How Pigment Increased Win Rates 5-10% with an ELG Overlay and Crossbeam

Meet Pigment, the modern business planning platform redefining collaboration between Finance, Sales, and Revenue teams.

In January 2023, Pigment launched its formal partner program. Just one year later, the results speak for themselves:

• Partner-attached deals had a 5–10% higher win rate than deals without partners
  
• 16% of new logo revenue was partner-sourced in their first year
  
• 80% of closed-wone deployment deals had a partner involved
  
• A 33% increase in partners attached to co-sell deals after implementing Crossbeam

We sat down with Wendy Wen, Global Partner Operations at Pigment, to learn how they operationalized Ecosystem-Led Growth (ELG) across their go-to-market teams—and why Crossbeam was a critical part of their strategy from day one.

“Ecosystem-Led” ≠ “Partnerships Only”

Pigment’s team doesn’t see ELG as a replacement for outbound or inbound—it’s an overlay.

“We’re not eliminating other channels—we’re expanding the revenue mix,” says Wendy. “Partnerships are now a core part of our inbound, outbound, and ecosystem motion.”

By integrating partner data and plays across RevOps, Sales, Marketing, and Customer Success, Pigment turned ELG into a daily rhythm of business. And Crossbeam became the operating system that made it possible.

Why Crossbeam

Pigment needed a platform that could:

1. Replace messy, manual partner spreadsheets
   
2. Eliminate channel conflict
   
3. Enable scalable data-sharing with partners
   

“We evaluated Crossbeam and other tools. Crossbeam stood out for its usability, clean UI, and how easy it was to get partners on board,” says Wendy. “If we were going to require partners to use it, we needed something they’d actually want to use.”

ELG in Practice: PartnerOps at the Core

Pigment’s PartnerOps function reports into RevOps and works cross-functionally with MarketingOps, CSOps, and Business Systems. This central visibility allows Wendy’s team to drive tight alignment on data standards, attribution, and ecosystem workflows across the business.

“I have a direct line to our Head of RevOps and our Head of Partnerships,” she explains. “That structure gives us the visibility we need to keep all of our Salesforce processes clean and partner-influenced deals clearly attributed.”

Onboarding Consultant and SI Partners with Crossbeam

Many of Pigment’s key partnerships are with consultants and system integrators (SIs)—traditionally harder to onboard onto tools like Crossbeam due to CRM limitations. Wendy’s team solved this by:

• Allowing offline account mapping for partners without CRM connections
  
• Prioritizing connected partners for co-sell and implementation opportunities
  
• Sharing actionable insights (from G2, ZoomInfo, and Crossbeam overlap data) in biweekly emails
  
• Maintaining high-touch engagement through biweekly partner syncs
  

Using Crossbeam to Power Inbound, Outbound, and ELG

Pigment’s Growth team fuels a full-funnel motion with Crossbeam at the center:

1. Pull inbound intent signals from G2 and web visits
   
2. Use Crossbeam to identify partner overlaps
   
3. Deliver insights to partners to trigger outbound activity
   
4. Route partner-sourced opps back into Crossbeam for tracking
   

“Let’s say someone visits our G2 page five times,” Wendy says. “We look up the partner overlap in Crossbeam and alert the partner. Then they can reach out and register the opportunity. Our partners love the insights—and it helps us close deals faster.”

Empowering Sales and Marketing with Ecosystem Data

Sales:
Pigment integrated Crossbeam into Slack and Salesforce to give AEs and BDRs real-time partner context. A “Request an Intro” workflow helps reps coordinate with Partner Managers (PMs) directly in Slack.

“It’s intuitive. BDRs and AEs can ask for intros, and PMs can triage based on deal context and partner history,” says Wendy. “It’s especially powerful with our tech partners.”

Marketing:
Pigment’s field marketing team uses Crossbeam to plan co-marketed events based on partner overlap by geo, segment, and industry. These overlaps also inform target account lists for both events and Sales follow-up.

The Results

Since implementing Crossbeam and building an ELG motion, Pigment has seen:

• Partner-attached deals had a 5–10% higher win rate than deals without partners
  
• 16% of new logo revenue was partner-sourced in their first year
  
• 80% of closed-wone deployment deals had a partner involved
  
• A 33% increase in partners attached to co-sell deals after implementing Crossbeam

Wendy’s Advice for Teams Getting Started with ELG in Crossbeam

• Make it a requirement. “We include Crossbeam in every partner onboarding. It’s not optional—it’s how we scale together.”
  
• Make it easy. “It’s just like sharing a spreadsheet, but automated and secure. Partners get it right away.”
  
• Show them the value. “Demonstrate how Crossbeam will save them time and open new opportunities.”
  

Want to replicate Pigment’s results? Learn how Crossbeam helps PartnerOps leaders like Wendy Wen turn ecosystem plays into repeatable revenue.