Friends with Benefits

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Michelle Ragusa-McBain, Vice President of North American Channels, and Jay McBain, Chief Analyst at Canalys, join the show to discuss how they build relationships, whether that be at work or in a personal setting. They share how they set goals in their marriage, whether that be surrounding family, travel, or business. They also divulge strategies for narrowing your focus and showing up as your full self everyday.

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Rob Rebholz, CEO of Superglue, joins the show to discuss his background in partnerships, how Superglue can help you focus on the tasks that matter as a partner manager, and scaling partnership efforts with consistency and focus. Rob speaks to how AI can be leveraged in partner roles. Rob, Sam, and Yarby geek out over their shared experience in direct mail.

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Mike Davis, CRO at InVisory, discusses his experiences partnering in the Salesforce ecosystem and learning how to build key relationships. Mike emphasizes the importance of gathering data around your partnerships motions. Mike talks about working with ISV’s, refining a better together story, and when to engage with sales engineers, AE’s, and other roles at Salesforce in various situations.

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Jill Rowley, GTM Advisor and LP at Stage 2 Capitol and advisor to many B2B SaaS companies, joins the show. She discusses how partnerships have grown her career as a revenue leader. Known as the queen of social selling, Jill has been a category creator. As employee #13 at Eloqua, she leveraged social selling to help build the marketing automation space.

She discusses her approach to networking, analogizing it to a company’s partner strategy. “There’s this whole ecosystem of potential partners, and you can’t partner with everybody. There isn’t value for the customer to partner with everybody… so you’re aware of this bigger ecosystem, and then you think about, ‘Where should the dots connect?’”

Jill, Sam, and Yarby discuss how it takes time and resources to develop relationships. As Jill says, it’s not just about who you know. It’s about what you know about who you know and, most importantly, who knows you and what they know about you.

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Justin Keller, Vice President of Revenue Marketing at Drift, joins the show to talk partner marketing. He emphasizes the power of being willing to get fired for your ideas, and mentions an ABM-based video game he helped create with partners. 

Tune in for Justin’s partner engagement strategies.

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Elliot Smith, Head of Partnerships at 6sense, talks partner strategy, recruitment, and incentivization. 

6sense has a narrow partner focus, which, as Elliot says, is part of their aim to the central nervous system powering their customers’ revtech efforts.

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Welcome to Friends With Benefits, a business podcast about revenue-generating partnerships! We’re Sam and Jason, two partnerships aficionados and outdoor enthusiasts, as well as being a married couple.

We love building purposeful relationships. We can’t wait to talk to everyone from influencer marketing pros, to sports partnerships experts, to kick-ass CRO’s, and even maybe a few relationship counselors. Subscribe so you don’t miss out!