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What if the key to revolutionizing your partnerships lies in thinking like a category designer?
On this episode of Friends with Benefits, we’re joined by Pablo Gonzalez, a self-proclaimed expert and passionate evangelist for category design, to uncover how this powerful framework can transform the way partner leaders approach their programs.
🎙️ What to listen for:
•Why creating a unique narrative is more impactful than simply competing on “better.”
•How to identify and solve unaddressed problems that set your partnerships apart.
•The surprising role of self-worth, vulnerability, and authenticity in building stronger personal and professional relationships.
From real-world examples like Liquid Death to actionable insights on ecosystem-building, Pablo shares how partner leaders can inspire loyalty, drive exponential value, and create partnerships that stand out.
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Franz-Josef Schrepf, host of the Partnerships Podcast and author of The Book on Partnerships, takes us on a journey through the art (and science) of building partnership programs from scratch.
From navigating the challenges of being the first partnerships hire to translating partnership value for the C-suite, Franz delivers hard-earned insights with clarity and humor. We explore why product-market fit is a must-have before launching a partner strategy, how to align partnerships with company goals, and why simplicity in your messaging is the ultimate power move.
Franz also shares his take on the great debate: Should you specialize or generalize in your partnerships career? Plus, we unpack the hidden importance of internal stakeholders and how they can make, or break, your success.
If you've ever wondered how to demystify partnerships and make them indispensable to your company, this conversation is packed with the frameworks, stories, and real talk you need.
Tune in, take notes, and rethink how you approach partnerships...this one’s a masterclass.
📘 Get The Book on Partnerships today 📘 -
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In this episode of Friends with Benefits, Jason and Sam sit down with Antonio Caridad, a true legend in the world of partner operations. Antonio shares how partner operations serve as the backbone of successful partnerships, driving both partner and customer experiences. From his innovative five-pillar framework to the role of partner ops in influencing customer journeys, Antonio offers practical advice and real-world insights. Discover why a strong partner experience isn’t just a luxury, it’s essential to scaling partnerships and achieving measurable results.
Antonio also shares his philosophy on problem-solving, the value of active listening, and his passion for building scalable frameworks for partner teams. Whether you’re new to partnerships or a seasoned leader, this episode is packed with actionable takeaways to elevate your strategy.
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On today's episode, we dive deep with Brian Jambor, a true architect of partnerships and human connection. In this episode of Friends with Benefits, Brian unpacks the nuances of scaling partnerships, shares lessons from his career, which range from making headlines in the Wall Street Journal to launching innovative AI collaborations, and gives his take on the future of partnerships in the age of AI. Discover why trust, ethics, and connection are at the heart of his success, and hear how he’s helping redefine partnerships as a genuine, people-first approach to business. If you’re passionate about building impactful alliances, this episode is packed with insights to guide your journey.
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In this episode of Friends with Benefits, Jason and Sam sit down with Jen Igartua, CEO of GoNimbly, to talk all things RevOps. Jen walks us through her journey in the world of revenue operations, unpacking how RevOps has become essential for scaling B2B SaaS companies. We dig into the value of operationalizing partnerships and hear how GoNimbly has made this a core part of their strategy, especially through their powerhouse partnership with Gong. Jen also dives into the trickier side of RevOps, like solving attribution challenges and syncing up with C-suite priorities. And as a bonus, we get a peek into her creative world of improv and game design, showing us how creativity and adaptability make all the difference in business. This episode is packed with laughs, strategic insights, and Jen’s unique take on where RevOps and partnerships intersect.
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In this episode of Friends with Benefits, hosts Jason and Sam are joined by Aaron Leeder, VP of Partnerships at Pavilion, to explore the innovative role of partners as sponsors within the B2B landscape. Aaron shares insights from his experience at Pavilion, where sponsorships have evolved to provide authentic value to the community while supporting the organization's growth. Discover how Pavilion balances sponsors' needs with its members' expectations, creating meaningful connections that transcend traditional partnership models. Tune in to learn how thoughtful engagement and a commitment to community can drive success in partnership strategies.
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In this episode of Friends with Benefits, hosts Jason and Sam welcome Andrea, a prominent figure in the Salesforce ecosystem (Salesforce MVP Hall of Famer 🤯) and CEO of Sercante.
The conversation delves into Andrea's journey from a Salesforce user to a successful entrepreneur, highlighting the founding and growth of Sercante, a company focused on creating seamless digital experiences using the Salesforce platform. Andrea shares insights into the challenges of naming a company, the importance of partnerships, and the evolution of Sercante, including its recent acquisition by Triliad. As a Salesforce MVP Hall of Famer, Andrea also discusses her contributions to the community and offers valuable advice for aspiring entrepreneurs. The discussion touches on her personal experiences as a female founder and mother, providing a well-rounded perspective on balancing professional and personal life. -
In this conversation, Pete discusses the concept of 'Open to Help,' emphasizing the importance of building authentic relationships and trust in networking. He shares personal experiences that shaped his willingness to help others, the significance of creating a space of trust, and the long-term benefits of genuine connections. The discussion also touches on the balance between personal and professional relationships, the role of curiosity in asking meaningful questions, and the idea that we are all just trying to be okay in our lives. Pete highlights the importance of grace and intentionality in fostering relationships that can lead to mutual growth and support.
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Tyler Calder is the CMO of PartnerStack and a friend everyone should know. On this week's show, we explored the evolving role of partnerships, the importance of speaking the business's language, and the parallels between marketing's past and partnerships' present. Here are the key takeaways from our conversation:
- Partnerships and Business Language: Tyler emphasized the importance of partner leaders speaking the language of business. He discussed how partnerships today are similar to where marketing was 15 years ago, highlighting the need for leaders to demonstrate tangible value and align with business objectives.
- Experimentation and Innovation: We delved into the significance of dedicating a portion of resources to experimentation. Tyler shared his approach of allocating 20% of the budget to innovative projects, stressing the importance of building trust and credibility to push boundaries and achieve significant breakthroughs.
- AI and the Future of Partnerships: Tyler shared his thoughts on the rapid advancement of AI and its potential impact on partnerships. He encouraged staying informed and open to how AI can enhance productivity and drive new opportunities in the partnership landscape.
This episode is packed with insights for anyone interested in leveraging partnerships for business success.
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Can the future of B2B partnerships be built on a foundation of trust and data sharing? Join us as we kick off season two of the Friends with Benefits podcast with Bob Moore, co-founder of Crossbeam, who shares invaluable insights from his journey in redefining the partner tech landscape. Listen to Bob's compelling story of Crossbeam's inception, navigating the GDPR challenges of 2018, and tackling the daunting "cold start problem" to build a thriving platform connecting over 30,000 companies today. Bob's experience sheds light on what it takes to overcome industry skepticism and achieve success against the odds.
Our conversation dives into the importance of aligning partnerships with revenue teams, a crucial component for maximizing the potential of partner ecosystems. We unpack the common pitfalls partner leaders face and the necessity of securing buy-in from sales leadership. The role of RevOps in integrating systems and metrics is emphasized, along with the strategic evolution of partner teams as force multipliers in the business world. In this rapidly changing environment, adapting from transactional roles to more strategic ones is key for maintaining relevance and driving growth.
Join us on this insightful journey into the future of partnerships and strategic growth. -
Join hosts Jason and Sam for the first-ever LIVE recording of the Friends with Benefits podcast, from the inaugural Arcadia Leadership Experience (ALX). The Arcadia Leadership Experience combined experiences like glamping, fly fishing, and yoga with deep discussions on partnerships and personal growth. In this episode, they share insights from their closing keynote, exploring what it means to embody the values of Arcadia—harmony, intentionality, and greatness. Listen in as they discuss the importance of self-leadership, building authentic relationships, and the journey to personal and professional excellence. This episode is a heartfelt tribute to the power of community and the pursuit of greatness.
For more on the event visit: https://www.arcadialeadershipexperience.com/ -
In the season 1 finale, we delve into the critical topic of men's mental health in honor of Men's Mental Health Awareness Month. Joined by our friend and advocate Cory Snyder, we explore the societal pressures men face and the stigma surrounding emotional vulnerability. Cory shares his personal journey of dealing with extreme stress and physical symptoms, emphasizing the importance of self-awareness and seeking help. He discusses the challenges of balancing work, family, and personal well-being, and the often-overlooked financial stressors that contribute to mental health struggles. Cory also highlights the significance of creating intentional spaces for men to open up, such as his annual golf trip dedicated to mental health awareness. The conversation underscores the need for men to support each other and normalize emotional expression. This episode also marks the season finale, with a promise of more insightful discussions in the upcoming season.
Thinking about joining us in Montana this summer for the Arcadia Leadership Experience? We would love to have you! Details here: https://www.arcadialeadershipexperience.com/ -
Alex Buckles joins us this week to take a deep dive into the complexities of co-selling in the tech and partnership space. Alex shares his six-year journey of solving the co-sell motion, emphasizing the importance of making it a predictable and repeatable process. Alex introduces the concept of a managed service to support sales reps, highlighting the role of co-sell alignment specialists. Our conversation also touches on the challenges of change management and the need for partner leaders to understand the sales cycle.
Additionally, Alex talks about his personal connection to autism advocacy through his son and his work with Pathways for Autism, aiming to create employment opportunities and innovations for the autistic community.
Get the Forecastable white papers (they're so incredibly good): https://forecastable.com/b2b-sales-reps-a-guide-to-keeping-partners-from-wrecking-your-deals/ -
This week we're chatting with a couple of legends, Michelle Eatherton and Dorothy Copeland, on their experiences and insights on building successful ecosystems in the tech space including AWS, IBM, Hubspot, and Stripe. Dorothy talks about her journey at AWS and Stripe, highlighting the importance of choosing the right partnerships and building the right culture while scaling. Michelle discusses her role in developing the AWS partner network and her current venture at Liminal, emphasizing a partner-first go-to-market strategy. Both guests delve into the challenges and strategies of balancing high-powered careers with personal lives, offering a candid look at the dynamics of work-life integration.
Dive deep with us as we explore:
- The genesis and evolution of AWS partner network
- Strategies for building and scaling effective partner ecosystems.
- The art and science of partner development
- Personal insights on balancing high-impact careers with personal life.
Interested in joining us here in Bozeman, MT for the Arcadia Leadership Experience? -
In this episode, Jason and Sam chat with Greg Portnoy, a prominent partner leader known for his influential LinkedIn presence and newly released PRM, Euler. Greg discusses the significant effort behind his LinkedIn content and the importance of building genuine, value-added relationships in the business world. He shares insights from his career in partnerships, emphasizing the need for authenticity, strategic alignment, and trust in fostering long-term business relationships. The conversation also delves into the challenges and strategies of managing partner programs, particularly with agencies, and the critical role of clear communication and expectations in partnership success. Greg's experiences highlight the nuanced dynamics of partnerships and the continuous effort required to maintain and grow professional networks effectively.
If you’re looking for a new PRM built for YOU. Check out EULER. A PRM built WITH partnership leaders. Automated enough to create bandwidth. Flexible enough to address different partnership models. Integrated enough to meet everyone where they work. From Series A startups to $200M ARR enterprises, EULER is helping partner teams of all sizes scale revenue with ease.
Check out eulerapp.com to learn more
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In this episode, Jason and Sam chat with Katie Lambert, Director of Partner Marketing and Enablement at HubSpot. The conversation delves into the multifaceted role of partner marketing, exploring its ambiguous nature and diverse responsibilities. Katie shares insights on how her team manages partner communications, events, and co-marketing efforts, emphasizing the importance of creating a shared vocabulary and understanding within the partner ecosystem. The discussion also covers the strategic aspects of partner marketing, such as aligning partner interests with company goals and the significance of executive engagement in nurturing partner relationships. Katie's approach highlights the importance of treating partners as extensions of the company, ensuring they are well-informed and engaged, which she believes is key to fostering successful partnerships and driving mutual growth.
Episode Highlights:➕Katie's Unique Approach to Partner Marketing
➕Keys to Creating a Successful Partner Program
➕The Power of Community in Partnerships
➕Hubspot’s vision for the Future
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Sam Jacobs, CEO of Pavilion and author of Kind Folks Finish First, discusses the importance of kindness and building strong relationships in business. He shares his personal journey of prioritizing values and principles in his career and how it has shaped his approach to partnerships. He also addresses the challenges of balancing kindness with business considerations and navigating situations where kindness may be perceived as a weakness. The conversation highlights the importance of self-reflection, defining values, and finding strength in staying true to one's principles. Sam shares his personal journey of self-discovery and finding his purpose. He emphasizes the importance of knowing what you stand for and aligning your values with your actions. He highlights the significance of accepting and embracing your whole self in building meaningful relationships.
Why Kindness and building strong relationships are essential in business.Sam's key principles for successful partnerships.Instilling values and principles in teams.Self-reflection and defining values Strength comes from feeling emotions without letting them dictate one's happiness or peace. Know what you stand for and align your values with your actions.Accept and embrace your whole self in building meaningful relationships.Put in the work and continuously practice self-love and self-awareness.Create the time and space to provide value and support to others.
Key Takeaways: -
In this episode, Jason, Sam, and Mac Redding discuss the concept of go-to-network (GTN) and how it can revolutionize sales and marketing strategies. Mac explains that GTN is about building a network of champions to pull the market to you, rather than pushing your product or service onto the market. In this conversation, Mac discusses the misalignment between words and actions in leadership, the need for a shift in traditional sales playbooks, and the importance of building networks and activating them. He emphasizes the value of authenticity in building a personal brand and the need for collaboration and breaking echo chambers. The conversation concludes with a fun dinosaur fact.
Takeaways
✚ Go-to-network (GTN) is about building a network of people to pull the market to you, rather than pushing your product or service onto the market.
✚ Implementing a successful GTN strategy requires a mindset shift and creating space for relationship building.
✚ Leadership support and intentional space for learning and understanding the target audience are crucial for a successful GTN strategy.
✚ Traditional sales playbooks may no longer be effective in the current market landscape.
✚ Building networks and activating them can lead to valuable partnerships and business opportunities.
✚ Authenticity is key in building a personal brand, and it is important to be intentional and genuine in online interactions. -
Emir Elliott-Lindo shares his insights and experiences in the field of partnerships. He emphasizes the importance of building relationships, trust, and credibility in partnerships. Emir also discusses the significance of cross-pollination and strategic relationships in driving success. He highlights the non-negotiables and institutional beliefs that lead to successful partnerships, including treating everyone well and delivering on commitments. Emir also introduces his company, Big Friends, and explains the concept of having big friends in an ecosystem. He emphasizes the need for governance and steering committees and the importance of engaging with key stakeholders, including the CFO. Finally, Emir discusses the impact and integration that can be achieved through partnerships with strategic partners. In this conversation, Emir Elliott-Lindo shares insights on aligning key performance indicators (KPIs) with partnerships and the importance of understanding an organization's KPIs. He emphasizes the need to show KPIs in steering committees and highlights certified resources and integrations as important KPIs. Emir also discusses the growing focus on retention as the new acquisition and provides advice on working with global systems integrators (GSIs). He suggests starting with regional systems integrators and boutiques before approaching larger GSIs. Additionally, Emir shares tips on assessing readiness for GSIs, articulating messaging for SIs, and getting the attention of GSIs. Finally, he discusses building teams and mentoring in partnerships.
Building relationships, trust, and credibility are essential in partnerships.Cross-pollination and strategic relationships can drive success.Treating everyone well and delivering on commitments are non-negotiables in partnerships.Having big friends in an ecosystem can lead to significant impact and integration.Governance and steering committees are crucial for partnership success.Engaging with key stakeholders, including the CFO, is important in partnerships. Aligning KPIs with partnerships is crucial for success.Understanding an organization's KPIs and aligning them with partner KPIs is important.Showing KPIs in steering committees helps gain support and resources.Certified resources and integrations are valuable KPIs for partnerships.Retention is becoming as important as acquisition in partnerships.Starting with regional systems integrators and boutiques can be a good strategy before approaching larger GSIs.Assessing readiness for GSIs is essential before pursuing partnerships.Articulating messaging that highlights the value for SIs is key to getting their attention.Building diverse teams and mentoring individuals is crucial for success in partnerships.
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Everyone's favorite married Co-CEO couple, who's growing a unicorn company join us this week to talk about the importance of transparent communication, wearing multiple hats and experimentation. In this episode, co-CEOs of Chili Piper, Alina and Nicolas Vandenberghe discuss their journey as a married couple and business partners. We learn how they met and the start of Chili Piper. Partnerships have been an important lever in growing their business and they highlight the need for persistence and experimentation in partnerships to find what works. The conversation covers the importance of experimentation and iteration in go-to-market strategies, the value of having a dedicated partnership seat, the benefits of transparency and communication in building a strong company culture, the use of nonviolent communication and decision memos, and tips for balancing work and family in a co-CEO relationship.
Partnerships play a crucial role in the growth and success of Chili Piper.Understanding different roles and having a diverse skill set is important for effective partnership management.Building strong relationships and providing value to partners is key in successful partnerships.Persistence and experimentation are necessary in partnerships to find what works. Experimentation and iteration are crucial in finding what works in go-to-market strategies.Having a dedicated partnership seat is important for successful partnerships.Transparency and communication are key in building a strong company culture.Nonviolent communication and decision memos can improve decision-making and conflict resolution.Balancing work and family requires open communication and support for each other.
Takeaways - Visa fler
