Friends with Benefits

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Bryan Williams, founder of Hockey Stick Advisors, shares his insights on building successful partnerships. 

He emphasizes the importance of building trust, remaining authentic, and helping partners win. 

Bryan also discusses the value of working within app marketplaces and large ecosystems, and how to stand out and build strong relationships within those ecosystems. 

He highlights the growing tech scene in Australia and the opportunities it presents for businesses.

**Key Takeaways:**

- Building trust is crucial in partnerships, and it starts by understanding what the company and the person responsible for achieving their targets care about.
- To stand out in app marketplaces and ecosystems, focus on being the easiest partner to work with and solving real customer problems.
- Partnering with partners' partners and working with other app partners in the ecosystem can lead to accelerated growth and increased visibility.
- Prioritize your time and protect it by saying no to unnecessary meetings and focusing on activities that drive the most value.
- The tech scene in Australia is growing, with various conferences and events providing opportunities for networking and scaling businesses.

**Quotes:**

- "Show me, you know me. Understand what the company cares about, who is responsible for achieving that target, and how they are tracking against it." - Brian Williams
- "Partnerships take time and require an intentional plan to deliver on the promised value." - Brian Williams
- "Consistency is a competitive advantage. Show up consistently and deliver value to build trust and strong relationships." - Brian Williams
- "Partnerships are about people doing business with people. Help sales teams achieve their goals and they will bring you in." - Brian Williams

***Chapters****

00:00 Intro

08:57 Bryan’s optimism about partnerships

18:22 Importance of trust in partnerships

28:18 Building a strong app marketplace

39:34 Discipline and perserverance

42:37 Balancing work and life

49:07 Outro

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Justin Zimmerman joins the show to share his insights on building a community and the importance of authenticity. 

He emphasizes the power of small, consistent actions and the value of personal connections. Justin also discusses the future of sales and the role of influencers in the industry. 

He talks about his journey of building his own business and the lessons he has learned along the way. Justin also introduces a tool he has developed called "hand raised" that helps capture event intent and generate qualified leads.

**Key Takeaways:**

- Building a community starts with creating a sense of belonging and connection.
- Consistency and authenticity are key to building strong relationships.
- Going to market first and establishing a brand can lead to better product development.
- Webinars are a powerful tool for generating leads and capturing event intent.
- The traditional webinar model of driving registrations and hoping for attendance is flawed.
- First-party data collection and segmentation are crucial for effective lead generation.
- Justin has developed a tool called "hand raised" that captures event intent and connects with sales.

**Quotes:**

- "Consistency over intensity, small daily doses of action lead to big results."
- "People respond to people, not brands."
- "Go to market first and establish a brand before launching a product."
- "Hope is one of the biggest risks in webinars."
- "Event intent is some of the most killer overlooked underutilized intent."
- "How do you find prior to register prior to attendance? That's what we're really looking for."
- "I've learned so much about what works and what's missing in those pain points."
- "I've developed a tool called 'hand raised' to capture demand and connect with sales."
- "Print something off, give yourself a sales pitch, and capture leads in real time."

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Matt Quirie joins Sam and Jason Yarborough to share his insights on building strong relationships, maintaining a positive company culture, and the importance of effective communication. 

He emphasizes the need for mutual respect, active listening, and trust in all relationships. Matt also discusses the impact of implementing a "no assholes" policy at ROI DNA and how it has positively influenced their company culture. 

He advises establishing successful partnerships based on trust, value, and shared goals. Additionally, Matt talks about his personal project, Ubiverse, a resort in Downeyville, and his vision of creating a space for community, nature, and learning.

**Key Takeaways:**

- Mutual respect, active listening, and trust are essential for building strong relationships.
- Implementing a "no assholes" policy can create a positive company culture.
- Partnerships should be based on trust, value, and mutual goals.
- Building trust and maintaining open communication are crucial in partnerships.
- Providing value and bringing new ideas can help establish and strengthen partnerships.
- Effective communication requires continuous questioning and clarification to ensure understanding.
- Documenting agreed-upon goals and priorities can help maintain consistency in partnerships.

**Quotes:**

- "Mutual respect is the key to any relationship." - Matt Quirie
- "Active listening is about really taking in what people are saying versus thinking about what to say next." - Matt Quirie
- "Building purposeful relationships requires respect, trust, and community." - Matt Quirie
- "You can't assume at face value the answer is what it means sometimes." - Matt Quirie
- "Having agreed-upon goals and priorities documented is a huge head start in partner relationships." - Matt Quirie

**Chapters:**

00:25 Introduction and Thanksgiving Recap
01:26 Introducing the Guest: Matt Query
02:14 The Power of Relationships
04:24 The Importance of Active Listening
10:21 The 'No Assholes' Policy at ROI DNA
12:53 Maintaining Company Culture Amidst Growth
15:32 The Challenges of Upholding Core Values
24:15 The Importance of Trust in Partnerships
25:33 The Role of Transparency in Successful Partnerships
26:46 The Impact of Trust and Understanding in Partnerships
27:38 Building Trust in Partnerships
27:54 The Importance of Communication in Partnerships
28:04 Building Successful Partnership Models
30:04 Challenges in Partnership Dynamics
31:32 The Impact of Partnership Tiers
32:59 Building Trust Beyond Individual Relationships
34:09 The Role of Incentives in Partnerships
35:47 The Importance of Defining Core Focus in Business
37:53 The Role of Partnerships in Business Growth
40:58 The Importance of Establishing a Strong Foundation in Partnerships
47:10 The Dream of Building a Community Resort

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Grayson Hogard, founder of Grove Cookie Company, joins Sam and Jason to share his journey of starting a cookie business and building partnerships in the B2B space. 

He emphasizes the value of building relationships and how cookies can enhance the gifting experience. 

Grayson discusses the impact of partnerships with platforms like Postal and Sendoso, and the importance of maintaining authenticity while scaling his business. He also talks about his joy and passion for his work and how cookies can be a powerful tool for opening doors and establishing relationships.

**Key Takeaways:**

- Building relationships and partnerships can change the trajectory of a small business.
- Cookies can be more than just a delicious treat; they can enhance the gifting experience and foster relationships.
- Authenticity and providing value are crucial in maintaining partnerships and scaling a business.
- Direct mail and personalized messages can be effective in building relationships and driving business growth.

**Quotes:**

- "Cookies are a relationship enhancer." - Grayson Hogard
- "The box of cookies reminded the CRO to get back to the account executive and led to a 40X deal." - Grayson Hogard
- "I would love to send a box of cookies to Elon Musk. I think that would just be... That would be hilarious." - Grayson Hogard

******************Chapters:******************
00:11 Introduction and Welcome
00:40 Personal Updates and New Job Announcement
01:37 Introducing the Episode's Theme: Tasty Partnerships
01:47 The Story of Grove Cookie Company
02:06 The Power of Building Relationships in Business
03:45 Interview with Grayson Hogart, the Cookie Man
06:20 The Birth of Grove Cookie Company
15:44 The Role of Partnerships in Grove Cookie Company's Success
22:15 The Power of Direct Mail and Cold Calling
23:45 The Importance of Partnerships
24:11 The Power of Reciprocity in Partnerships
24:32 The Impact of a Strong Partnership
25:05 The Role of Fun in Business Relationships
26:13 The Value of Gifting in Business
27:07 The Concept of Cookies as a Service
28:56 Building Relationships through LinkedIn
35:45 The Challenges of Scaling a Business
40:57 Balancing Work and Personal Life
46:04 The Power of Cookies in Building Relationships

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Sam and Jason Yarborough discuss the importance of values and storytelling with Priya Sam, a storytelling expert and solutions engineer at Slack. They explore the role of core values in shaping one's narrative and the impact of personal stories on building confidence and trust. Priya shares her journey from journalism to tech and how she helps individuals and companies craft their narratives. They also discuss the power of networking and mutual benefits in career growth and the importance of active listening in building connections.

About Priya Sam:
Priya Sam is a storytelling expert and solutions engineer at Slack. With a background in journalism and a passion for sharing personal stories, Priya helps individuals and companies understand the power of storytelling and how it can impact their success.

Key Takeaways:

- Establishing core values helps guide decision-making and shapes one's narrative.
- Personal stories are the foundation of confidence, trust, and value.
- Actively listening and repeating information back to someone helps establish trust and value in a conversation.
- Building a network is essential for success, and mutual exchange benefits are crucial in partnerships.
- Reflecting on pivotal moments in life and understanding the lessons learned can help shape personal narratives and build confidence.

Quotes:

"Your story is where your confidence comes from." - Priya Sam
"People remember feelings and how you made them feel." - Priya Sam

Chapters:

00:58 Discussion on Core Values and Their Impact
02:38 Introduction to Guest - Priya Sam
02:59 Priya's Journey from Journalism to Tech
03:46 The Power of Personal Stories
05:57 The Role of Storytelling in Building Confidence
12:41 The Importance of Networking and Mutual Benefits
15:33 The Art of Storytelling and Its Impact
20:08 The Journey of Building a Network
32:45 The Power of Journaling and Reflection

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Cody Sunkel, co-founder of Partner Fleet, joins Sam and Jason to discuss the value of ecosystem marketplaces and the challenges of building one. He emphasizes the importance of creating a lovable product that solves a big problem and provides a seamless user experience. 

Cody also highlights the role of partnerships in driving value and how marketplaces can be integrated into marketing and sales strategies. He shares his personal journey from the fitness world to the tech industry and the impact of physical health on mental well-being and overall performance.

**Key Takeaways:**

- Partner Fleet is an ecosystem marketplace platform that allows companies to build and scale their partner programs without the need for extensive development.
- A marketplace can be a valuable tool for promoting partners and generating leads in a hands-off way.
- Integrations are a top consideration for buyers in the SaaS industry, making a marketplace a valuable asset for companies.
- Building a foundation and establishing relationships are crucial in partnerships to ensure long-term success.
- Prioritizing physical health can have a positive impact on mental health and overall well-being.

**Quotes:**

- "Valuable is not enough. Your product needs to be lovable." - Cody Sunkel
- "You can have a user base that, if you have an integration, they're going to adopt it no matter what because it's that high in demand." - Cody Sunkel
- "Partnerships are more relational in nature, but you can have a user base that will adopt an integration because it adds value." - Cody Sunkel
- "Partnerships go beyond just the relationship aspect. It's about all the points of influence that impact a buyer or customer." - Cody Sunkel

**Chapters**:
00:06:34 Partner fleet is an ecosystem marketplace platform.
00:09:21 Creating shared vision
00:17:11 Big problem solved with simple, out-of-box approach.
00:20:19 Ecosystems, partnerships, influence, reviews, social proof, value
00:24:10 Marketplace revenue activities can be interconnected strategically.
00:33:44 Got into gymnastics strength training after quitting diving.
00:38:16 Foundation needed for injury-free CrossFit training.
00:41:41 Spot-on advice for a successful partnership.
00:45:59 "Just start. Physical health impacts everything."
00:50:25 Prioritize recreation over work for balance.

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After surviving a near-death experience in his twenties and overcoming his opioid addiction, Scott Leese stopped caring about what other people thought of him. Instead, he went after what he wanted in life with gusto.  

Scott Leese is a master at building trust and relationships. Scott says the market has changed. No one takes cold calls anymore. 

Scott tells us how to navigate our new sales environment by building relationships, community, and trust. 

He also shares tips on work-life balance, raising kids, and his favorite movie.

Highlights:
00:00 Intro to Scott Leese
06:00 Overcoming life-threatening illness, finding voice
07:01 Stop worrying about what other people think
10:13 People first vs. revenue first
13:18 Creating a safe environment: vulnerability encourages openness.
18:38 Helping others now can benefit you later.
22:00 Nobody uses voicemail anymore
23:34 Email overload, notifications, and behavioral shifts affect tactics. 
25:11 Partnerships vs. sales
32:03 Use your network to sell
33:34 Partnerships can tap into existing networks.
39:11 Relevance is important; connections and visibility matter.
41:18 Avoid buying followers, engagement, or using pods to game the system. Build an authentic network.
48:17 Use others' networks for faster results.
53:45 Worked hard for better weekend enjoyment.
55:32 Advice for parents
58:11 Where does the movie Point Break rank?

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Relationships Matter: Whether it's within your own organization or with external partners, maintaining strong relationships is the holy grail to success. Justin Gray points out that threading relationships across the entire organization is key to building a successful org.

If you want to be effective, you need to master curiosity and communication.

Justin highlights that there aren’t many sales and service partnerships available, which presents a huge opportunity for those who can navigate both sides of the equation. 

By deeply understanding your customers' needs and creating a partner program that aligns with those needs, you can drive customer happiness and build revenue.

Highlights:
03:30 Relationships = Currency of Success
30:21 Can't be a one-man band
33:07 Relationships = referrals
34:56 Ads aren't working; the only thing that's working is trust
36:38 Partnerships must start with early sellers
39:18 It's all about WHO you know and the value of those relationships
40:44 You have to give to get
54:06 You have to be curious
01:01:12 Balancing work and life

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How can partner teams and marketing teams work together to genuinely influence hearts and minds?

Blake Williams, CEO of Ampfactor, joins us to dive into account-based Marketing (ABM). Instead of the spray-and-pray approach that many marketers take, Blake advocates for a sniper-like targeted approach. You can gain trust and drive results by surrounding your prospects with targeted messages and influencers.

Blake also shares how he manages multiple companies while raising four girls. Sam, Jason, and Blake share strategies they’ve used for personal growth and time management. 

Highlights:
00:56 Intro to Blake Williams
04:45 What is ABM for partners?
10:45 Give vs. get portfolio
12:30 Influencing hearts and minds
13:15 Get your sellers to come to you
14:53 How to get your C-suite on board with ABM
15:14 ABM starts with education
16:59 Build trust first
18:47 Earn your seat at the table
20:48 Share your ideas, be willing to put yourself out there
22:24 Communication is key
22:54 What is AmpFactor?
29:25 The role of AI in marketing
39:11 Serial entrepreneurship
46:04 Always have an exit plan and a side hustle
48:05 Give 150%
49:47 Personal development
51:55 What does Blake do to practice personal development?
59:14 Work-life balance with kids
01:01:09 Structuring your energy throughout the day

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How do you scale partnerships to play with the big players like Salesforce? 

Jill Dignan takes us on a journey through the successes she’s had driving traffic through channel relationships. She shares insights on the importance of leading with empathy in partnerships.

 Join us as we dive deep into the intricacies of building meaningful relationships, overcoming challenges with partners and pricing, and the value of mentorship in a challenging work environment. 

Highlights:
00:43 Dreamforce and INBOUND recap
01:32 Intro to Jill Dignan
02:43 Stumbling into partnerships
04:07 You can't have empathy without action
10:29 Empathy and business
11:27 Building a StoryBrand
13:45 How do you show empathy in business
20:01 How to start building relationships
26:28 Thinking outside the box
29:34 Managing relationships in Salesforce
36:34 How do we get the partnerships flywheel in motion
38:35 Building a Nearbound strategy
40:30 Who do you look to as mentors?
45:32 How to find a mentor
51:04 What books do you recommend?