Asher and Kelly are back for another round and in this episode, we go deep on trust. The duo, together with Barrett discuss how you can get tactical with trust, breaking down the components of trust as it blends with the strategic goals of the business. They further explain that building trust in partnerships requires transparency and rigor in order for it to flourish. Tune in to learn more in this latest episode of Partnerships In SaaS.

HIGHLIGHTS

ASHER: THE COMPONENTS OF TRUST

“The way you establish trust is through authenticity, which really equates to consistency over time, right? And then you establish it through competence. And then you establish it through empathy, and those are the components of trust.”

KELLY: BUSINESS AND PARTNER GOALS SHOULD ALIGN

“Whatever stage partner program you're at, you need to ensure that the strategic goals of your business align with what you're looking for partners to do and what you want those relationships to look like.”

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

• Asher Mathew | Demandbase
• Kelly Sarabyn | HubSpot
• Partnership Leaders

If you’re listening to the Partnerships In SaaS, please subscribe, share, and send us your feedback.

• Barrett King | HubSpot | HubSpot.com

“The future belongs to operators who care about Outcomes”

This show is about capturing the stories, the experiences and the 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 Asher Mathew and Kelly Sarabyn. Both hail from Partnership Leaders, an organization aiming to elevate partnership leaders and their companies, Asher is the Co-Founder and a VP from Demandbase, while Kelly is a member and Co-Lead for Women in Partnerships, and is also a Platform Ecosystem Advocate from HubSpot. The three discuss their definition of partnership, its difference from sponsorship, and how “partnering” is different from “partnership”. Tune in to find out more in this latest episode of Partnerships In SaaS.

HIGHLIGHTS

KELLY: DEFINITION OF PARTNERSHIP

“I think partnerships mean organizations who form a mutually beneficial business relationship.”

ASHER: PARTNERSHIP VS SPONSORSHIP

“There's a big difference between a partner and a sponsor, and if you're in a partnership, and one party is paying money to another party, that is not a small partnership, it's a sponsorship.”

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

• Asher Mathew | Demandbase
• Kelly Sarabyn | HubSpot
• Partnership Leaders

If you’re listening to the Partnerships In SaaS, please subscribe, share, and send us your feedback.

• Barrett King | HubSpot | HubSpot.com

“The future belongs to operators who care about Outcomes”

This show is about capturing the stories, the experiences and the 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 and Nikolai discuss the value and importance of establishing trust and credibility in Alliance functions within organizations. Nikolai emphasizes the need to validate that the partner chosen is the correct one for the organization, and to consider the importance of better together stories and mutual moments of value. He suggests looking for a partner that is well established in the market, and considering their opportunity and how they can help the organization penetrate further. Find out more in this latest episode of Partnerships In SaaS.

HIGHLIGHTS

NIKOLAI: FINDING THE RIGHT PARTNERSHIP MODEL

“I think figuring out what's the lay of the land, what kind of engagements that are realistically partnerships, but have not been framed as such as are already in place? And where can you add the most value? And adding that most value is? What is it that you can imagine someone partnering with you and actually building a strategic business unit around you what resume says is most logical so looking for those paths that you can become strategic enough for someone in some kind of a model? That will be something that I would look for.”

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

• Nikolai Avrutov-Rostarchook | Bringg | Bringg.com

If you’re listening to the Partnerships In SaaS, please subscribe, share, and send us your feedback.

• Barrett King | HubSpot | HubSpot.com

“The future belongs to operators who care about Outcomes”

This show is about capturing the stories, the experiences and the 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

IT’S THE AGE OF ALLIED FORCES IN THE BUSINESS ECOSYSTEM

Partnerships can also mean forming alliances, a gathering of parties bonding, and working together for a common goal. In this episode, Barrett welcomes Nikolai Avrutov-Rostarchook, SVP of Alliances for Bringg. Nikolai discusses why partnerships mean being an ecosystem, and it's the future of how companies collaborate to jointly solve customer challenges. Find out more about Niko in this latest episode of Partnerships In SaaS.

HIGHLIGHTS

BARRETT: IT’S AN ECOSYSTEM

“I asked what partnerships mean to you, and your response was, it means ecosystem, it's the future of how companies should collaborate to jointly solve customer challenges.”

NIKOLAI: EXPECTATION VS REALITY

“The ideal theory talks about having integration in place, partnering up figuring out mutual customers uncovering that magic that you already created there, and then going into the market together. But the reality is, you usually figure you want to partner with someone, and then you find customers, and then you start the integrations. But in that middle, both sides have to invest a bit. ”

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

• Nikolai Avrutov-Rostarchook | Bringg | Bringg.com

If you’re listening to the Partnerships In SaaS, please subscribe, share, and send us your feedback.

• Barrett King | HubSpot | HubSpot.com
   

“The future belongs to operators who care about Outcomes”

This show is about capturing the stories, the experiences and the 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 MAKES A PARTNERSHIP VALUABLE? WHAT IS AI’S IMPACT ON AGENCIES?

These are questions that Barrett and Pete Caputa will be answering in Part 2 of their conversation. Barrett and Pete discuss the scientific method and how to sell partnerships by highlighting their end-to-end value to every key player. Pete also explains why AI’s impact on agencies is more of augmenting their capabilities and not replacing its people. Take a deeper dive in this conversation by tuning in to this latest episode of Partnerships In Saas.

HIGHLIGHTS

BARRETT: SELLING END-TO-END VALUE TO PARTNERS

“We should be selling, to your point, end-to-end value, the service provider, the technology company should be selling value to a partner, that partner then should be delivering that value to the customer. Customers should be reciprocating that ROI right back…”

BARRETT: DEFINING THE CO-MARKETING MODEL

“To me, the future is some combination of primary research and AI assistants to the writing, and I think that primary research has to occur off the internet, the primary research has to be done through interviews and spent surveys and gathering intel from real people, not like gathering some snippets and caught ideas or outlines from what already exists on the internet.”

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

• Pete Caputa | Databox | Databox.com

If you’re listening to the Partnerships In SaaS, please subscribe, share, and send us your feedback.

• Barrett King | HubSpot | HubSpot.com
  
   

“The future belongs to operators who care about Outcomes”

This show is about capturing the stories, the experiences and the 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 welcomes Pete Caputa, the CEO and founder of Data Box, to join him in today’s episode. Pete is the original guy who figured out how to partner with agencies and help them grow better. Pete Caputa and Barrett King discussed how Pete's company Data Box started. Pete also discusses the combination of product-led growth and partner-led growth and tells the story of how he started the partner program for Hubspot.

HIGHLIGHTS

BARRETT: DEFINING THE CO-MARKETING MODEL

“So co-marketing, I would classify it really as like, old school, true reselling. So they buy a license, and they can just pay us based on the volume of usage of that license. So it's actually based on the number of data sources that they have.”

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

• Pete Caputa | Databox | Databox.com

If you’re listening to the Partnerships In SaaS, please subscribe, share, and send us your feedback.

• Barrett King | HubSpot | HubSpot.com
   

“The future belongs to operators who care about Outcomes”

This show is about capturing the stories, the experiences and the 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 business, it is essential to understand not only the gap that exists, but also the reason behind it. This is especially important when forming partnerships.

Noam Horenczyk and Barrett King discuss the process of creating valuable content for marketing agencies. Noam describes the mistakes they made in the past of simply presenting their program and what the agency would get out of it. Instead, they began to focus on how their program could help the agency's customers. They also started testing different messaging to see what would be most effective in getting agencies on board. Find out more in this latest episode of Partnerships In SaaS.

HIGHLIGHTS

BARRETT: UNDERSTANDING BEYONG THE GAP

“It was always about understanding, not just the gap itself, but perhaps the why, and so I think about from a partnerships perspective, in particular, when you're building from the ground up, the intersections of the partner, your business, and the value, the customer gets to become this hyper-focused moment.”

NOAM: THE VALUE OF GIVING AWAY VALUE

“I need to work on making sure that they understand that the value that they will get from working with us is not, hey, here's another lead. It's like, Hey, here's another service, I can actually sell secondary, but primarily, like actual service throughout the year, because that's what they care about.”

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

• Noam Horenczyk | Walnut | Walnut.io

If you’re listening to the Partnerships In SaaS, please subscribe, share, and send us your feedback.

• Barrett King | HubSpot | HubSpot.com

“The future belongs to operators who care about Outcomes”

This show is about capturing the stories, the experiences and the 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 and today we have Noam Horenczyk, Head of Partnerships of Product & Business at Walnut, who is responsible for product partnerships and business partnerships at Walnut, an organization that provides a platform for people to manage their finances. He creates and manages partner programs, including referral programs, agency programs, and affiliate programs.

Noam discusses the company's focus on helping other companies create customized and shared demos. He describes how this helps sales teams by providing a more interactive and engaging experience for buyers. He also talks about how Walnut is adaptable to the changing needs of sales teams, and how they are always looking for ways to improve the sales process. Find out more in this latest episode of Partnerships In SaaS.

HIGHLIGHTS

BARRETT: HANDLING BOTH PRODUCT & BUSINESS PARTNERSHIPS

“I'm in charge from the product side of integrations vision and strategy and actually how they're going to look on the business side. It's creating a partner program from scratch. So now we have a referral program. We have an agency program, we have an affiliate program, and we're kind of like trying to see how those programs can help us evolve and generate more revenue and more business.”

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

• Noam Horenczyk | Walnut | Walnut.io

If you’re listening to the Partnerships In SaaS, please subscribe, share, and send us your feedback.

• Barrett King | HubSpot | HubSpot.com

“The future belongs to operators who care about Outcomes”

This show is about capturing the stories, the experiences and the 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 WILL YOU GET WHEN YOU CROSS VIDEO, PARTNERSHIPS, SALES, AND BRANDS ALTOGETHER?

In this episode, Barrett and Gary talk about the benefits of a freemium business model, the importance of partnership in the sales process, and the power of video in partner communications. Find out more in this latest episode of Partnerships In SaaS.

HIGHLIGHTS

BARRETT: YOU'RE NOT GOING TO MARKET, YOU'RE BUILDING A MARKET

“Forget the product, forget anything else, just, you're going to mark it with something new, in some ways, a category creator, you know, you're doing it in a way that says to your customer, we're going to give this to you and give you this value for free.”

GARY: EVERY INTERACTION IS AN OPPORTUNITY OF CAPTURING VALUE

“”

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

• Gary Zurnamer | Vouch on LinkedIn | VouchFor.com

If you’re listening to the Partnerships In SaaS, please subscribe, share, and send us your feedback.

• Barrett King | HubSpot | HubSpot.com

“The future belongs to operators who care about Outcomes”

This show is about capturing the stories, the experiences and the 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 King interviews Gary, CEO of Vouch. Vouch is an async video platform that helps companies capture and share video content. Gary and Barrett discuss how Vouch can be used to capture customer and partner voices, and how this can be helpful for companies.

HIGHLIGHTS

GARY: PARTNERSHIPS AND INTEGRATIONS

“We think about partnerships, in a broader integration sense, how do we get content into spaces for people? And then how do we partner with those tools or those SaaS companies to leverage it?”

GARY: EVERY INTERACTION IS AN OPPORTUNITY OF CAPTURING VALUE

“I think every interaction that you have with a partner is an opportunity to capture something valuable.”

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

• Gary Zurnamer | Vouch on LinkedIn | VouchFor.com

If you’re listening to the Partnerships In SaaS, please subscribe, share, and send us your feedback.

• Barrett King | HubSpot | HubSpot.com

“The future belongs to operators who care about Outcomes”

This show is about capturing the stories, the experiences and the 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