28. Fixing the Partner Disconnect with John Golden (Pipeliner CRM)

The theme of our 28th podcast episode is Fixing the Partner Disconnect: How to Align Partners with Your Go-to-Market Strategy.

Joining our host Jeremy Balius to discuss all things partner GTM strategy is John Golden from Pipeliner CRM.

Summary

In this episode of Go-to-Market Playmakers, John Golden, Chief Strategy & Marketing Officer at Pipeliner CRM, joins us to tackle one of the most overlooked challenges in B2B GTM strategy: the partner disconnect.

Drawing on decades of executive experience across global sales organizations and his leadership at SPIN Selling and Pipeliner, John shares why most partner programs fail and what great companies do to fix them. From the common trap of treating partner recruitment as the finish line to the necessity of treating partners like a true extension of your sales team, this conversation is packed with actionable insights.

John also reveals how Pipeliner CRM’s unique sales-first, partner-enabled philosophy empowers reps and partners alike. He explains why traditional CRMs fall short in supporting co-selling motions, and how Pipeliner is using AI and intelligent agents to simplify complexity, reduce admin friction, and enable faster, smarter selling.

Whether you’re leading a channel program, building a partner ecosystem, or choosing the right CRM for growth, this episode offers valuable guidance you won’t want to miss.

About John Golden

John Golden is the Chief Strategy & Marketing Officer at Pipeliner CRM, a next-generation sales enablement platform. A globally recognized sales and marketing strategist, he’s the bestselling author of Winning the Battle for Sales and Social Upheaval, and host of Sales POP!, a top 2% global podcast with over 1,500 interviews. John is a former CEO of Huthwaite (creators of SPIN Selling) and Omega Performance, and brings decades of hands-on experience helping B2B tech companies scale through intentional go-to-market strategies, sales enablement, and customer-centric growth systems.

Connect with John Golden on LinkedIn.

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Go-to-Market Playmakers is where B2B Tech and SaaS founders, leaders, and industry playmakers share the strategies that drive real results. Join host Jeremy Balius for winning GTM strategies from the industry’s best.

Each episode unpacks the moves, insights, and lessons from industry playmakers who’ve successfully navigated the complexities of taking products and services to market.

Whether you’re scaling a SaaS company, refining your revenue strategy, or leading a GTM motion, this podcast delivers actionable insights, real-world experiences, and proven frameworks to accelerate your success.

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