The Sales Technology Podcast · David Dulany

Nearbound: The Partner-Led Growth Plan with Jared Fuller

·40 min

The episode opens with an introduction to Jared Fuller, Reveal's Chief Partnership Officer and author of Nearbound. The hosts quickly turn to the relationship between sales and partnerships, and Jared argues those two worlds should stop fighting and start winning together. The conversation also touches on Hayek and on the idea that markets are shaped by how people actually act and interact, not just by internal company priorities. That framing leads into a sharper point about the Chief Market Officer mindset. The host keeps pressing on what this means in practice for real sales teams. The discussion lands on the fact that buyers have become more skeptical. Jared connects that skepticism to overused SaaS outreach and to a wider political climate of mistrust. He says people have pulled back into networks of trust. The practical implication is that sellers need to identify those networks instead of forcing their own agenda. The host picks up on the diminishing returns of the old model. He brings up the annoyance of repetitive mass email and the damage it does to credibility. Jared uses that example to show how badly some SDR behavior can burn brand trust. From there, the episode shifts into tactical territory. Jared suggests starting with a target account list and doing actual research. He points to segment, region, company size, and persona as useful filters. He also recommends following an email just to learn from it. He says a DM can be for learning too. The tone stays practical and blunt throughout. Rather than glorifying outreach volume, the episode keeps coming back to observation, fit, and working the market. The closing stretch ties the whole thing together around leadership and doing the work before telling others what to do.

As heard by us

Partner-led selling works best when it follows the market's trust network.

Jared Fuller, Reveal's Chief Partnership Officer and author of Nearbound, argues that sales tends to work better when it starts with trust that already exists in the market.

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Why you'd press play

Follow the trust network instead of blasting colder and colder emails.

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