Overlapping traction
Prove the two customer bases already intersect, with a real percentage, before asking for anything.
Crossbeam's ecosystem-led growth research shows overlap data is the single most requested number in first BD calls; expect the reader to pause here longer than other slides.
- A specific overlap percentage between your users and their base
- How you measured it: self-reported, API, co-marketing list match
- One data point on account density, not just headcount
- Total addressable market slides
- Overlap estimates without a measurement method
- The overlap number has no source or method attached
- Overlap is inferred from category size, not actual account matching
- Rounding an estimate up to look more impressive
- Confusing 'aware of' with 'actively using'
- · Can you explain in one sentence how you got this percentage?
- · Would the number survive the partner running their own match?
[X]% of our [segment] customers already use [partner product], measured via [method].
"A ton of our users are already on Slack, so there's a big overlap opportunity to unlock."
"41% of Nimbus Payroll's active accounts run their team communication on Slack, measured by matching billing domains against Slack's public workspace directory."
41% is specific and the measurement method is named, which is what a BD reader checks first.
Quick quiz
1. What makes an overlap number credible to a partner?
- ○ A round number like 'a ton' or 'most'
- ✓ A specific percentage with a stated measurement method
- ○ Comparing total market sizes
- ○ Citing a press release about the category
Partners re-check overlap claims against their own data, so the method has to be defensible.
2. 41% of Nimbus accounts run communication on Slack. What should accompany this number?
- ○ Nothing, the number speaks for itself
- ✓ How the match was measured (e.g., billing domain match)
- ○ A comparison to a competitor's overlap
- ○ A projection five years out
Method builds trust and lets the partner verify the claim quickly.