B2B GROWTH DOESN'T END AT CLOSED-WON

Summary from the TLDR Marketing newsletter

Closed-won only grants access to a solution, not evidence that it's working, and B2B growth increasingly depends on generating that evidence fast. The strongest post-sale strategies identify the first meaningful outcome during the sales process itself and carry it directly into implementation, since confidence built in the first 30, 60, and 90 days shapes both renewal and expansion later. AWS' newer partner program illustrates the shift at a bigger-company scale, tying partner funding to documented customer outcomes rather than to the initial deal alone.