HOW THEY DID IT! Unique stories partnerships-led sales and success.

Remington Begg is the founder of Impulse Creative - a top HubSpot solutions partner building large websites, running content marketing, revops, and all around inbound mark eting services.

He’s been running Impulse for 11 years which makes him as experienced as they come, with partnerships especially.

His tech partners today range from: HubSpot, Sendoso, Aircall, Sacari, and Avoma.

I get a phd in partnerships from having these detailed conversations with top agencies like Impulse Creative because it’s the hard truth about partnering you cannot get from speaking to Channel managers.

“Partner managers think they're the only ones in the entire universe. Like here's all these things that you need to fill out in order to make it happen… Can’t we just jump on a 15 minute call and tell you what's up.”

In this episode, Remington shares:

Remington Begg is the founder of Impulse Creative - a top HubSpot solutions partner building large websites, running content marketing, revops, and all around inbound marketing services.

He’s been running Impulse for 11 years which makes him as experienced as they come, with partnerships especially.

His tech partners today range from: HubSpot, Sendoso, Aircall, Sacari, and Avoma.

I get a phd in partnerships from having these detailed conversations with top agencies like Impulse Creative because it’s the hard truth about partnering you cannot get from speaking to Channel managers.

In this episode, Remington shares:

I hope you enjoy.

But first, let’s recommend some tech to help you grow your partner program:

Sendoso.com - The leading sending platform.

Partnerstack.com - Partner tracking and payouts.

Sharework.co - A free account mapping solution.

Coming off of an enormous series C, and a rebrand, we have Clearco (formerly Clearbanc) and their  Agency Partnerships Lead Christopher Vigmond. Along with Chris is one of his top producing agency partners T. J. Jones, Co-Founder at EmberTribe. TJ and Chris have been partnered for 2 years now, but things really took off when they started working together to refine Clearco’s partnering process.

Quote: “For now, I need to take a month or two and drive value to TJ and his team and not ask for anything in return.” - Christopher Vigmond

In this episode, we uncover:

Sections:

[00:04:38] Intros

[00:07:54] The state of Clearco’s partner program

[00:13:23] How much of a factor did partnerships play in Clearco’s series C

[00:15:01] Partner enablement at Clearco

[00:19:55] How TJ justified hours into partnerships

[00:23:32] Activating partnerships for Clearco

[00:27:14] Co-marketing

[00:33:30] Types of partnerships that work well for TJ/EmberTribe

[00:39:04] What’s next for sales/marketing partnerships at Clearco

[00:43:06] Closing remarks on partnership best practices

Resources:

Sendoso.com - The leading sending platform.

Partnerstack.com - Partner tracking and payouts.

Sharework.co - A free account mapping solution.

Building a successful partner program takes work and patience. For Mojo Media & Terminus, they defined their partner success by having alignment with expectations, enthusiasm, and plenty of enablement showcased in a fun and exciting way. Listen in to how this agency & technology company used the above to create a strong partnership and even stronger relationship.

“If you build the right partnerships and you know, the financial benefits can be huge.”

Welcome Caitlin Matchett and Nikole Rose to the show!

Sections:

[00:03:15] Intros

[00:06:12] When and why Terminus launched their program

[00:14:35] What goes into a successful partnership

[00:21:20] Aspects of an agency partner program to ensure success

[00:26:58] Value of partner training and certs

[00:28:58] Financial incentives of partnerships

[00:31:59] Caitlin’s advice

Resources:

Sendoso.com - The leading sending platform.

Partnerstack.com - Partner tracking and payouts.

Sharework.co - A free account mapping solution.

https://www.mojomedialabs.com/

https://terminus.com/agency-partners/

“Anybody who's utilizing our data in the right way and turning it into button line revenue. Great. Let's talk about it. And shout from the rooftops.”

Today we learn about an early stage partnership between a top full service digital agency (Site-Seeker), and their new, but already fully integrated partner Lead Forensics. What we found decided to focus on today was the premise of their partnership - Site-Seeker will be white labeling Lead Forensics to build new services for their customers. Thomas Armitage from Site-Seeker, and Michael Graham from Lead Forensics join us in this discussion to help us understand the ins and outs of white label partnerships enablement.

Sections:

[00:05:26] Intros to the white label partners

[00:07:05] Partner nomenclature

[00:10:03] How the agency strategizes around the partnerships

[00:13:23] Qualifying the agency partner

[00:15:02] What Site-Seeker gains from the partnership

[00:17:15] SaaS partnership OKRs

[00:19:55] What Lead Forensics does for does for partners

[00:27:10] What white label partnership success looks like

[00:31:31] Co-marketing with white label partners

[00:36:27] What reciprocity means for Site-Seeker

[00:41:12] Maintaining brand guidelines

Resources:

Sendoso.com - The leading sending platform.

Partnerstack.com - Partner tracking and payouts.

Sharework.co - A free account mapping solution.

When Jillian Trubee joined Greenhouse, she didn't expect to help build a partner program from the ground up but she saw an opportunity for immense growth and went for it. From the crucial enablement needed and the patience that is comes with building out an effective program, Jillian shares all that she learned in her time at Greenhouse as a Partner Program Manager.

Sections:

[00:02:48] Meet Jillian

[00:04:52] Discovering early opportunities

[00:08:28] Ensuring partner success

[00:10:19] Titles and job functions within the partner team

[00:14:58] Enablement with co-marketing

[00:19:31] Quarterly partnerships workflows

[00:20:39] Effective partner ecosystems

[00:23:18] Jillians guide to partner enablement success

Resources:

Sendoso.com - The leading sending platform.

Partnerstack.com - Partner tracking and payouts.

Sharework.co - A free account mapping solution.

Today I’m joined by Chase Clymer, Co-Founder of Electric Eye and Nicole Baqai, Senior Strategic Partnerships Manager at Gorgias. In this episode, we dig out everything these two are doing together, which is a ton. Chase is one of the most proactive agencies with relation to partner enablement and getting bigger endeavors like courses and podcasts done with partners. Nicole and I are just meeting, but they are the best partner of Electric Eye for this subject, so we invited her in. I didn’t know what to expect, but here’s what you will learn:

“And if you can be proactive in coming up with those ideas to pitch, you're making your partner managers job that much easier.”

Takeaways:

Sections:

[00:05:17] Intros

[00:09:35] Team alignment and support for the program at Gorgias

[00:10:24] What partners of Gorgias are involved in

[00:13:20] Understanding partnerships from the agency POV

[00:16:29] Product-led partnership activities at Gorgias

[00:18:45] Gorgias’s matchmaking process

[00:20:27] Chase’s sales enablement assets

[00:23:20] Gorgias’s partnerships and sales strategies

[00:25:31] Gorgias’s co-selling strategy

[00:31:06] Chases’s experience in co-selling

[00:32:46] What’s next and goals

Resources:

Sendoso.com - The leading sending platform.

Partnerstack.com - Partner tracking and payouts.

Sharework.co - A free account mapping solution.

https://electriceye.io/

https://www.gorgias.com/

In this Episode, we speak to Maddy Martin, VP of Marketing (and partnerships) for Smith.ai, and one of her more active agency partners Matt Burke, CEO of Zillametrics. Our goal was to unpack their partnership to determine what makes it so successful for both parties. How to find and enable thought leader agencies to create content with you to attract both users and other agencies. Aligning on target audience overlap, the content and mutual value. Supporting clients who come through those collaborations. Holding each side accountable throughout. And for Maddy - building the repeatable process around this solid example of Partner Enablement.

“What resonates the most is when somebody has done the due diligence enough to understand the type of clients we're working with and the type of solutions that are going to benefit us.” - Matt Burke

Sections:

[00:03:38] - Intros

[00:06:16] - Overview of the outcome of their partnership

[00:11:04] - Whatenabled Matt to be productive

[00:14:20] - Maddy’s SOPs and advice

[00:23:30] - How Matt likes to vet partnerships

[00:33:24] - How to approach Matt’s agency persona

[00:35:29] - Final advice from Maddy

Resources:

Here’s the article Matt created for Smith.ai

Sendoso.com - The leading sending platform.

Partnerstack.com - Partner tracking and payouts.

Sharework.co - A free account mapping solution.

“We want to get every team thinking about partners and how they can leverage partners and how they can drive value.”

A successful partner program is driven by powerful and consistent enablement, both internally and externally. Mike Stocker knew this when he started to build out the Partner Program at RollWorks and combined forces with Cheryl Bisram to build a first in class partner enablement plan. 2 years and many partners later, they have metrics to prove their success and a team eager to constantly work with partners. Listen in to learn all about the programs they put in place.

Takeaways:

Sections:

[00:02:50] Intro to the program

[00:08:22] State of their partner program and main focus

[00:15:03] Their partnerships tech stack

[00:18:38] Internal alignment on partner enablement

[00:20:07] Customer success and partnerships

[00:23:11] The “Partnerships Maturity Arc”

[00:28:42] Top enablement strategy

Resources:

Sendoso.com - The leading sending platform.

Partnerstack.com - Partner tracking and payouts.

Sharework.co - A free account mapping solution.

https://www.rollworks.com/partners

This is another special episode with a team who are going through some massive changes, - they just made a huge acquisition of another ecomm product while growing their new partner program to secure their place as the mid-market solution.

And they have one person running partnerships, our friend Cory Snyder, VP of channel at Maropost. With him is Ross Paquette, the CEO. Ross does not have experience with partner programs coming into this, but Cory is a channel master.

The two of them have aligned on goals, the strategy, and of course the culture. Ross is fully-bought-into the idea of truly partnering with service providers, implementation experts, consultants. Cory is steering the ship and doing so in a fast and effective way. In this episode, we learn about Corey's jog, crawl, sprint to get this program to viability and profitability quickly.

Sections:

[00:04:54] - Intros

[00:07:39] - Cory’s checkboxes before deciding to run Maropost’s program

[00:11:19] - What’s surprised Ross most during rollout

[00:14:36] - The structure of Maroposts partner program

[00:19:01] - Program metrics and goals

[00:22:38] - What partner's source revenue looks like for Maropost

[00:29:49] - Cory’s SOPs for partner enablement

[00:34:24] - Where Ross is involved day-to-day

[00:42:34] - How customer success interacts with partnerships

Resources:

Sendoso.com - The leading sending platform.

Partnerstack.com - Partner tracking and payouts.

Sharework.co - A free account mapping solution.

https://www.maropost.com/partners/