start asking "can an AI agent even find me?"
Only 23% of remote-capable Gen Z employees prefer fully remote work, compared to 35% across every older generation
My take: Early in your career, being in the office builds relationships, gets you access to executives, and accelerates learning in ways that are hard to replicate remotely. Those relationships carry with you for the rest of your career. I'm grateful I have the flexibility to work from home now — but I'm just as grateful I was forced into the office early on
Here’s how I use Attio to run my day.
Attio is the AI CRM with conversational AI built directly into your workspace. Every morning, Ask Attio handles my prep:
Surfaces insights from calls and conversations across my entire CRM
Update records and create tasks without manual entry
Answers questions about deals, accounts, and customer signals that used to take hours to find
All in seconds. No searching, no switching tabs, no manual updates.
Ready to scale faster?
The Better Together Story
Most partnership pitches sound exactly the same. "We integrate with your platform. Our customers overlap. Let's explore synergies."
And they all end the same way - sitting in someone's inbox, unopened, forever.
Stop pitching your product and start writing the story around how your partner wins.
I call it the Better Together Story. Here's how to build one.
Know who you're sitting across from.
A business development manager is trying to drive revenue - show them how you help hit a number. A partner marketing manager might care about activations, co-sell pipeline, or integrations adopted. Once you get to the C-suite it’s full strategy - give-to-get scenarios, complex GTM motions, long-term bets.
The person's title doesn't just change how you pitch, it determines what kind of partnership is even possible. A partner manager can greenlight a referral play. But white labeling, embedding, or reselling? That lives at the C-suite. Either way, start at the ground floor. Every conversation is intel. Then work your way up.
What to look for before the first call.
Think of it like scouting a prospect (I love sports analogies, I’m sorry) except you're qualifying a relationship, not a buyer.
Does their ICP overlap with yours? If not, save yourself three months. How long has your contact been there? Six months in, their gonna have an “internal convo”. Three years in, they can pull some strings.
Check their website - do they have a partner page, integration logos, an ecosystem section? That means they speak this language. Nothing there? Not a dealbreaker, but your timeline just tripled.
Package things so it sells without you in the room.
Your best meeting can still die in a Slack channel you'll never see. That’s where the Better Together Story comes into play.
The pitch covers four things: the gap your partner can't fill today, how your product fills it in their language, the financial case for both sides, and the answer to the one objection that's going to come up when their VP asks "why would we do this?" Clear enough that someone who's never heard of you walks away thinking "we should explore this.”
I've attached the real template I use. Steal it.
Sales Tip of the Week
One line - works every time.
try this on your next call
The Best Thing I Heard This Week
There's a lot of doom and gloom around AI replacing jobs right now. Andreessen on Lenny's podcast this week tells the other side of the story.
Throw it on during your commute or workout.
Until next week,
TG
P.S. I reply to all emails