We are back with another episode and today, Barrett welcomes Philip Kushmaro, VP of Growth Marketing at Align. Their discussion is focused on partnerships in business, with an emphasis on the importance of human-to-human interaction. Philip discusses the different types of partnerships in detail, including tech partnerships, affiliate partnerships, and marketing partnerships.

According to Philip, identifying which type of partnership to lead with depends on resources and budget. He emphasizes that building the partnership relationship involves providing value to the potential partner and taking a foot-in-the-door approach. There’s a whole lot more to learn, so tune in to this latest episode of Outcomes.

INSIGHTS FOR BETTER OUTCOMES

PHILIP: HUMAN-TO-HUMAN INTERACTION

“At the end of the day, every single interaction when it comes to business, whether it's B2B or B2C, it's H2H. So human-to-human,”

PHILIP: GET AHEAD BY EXPRESSING YOUR HELP

“When you speak to somebody about you helping them right off the bat, it already gives you an IN, it's already like a foot in the door.”

You can connect with Philip and his work through the link below:

• LinkedIn - https://www.linkedin.com/in/philipkushmaro/
• Align: https://aligntoday.com/

This podcast is built with Partnership Leaders, the preeminent industry association for partnership, channel, and business development leaders.

If you love listening to Outcomes, please subscribe, share, and send us your feedback.

• LinkedIn (Barrett) - https://www.linkedin.com/in/barrettjking/
• LinkedIn (HubSpot) - https://www.linkedin.com/company/hubspot/
• Website - https://www.hubspot.com/

“The future belongs to operators who care about Outcomes.”

This show is about capturing the stories, experiences, and tactical advice of those across partnerships who have done the work and have something to say about it. 

"Outcomes" - where Partnerships & SaaS meet!

Join Partnerships Leaders Here: https://refer.partnershipleaders.com/barrett5

Welcome back to another episode of Outcomes, and today, we return to where Barrett and Kevin Dunn’s conversation left off where they discuss key considerations for building a partner learning program, including capturing and processing knowledge, leveraging real-world examples and subject matter experts. 

Barrett and Kevin also discuss tailoring content for partner audiences and prioritizing and aligning KPIs while emphasizing the importance of listening to partners and learners for input and using data to determine the next topic. They highlight the importance of paying attention to data to make informed decisions. Find out more in this latest episode of Outcomes.

INSIGHTS FOR BETTER OUTCOMES

KEVIN: PARTNERS AS SUBJECT MATTER EXPERTS

“Another really important point of emphasis is leveraging partners themselves to also be subject matter experts to help make sure that the messaging is aligned with what the partner experience is for your business, but then they can also share those real-world examples, here's a practical application of the concepts in that training.”

You can connect with Kevin and his work through the link below:

• LinkedIn - https://www.linkedin.com/in/hubspotkevin/

This podcast is built with Partnership Leaders, the preeminent industry association for partnership, channel, and business development leaders.

If you love listening to Outcomes, please subscribe, share, and send us your feedback.

• LinkedIn (Barrett) - https://www.linkedin.com/in/barrettjking/
• LinkedIn (HubSpot) - https://www.linkedin.com/company/hubspot/
• Website - https://www.hubspot.com/

“The future belongs to operators who care about Outcomes.”

This show is about capturing the stories, experiences, and tactical advice of those across partnerships who have done the work and have something to say about it. 

"Outcomes" - where Partnerships & SaaS meet!

Join Partnerships Leaders Here: https://refer.partnershipleaders.com/barrett5

We are in for a conversation that’s been a long time coming as Barrett welcomes Kevin Dunn, VP of Industry Sales, Retail and CPG at LiveRamp. Kevin emphasizes that partnerships are built for mutually assured success, requiring co-creation and collaboration to be successful. Partners should be the heroes of the partnership and it's essential to make sure your partner program is centered around your customers' challenges. Learn more about Kevin in this latest episode of Outcomes.

INSIGHTS FOR BETTER OUTCOMES

KEVIN: DEFINITION OF PARTNERSHIP

“I think the mutually assured success is probably where I would double down into. But again, because there's a partnership, there has to be an element of co-creation, and so it's not just one delivering value for the other and vice versa, but there has to be some sort of collaboration or co-ownership, or whatever initiative strategies content there is within.”

KEVIN: GET THE SUBJECT MATTER EXPERTS INVOLVED

“Find the subject matter experts across your organization and fold them into the process. Oftentimes, we call them professors, they're the shepherds through our project management.”

You can connect with Kevin and his work through the link below:

• LinkedIn - https://www.linkedin.com/in/hubspotkevin/

This podcast is built with Partnership Leaders, the preeminent industry association for partnership, channel, and business development leaders.

If you love listening to Outcomes, please subscribe, share, and send us your feedback.

• LinkedIn (Barrett) - https://www.linkedin.com/in/barrettjking/
• LinkedIn (HubSpot) - https://www.linkedin.com/company/hubspot/
• Website - https://www.hubspot.com/

“The future belongs to operators who care about Outcomes.”

This show is about capturing the stories, experiences, and tactical advice of those across partnerships who have done the work and have something to say about it. 

"Outcomes" - where Partnerships & SaaS meet!

Join Partnerships Leaders Here: https://refer.partnershipleaders.com/barrett5

Barrett continues his conversation with Channext Founder Rick van den Bosch, as they discuss the importance of personal accountability and doing work together for better value delivery early on in the partnership. 

They also touch on knowledge transfer for longevity and sustainability, optimizing cost structure, successful programs that implement early value, automated digital partner journey, and finding the right message for the right partner at the right time. 

Rick also introduces us to the Partner Success Platform, one-to-one relationship vs. partner ecosystem, and combining all forms of partnerships. They both highlight the importance of spending more time in the early stages of a partnership to make them successful, which will lead to fewer partners but more efficient partner management. 

Rick discusses the 3X3 rule, where your involvement with your partner’s work is broken down into 3 instances in 3 stages, and you will learn about this and more in this latest episode of Outcomes.

INSIGHTS FOR BETTER OUTCOMES:

RICK: THE 3X3 RULE OF INVOLVEMENT

“The first 3 times you do it, the second 3 times, you do it together, but the last 3 times they completely do it, and you only give feedback. I think that's actually great thinking about partnerships as well, because the first time you show them how it's done, then you let them practice, but you step in, whenever whenever you think it's necessary, and the last 3 times you let them do it completely. Because indeed, they have to be able to run it themselves.”

You can connect with Rick and his work through the links below:

• LinkedIn - https://www.linkedin.com/in/rickvandenbosch/
• Channext - https://channext.com/

This podcast is built with Partnership Leaders, the preeminent industry association for partnership, channel, and business development leaders.

If you love listening to Outcomes, please subscribe, share, and send us your feedback.

• LinkedIn (Barrett) - https://www.linkedin.com/in/barrettjking/
• LinkedIn (HubSpot) - https://www.linkedin.com/company/hubspot/
• Website - https://www.hubspot.com/

“The future belongs to operators who care about Outcomes.”

This show is about capturing the stories, experiences, and tactical advice of those across partnerships who have done the work and have something to say about it. 

"Outcomes" - where Partnerships & SaaS meet!

Join Partnerships Leaders Here: https://refer.partnershipleaders.com/barrett5

In this episode, Barrett welcomes Rick van den Bosch, Founder and CEO of Channext. They discuss the topic of partnership optimization and identifying inactive partners within a partner program. Rick emphasized the importance of partnership being a mutual decision and that partnerships should be about helping each other grow. He also stressed that curiosity is a crucial element in the early phases of a partnership.

To identify inactive partners, Rick suggested looking at the entire partner journey, including recruitment, onboarding, training, co-marketing, and co-selling. He recommended finding an ideal partner profile fit and creating a partner success plan with clear milestones. Early value moments are crucial in partnerships, and generating revenue together is the best way to keep partner engagement. Stay tuned to learn more in this latest episode of Outcomes.

INSIGHTS FOR BETTER OUTCOMES:

RICK: CONNECTED IN FREEDOM TO MUTUALLY GIVE ENERGY

“It's a Dutch saying actually, but in English, we would translate it as something like connected in freedom, which means you want to be together, but you're not forced to be together, because you want to be together because you really help each other grow. And I think that's what partnerships should really be all about where you have like an equal partnership, and you continuously give each other energy versus costing each other energy”

You can connect with Rick and his work through the links below:

• LinkedIn - https://www.linkedin.com/in/rickvandenbosch/
• Channext - https://channext.com/

This podcast is built with Partnership Leaders, the preeminent industry association for partnership, channel, and business development leaders.

If you love listening to Outcomes, please subscribe, share, and send us your feedback.

• LinkedIn (Barrett) - https://www.linkedin.com/in/barrettjking/
• LinkedIn (HubSpot) - https://www.linkedin.com/company/hubspot/
• Website - https://www.hubspot.com/

“The future belongs to operators who care about Outcomes.”

This show is about capturing the stories, experiences, and tactical advice of those across partnerships who have done the work and have something to say about it. 

"Outcomes" - where Partnerships & SaaS meet!

Join Partnerships Leaders Here: https://refer.partnershipleaders.com/barrett5

In today’s episode, Shana Steigerwalt is back with Barrett to discuss the importance of building successful partnerships in business. They emphasize that partnerships should be mutually beneficial and require work from both parties to succeed. Clear communication, transparency, and trust are essential for maintaining successful partnerships. 

They also touch upon the importance of evaluating and courting potential partners, focusing on achieving shared goals, experimenting to find areas of opportunity, and using data to make decisions and drive optimization. They also explain that it is vital to be willing to experiment, optimize, and adjust strategies continually. 

Also, they emphasize the importance of using data to drive decisions and build trust throughout the relationship. Discover this in detail in this latest episode of Outcomes.

INSIGHTS FOR BETTER OUTCOMES:

SHANA: PARTNERS MUST MEET HALFWAY

“As you mature as a business, you go through the process of discovery and evaluation, and if you see that they're also not willing to put in any work to make the partnership work, you're going to fall flat, you're not going to be able to get them the results, you're not going to be able to take on their brand voice because they're not willing to participate.”

SHANA: TRANSPARENT TO THE CORE

“Yeah, of course, it's going to start off with that idea of experimentation; you have to have a plan, you have to have a goal, you have to have a roadmap forward. But until you start to execute and build up that data, you're not going to be able to adjust and realign, and that's all going to have to be transparent all the way throughout the relationship.”

You can connect with Shana and his work through the links below:

• LinkedIn - https://www.linkedin.com/in/shanasteigerwalt/
• Modern Driven Media - https://www.moderndrivenmedia.com/

This podcast is built with Partnership Leaders, the preeminent industry association for partnership, channel, and business development leaders.

If you love listening to Outcomes, please subscribe, share, and send us your feedback.

• LinkedIn (Barrett) - https://www.linkedin.com/in/barrettjking/
• LinkedIn (HubSpot) - https://www.linkedin.com/company/hubspot/
• Website - https://www.hubspot.com/

“The future belongs to operators who care about Outcomes.”

This show is about capturing the stories, experiences, and tactical advice of those across partnerships who have done the work and have something to say about it. 

"Outcomes" - where Partnerships & SaaS meet!

Join Partnerships Leaders Here: https://refer.partnershipleaders.com/barrett5

What does it mean to be aligned with your partnerships? How do you determine if you and your partners are completely aligned with each other?

In today’s episode, Barrett welcomes Shana Steigerwalt, Founder and President of Modern Driven Media. Shana shares what partnerships mean to her, that there should be alignment between the partnering parties, and that they should be enjoyable. Shana also talks about the key to how partnerships grow and succeed. Find out more in this latest episode of Outcomes.

INSIGHTS FOR BETTER OUTCOMES:

SHANA: DEFINITION OF PARTNERSHIPS

“Partnerships, to me, are basically teams that have the same aligned goals that you want to work with.”

SHANA: IT SHOULD BE ENJOYABLE

“I feel like a lot of people forget the element of enjoying working with the teams that you're working with.”

SHANA: ALIGN WITH THE PEOPLE WHO ARE BEST AT YOUR WEAKNESSES

“If you're not willing to reach out, you can't be great at everything, and your team can't be great at everything, either. So understand where your weaknesses are, where some of your blind spots are, and align with people that are the best at that.”

You can connect with Shana and his work through the links below:

• LinkedIn - https://www.linkedin.com/in/shanasteigerwalt/
• Modern Driven Media - https://www.moderndrivenmedia.com/

This podcast is built with Partnership Leaders, the preeminent industry association for partnership, channel, and business development leaders.

If you love listening to Outcomes, please subscribe, share, and send us your feedback.

• LinkedIn (Barrett) - https://www.linkedin.com/in/barrettjking/
• LinkedIn (HubSpot) - https://www.linkedin.com/company/hubspot/
• Website - https://www.hubspot.com/

“The future belongs to operators who care about Outcomes.”

This show is about capturing the stories, experiences, and tactical advice of those across partnerships who have done the work and have something to say about it. 

"Outcomes" - where Partnerships & SaaS meet!

Join Partnerships Leaders Here: https://refer.partnershipleaders.com/barrett5

Evangelist and GTM Leader Jill Rowley is back with Barrett for another round, and in this episode, they continue to discuss how language impacts partnerships and their outcomes.

Jill and Barrett touch on how to effectively develop customer advocacy by being an advocate for your customer first, the “surround strategy” for customers, shifting the language of your brand, the shift from channel to partner, and many more. So make sure to stay tuned until the end of this latest episode of Outcomes.

INSIGHTS FOR BETTER OUTCOMES:

JILL: CUSTOMER ADVOCATES ARE THE BEST SALESPEOPLE

“I say often that your best salespeople are not on your payroll, kind of customer advocates.”

JILL: ADVOCATE FOR YOUR CUSTOMERS FIRST

“We have to be the best advocates for our customers before we can ever add them to our customer advocacy program and get them to be our advocates.”

JILL: SURROUND THE CUSTOMER WITH YOUR PRESENCE

“The people who surround the customer, the communities, the channels where they consume, it's this surround strategy, so that it doesn't feel like in their customer journey that I'm just showing up and sitting next to them at the table.”

You can connect with Jill and his work through the links below:

• LinkedIn - https://www.linkedin.com/in/jillrowley/
• Stage 2 Capital - https://www.stage2.capital/

This podcast is built with Partnership Leaders, the preeminent industry association for partnership, channel, and business development leaders.

If you love listening to Outcomes, please subscribe, share, and send us your feedback.

• LinkedIn (Barrett) - https://www.linkedin.com/in/barrettjking/
• LinkedIn (HubSpot) - https://www.linkedin.com/company/hubspot/
• Website - https://www.hubspot.com/

“The future belongs to operators who care about Outcomes.”

This show is about capturing the stories, experiences, and tactical advice of those across partnerships who have done the work and have something to say about it. 

"Outcomes" - where Partnerships & SaaS meet!

Join Partnerships Leaders Here: https://refer.partnershipleaders.com/barrett5

Partnerships and businesses are built on connections and relationships. The question is, how do you build relationships? Relationships are built through communication with the proper language.

In this episode, Barrett welcomes Jill Rowley, GTM Advisor at Stage 2 Capital. Jill emphasizes that language matters in the field of business and partnerships. Together, Jill and Barrett tackle the importance of language as a foundation for a partnership that focuses on outcomes. Learn more in this latest episode of Outcomes.

HIGHLIGHTS

JILL: WHAT PARTNERSHIP MEANS FOR ME

“Shared value at the heart, it's about everybody doing more and better together. Yeah, I love it, shared value and focusing on outcomes.”

JILL: WORDS THROUGH THE LENS OF THE CUSTOMER MATTER

“I think that language absolutely matters and words matter, and what I think about is the lens of the customer, your future customers; what would they want? What would make them feel good?”

JILL: WHERE TO LEARN YOUR CUSTOMER’S LANGUAGE

“Leadership and changing the way that they talk and kind of learning that language from their customers. I think that's where we first learn the language.”

You can connect with Jill and his work through the links below:

• LinkedIn - https://www.linkedin.com/in/jillrowley/
• Stage 2 Capital - https://www.stage2.capital/

This podcast is built with Partnership Leaders, the preeminent industry association for partnership, channel, and business development leaders.

If you love listening to Outcomes, please subscribe, share, and send us your feedback.

• LinkedIn (Barrett) - https://www.linkedin.com/in/barrettjking/
• LinkedIn (HubSpot) - https://www.linkedin.com/company/hubspot/
• Website - https://www.hubspot.com/

“The future belongs to operators who care about Outcomes.”

This show is about capturing the stories, experiences, and tactical advice of those across partnerships who have done the work and have something to say about it. 

"Outcomes" - where Partnerships & SaaS meet!

Join Partnerships Leaders Here: https://refer.partnershipleaders.com/barrett5

You get the best opportunities with the right network. This goes the same with partnerships, if you have the right partners, you have the best opportunity to do business. This means that engaging with partners needs some planning, it has steps. 

Eran Rosenblum is back for round 2 with Barrett and in this episode, they talk about the steps to take before engaging with partners, where to start and where to go, using the consultative approach, and many more. Learn more by tuning in to this latest episode of Outcomes.

HIGHLIGHTS

ERAN: CAPTURE YOUR PARTNER’S VOICE

“You have to capture the voice of the partner, in order to make sure that you can, multiply that and engage with the right partners moving forward.”

ERAN: CHOOSING THE RIGHT PARTNER

“Turn the conversation into more of a consultative approach methodology, so instead of just bombarding them with ‘Yeah, we've changed the partner program elements, we have new offering feature and functionality, we have a new set of papers and decks that you can check’ just put in place a process and ask them what was done so far, that was good, bad, worse, what can be done differently on a regular basis moving forward.”

You can connect with Eran and his work in the links below:

• LinkedIn - https://www.linkedin.com/in/eranr/
• PartnerNow website: https://www.partner-now.com/

This podcast is built with Partnership Leaders, the preeminent industry association for partnership, channel, and business development leaders.

If you love listening to Outcomes, please subscribe, share, and send us your feedback.

• LinkedIn (Barrett) - https://www.linkedin.com/in/barrettjking/
• LinkedIn (HubSpot) - https://www.linkedin.com/company/hubspot/
• Website - https://www.hubspot.com/

“The future belongs to operators who care about Outcomes.”

This show is about capturing the stories, experiences, and tactical advice of those across partnerships who have done the work and have something to say about it. 

"Outcomes" - where Partnerships & SaaS meet!

Join Partnerships Leaders Here: https://refer.partnershipleaders.com/barrett5