Calen Holbrooks, VP of Integrated and Partner Marketing at Zoom Info, discusses the role of integrated and partner marketing in driving growth and profitability.  She explains how integrated marketing orchestrates all marketing activities and channels, while partner marketing focuses on creating win-win scenarios with external businesses.

Takeaways:

• Integrated marketing orchestrates all marketing activities and channels, while partner marketing focuses on creating win-win scenarios with external businesses. 
• Partnerships are crucial for breaking into new markets and expanding into the enterprise space. 
• Conversational intelligence and AI can provide valuable insights for informing partnerships and driving growth. 
• Achieving profitability and free cash flow requires a focus on efficiency and leveraging partnerships to maximize resources.

Chapters:
00:00 Introduction and Background
01:25 Defining Integrated and Partner Marketing
02:25 Understanding Partner Marketing
04:21 Nearbound Marketing
05:51 Leveraging Partners in Integrated Campaigns
07:23 Strategic Approach to Partner Selection
08:25 Measuring Partner Influence
10:25 Account Executive Collaboration with Partners
11:38 Scaling Partner Collaboration
12:49 Breaking into New Markets with Partners
14:49 Partnering with Competitors
16:32 Navigating Partnerships in the AI Space
19:11 Building Expertise in New Industries
21:45 Expanding into New Markets with Partners
23:16 Leveraging Conversational Intelligence for Insights
25:04 Using AI to Inform Partnerships
26:00 The Importance of Partnering in the AI Space
31:58 Driving Profitability and Growth through Partnerships
34:07 Achieving Profitability and Free Cash Flow
36:44 Unlocking Growth with Partnerships
38:14 Conclusion and Book Plug