EP#53 Revisiting Trust, Nearbound and Influence the new Currency

J McCabe & J Lennon  /  March 3, 2026

we revisited Nearbound and broke down why influenced revenue is the real future of the channel. Nearbound is not a marketing play. It is not account mapping. It is not a one-time campaign. It is a behavior system built on trust.

In this episode, Jeff and John break down:

• Why influenced revenue is becoming more powerful than sourced revenue

• How trust is measurable through actions and attribution 

• The importance of defining one trust behavior per quarter

• Why education and enablement matter more than immediate deal pressure 

• The discipline required to build patience into your channel motion

If you are building a channel program from scratch, this conversation is critical.