“If partnerships aren’t a top priority, maybe revenue isn’t either,” says Tyler Calder, CMO at PartnerStack

In this episode of The Content Cocktail Hour, Tyler Calder, Chief Marketing Officer at PartnerStack, talks about the evolving role of partnerships in B2B marketing. Tyler shares his approach to redefining partnerships as a key driver of indirect revenue, explains why companies should shift focus from tactics to outcomes, and explores the parallels between partnerships, marketing, and entrepreneurship. He highlights how PartnerStack applies its own principles, from co-marketing to account-based strategies, and why bias toward action is essential for success.

In this episode, you’ll learn:

1. Why partnerships are more than just integrations—they’re about indirect revenue
2. How to align partnerships with business outcomes, from awareness to revenue
3. The importance of balancing long-term strategy with short-term action

Resources:

Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/ 

Check out The Juice HQ: https://www.thejuicehq.com/ 

Connect with Tyler on LinkedIn: https://www.linkedin.com/in/tyler-calder/

Explore PartnerStack: https://partnerstack.com/

Timestamps:

(00:00) Intro

(02:39) Defining partnerships as indirect revenue

(06:28) Aligning partnerships with strategic business outcomes

(10:45) Why revenue should drive partnership priorities

(14:12) Balancing short-term wins and long-term partnership goals

(19:36) PartnerStack’s partnership-driven marketing strategy