Go to Network Playbook: Leveraging Referrals to Win More Deals, Feat. Scott Leese

Cold calls are being screened. Emails are being filtered to oblivion. LinkedIn requests are being ignored.

You might be asking yourself, “How the heck are we supposed to reach our buyers now?”

Building trust-based connections might just be the lifeline your pipeline needs. 

Enter Go to Network—a strategy that flips traditional outreach on its head by using peer-to-peer relationships to create and advance opportunities.

In a recent Mixology episode, Heath Barnett sat down with sales expert Scott Leese to unpack the Go to Network playbook. 

Scott shares actionable steps, highlights common pitfalls, and explains why this approach isn’t just for big-ticket enterprise deals.

What is go-to-network?

Go to Network (GTN)  leverages peer-to-peer introductions to build pipeline without the friction of cold outreach. As Scott puts it:

“You’re utilizing relationships to break into new opportunities or nudge existing ones along. It’s less intimidating for sellers and less annoying for buyers.”

This strategy taps into trust—referrals carry inherent credibility, resulting in faster sales cycles, higher deal values, and longer customer lifespans.

Why go-to-network is gaining traction

Let’s face it: the old ways of selling aren’t working like they used to. Scott explains why:

• Cold calls: Declining pick-up rates and growing mistrust around unknown numbers.
• Emails: Overloaded inboxes mean ghosting has become normalized.
• Human behavior: Buyers are more defensive and selective about who they engage with.

Instead, go to network capitalizes on human connections, a timeless constant in sales. “It’s how deals have been done at the highest level since the beginning of time,” Scott says.

How to create a go-to-network culture in your team

Adopting this approach requires more than a few referrals here and there. It’s about embedding go to network into your organization’s DNA.

Here’s how to start:

1. Empower your salespeople to build personal brands: Encourage reps to grow their networks on LinkedIn and other platforms. Each connection they make is a potential buyer—or someone who knows a buyer.
   “Every salesperson is a brand unto themselves and a demand gen vehicle that benefits your company,” Scott emphasizes.
2. Change outdated KPIs: Stop measuring success purely by call volume. Instead, track network growth and referrals generated. A larger, more engaged network is a long-term revenue generator.
3. Provide the tools and training: Teach your team how to ask for referrals effectively. Equip them with templates, scripts, and a process that makes it easy to execute.

Actionable steps to launch a go-to-network motion

If you’re ready to embrace this motion, Scott lays out a step-by-step guide:

1. Set up commercial terms

Decide on a referral fee that aligns with your average contract value (ACV). For example, offer 10–20% on closed deals to motivate referral partners.

2. Sign up referral partners

Think beyond customers. Include LinkedIn influencers, consultants, advisors, and even engineers in your organization.

“If I make an intro that closes a $100,000 deal, what’s the cut for me? That needs to be clear and motivating,” said Scott.

3. Curate referral lists

Make it easy for your partners by preparing a list of potential prospects (ideally their first-degree connections), including their names, LinkedIn profiles, roles, and companies.

4. Repeat the process

Refresh referral lists regularly and keep the motion alive. Like cold calls, consistency is key.

Quick wins for go-to-network success

Short on time? Here are three wins you can achieve within 24 hours:

1. Get buy-in: Secure leadership support to make this motion a core part of your go-to-market strategy.
2. Sign up a few referral partners: Start with five people in your network to test the process. Scale from there.
3. Create simple agreements: Keep contracts clean and easy to understand. A quick, hassle-free process will encourage participation.

Pitfalls to avoid

While Go to Network is simple, it’s easy to stumble if you’re not careful. Scott identifies three common pitfalls:

1. Not signing up enough referral partners.
2. Quitting too early after a slow start.
3. Offering stingy referral fees that fail to motivate.

The bottom line

Go to network is a powerful strategy for modern sales teams. By leaning on relationships and creating trust-based opportunities, you can boost pipeline, close deals faster, and build stronger customer connections.

“Why have we been sleeping on this channel for so long?” Scott asks. “It’s the easiest way to open doors without cold calls or spam emails.”