Jared Fuller properly defines Nearbound in this snippet of the Nearbound audiobook. Why Nearbound, why now? Listen to the full audiobook available on Amazon now.Chapters:00:00 What is Nearbound?01:19 Nearbound in a Word07:00 Building Up from First Principles11:06 Why Nearbound, Why Now?20:05 Network Effects Explained27:28 A Brief History of Network Effects40:33 Different Types of Network Effects46:12 The Nearbound Methodology - What You Need To Do Today.

Jared and Isaac discuss the internet's re-platforming towards AI and GPU tech, and potential challenges for SaaS due to automation and consolidation. Listen in to learn how to navigate the "Who Economy" through strategic partnerships and build resilience in a changing market.TakeawaysThe book 'Nearbound and the Rise of the Who Economy' has been well-received, with people implementing the ideas and strategies discussed.Partnerships are an important aspect of marketing, and if people are not talking about you, they are not thinking about you.New terminology, such as 'Nearbound', is necessary to facilitate discussions and explore new strategies.Partnerships play a role in social media and events, and their importance should not be underestimated.Partner-led growth focuses on GTM resources on accounts nearest to the business and its partners. Partnerships are crucial for reaching buyers and should be based on understanding customer preferences and trusted voices.The tech industry is witnessing the emergence of unlikely partnerships, such as Apple and Google, as companies navigate the replatforming of the internet.The SaaS industry is facing disruption and consolidation, with AI and automation potentially reducing the need for certain tools and services.Interdependence and resilience are key in times of disruption, and companies should seek out partnerships that allow them to survive and thrive.The pace of change is accelerating, and companies have a limited time to adapt and create interdependence within their departments.Chapters00:00 The Reception of 'Nearbound and the Rise of the Who Economy'08:49 The Debate and Criticism Surrounding Nearbound25:07 Unlikely Bedfellows: Emerging Partnerships in the Tech Industry38:37 The Re-platforming of the Internet and the Disruption of the SaaS Industry

Clint Oram, CSO of SugarCRM, dives into the origins of the company as an open-source CRM platform and explains the importance of building an ecosystem and community around a product. Clint shares insights on the challenges and benefits of embracing open source and API-first approaches, as well as the value of creating loyal customers through partnerships. They also explore the mindset of successful founders and the need to balance product development with go-to-market strategies.TakeawaysBuilding an ecosystem and community around a product is essential for creating loyal customers and driving growth.Embracing open source and API-first approaches can enable developers to build on top of a product and create value-added solutions.Successful founders understand the importance of letting go and empowering others to drive success.Creating a killer product that solves a real pain point is crucial for long-term success.Balancing product development with go-to-market strategies, including marketing, sales, and customer success, is essential for creating loyal customers. Growing beyond the early adopter market is crucial for sustained growth.Partnerships should be a two-way street, with both sides bringing value and customers.AI has the potential to augment human productivity and solve complex problems.Blockchain can address privacy concerns created by AI.The future will be shaped by AI and blockchain, leading to a more productive and trustworthy world.Chapters00:00 Introduction and Background01:20 The Origins of SugarCRM as an Open-Source Platform08:13 Embracing Open Source and API-First Approaches13:09 The Importance of Well-Designed APIs24:34 Creating a Killer Product that Solves a Real Pain Point25:26 Balancing Product Development with Go-to-Market Strategies26:06 Growing Beyond the Early Adopter Market29:52 The Evolution of Partnerships34:31 The Potential of AI41:57 The Role of Blockchain in Addressing Privacy Concerns48:35 Shaping a Productive and Trustworthy Future

Nelson Wang, the Global Head of Partnerships at Airtable, talks about the importance of transitioning from tactics to principles in building successful partner programs. Nelson shares his experience in building partner programs and emphasizes the value of customer interviews and first principles. He also addresses the challenge of long-term thinking in a short-term job market and the importance of assessing customer needs and building trust. TakeawaysTransitioning from tactics to principles is crucial in building successful partner programs.Customer interviews and understanding their pain points are essential for building customer-centric partner programs.Sharing lessons and experiences can help others be more successful and make their lives easier.Balancing short-term wins with long-term trust is important in building sustainable partner programs.Assessing customer needs and building trust are key components of successful partnerships. Being customer-obsessed is crucial for long-term success in partnerships.Helping customers reach their desired outcomes is the key to creating value.Saying no and prioritizing key initiatives is essential for success.Quality is more important than quantity in partnerships.Chapters00:00 Introduction and Teaser of the Book01:10 Using Airtable for Workbook Creation03:06 Transitioning from Tactics to Principles05:39 The Importance of Customer Interviews07:17 The Value of First Principles08:56 Nelson Wang's Motivation to Share Lessons10:38 Balancing Short-Term Wins and Long-Term Trust19:17 The Challenge of Long-Term Thinking in a Short-Term Job Market20:49 Assessing Customer Needs and Building Trust25:31 Customer Obsession and Long-Term Success26:27 Setting Up a Partner Program for Long-Term Success27:04 The Importance of Being Customer-Obsessed28:01 Helping Customers Reach Their Promised Land28:29 Making Hard Asks in Pursuit of Customer Outcomes29:54 Outside-In Approach and Focusing on Customer Outcomes30:15 Being Bold in Pursuit of Customer Outcomes31:32 The Importance of Saying No and Prioritizing32:36 Knowing Your Customers and Partners33:31 Focusing on Key Priorities at Different Company Stages34:31 Quality Over Quantity in Partnerships36:46 Avoiding Shiny Object Syndrome37:12 The Importance of Making Good Decisions38:11 The Power of Compound Interest in Partnerships41:23 Getting Buy-In from Leadership42:20 Presenting Strategy to CXOs and Boards44:17 Sharing Strategy and Getting Feedback46:49 The Importance of Quality in Partnerships

Join Max Traylor, Isaac Morehouse, and Jared Fuller on a rollercoaster ride through the agency ecosystem, where  AI looms large. In this episode, Max unpacks the future of consulting, shares tales from the trenches, and offers a preview of his upcoming book, 'The World's Worst Book for Consultants.' This episode is a MUST listen for those eager to challenge the status quo of the consulting world.TakeawaysBuilding trust and confidence with clients is crucial for agencies.Documenting and recording the process can help agencies navigate challenges and build credibility.Strategic agencies that have experience in implementing new services are more likely to succeed.The rise of AI will disrupt the agency industry, but strong relationships with clients' leadership teams will remain valuable. Building strong relationships with trusted partners is crucial in uncertain times.Humor can be a valuable tool in consulting and building connections.Questioning traditional consulting advice and exploring unconventional approaches can lead to innovative solutions.Breaking into people's physical world and providing tangible, memorable experiences can enhance the impact of consulting services.Chapters00:00 Introduction and Excitement01:13 The Challenges of Agencies06:29 Building Trust and Confidence08:20 Documenting and Recording the Process10:32 Customer Success as the Foundation12:00 The Importance of Experience and Trust13:41 The Role of Strategy in Agency Programs15:05 Balancing Strategy and Implementation21:31 The Impact of AI on Agencies24:52 The Future of Go-to-Market and Trust30:09 Building Strong Relationships32:08 The World's Worst Book for Consultants33:14 The Worst Advice from Consultants36:39 Humor in Consulting38:44 The Secret Project40:19 The Beers of Max41:20 The Pirate Island Problem42:34 Breaking into the Physical World

In this episode,  Jacco van der Kooij joins Jared and Isaac to discuss the importance of selling customers what they want and helping them succeed. He emphasizes the role of recurring revenue in driving impact and the need to focus on long-term profitability. They also explores the tension between AI and trust, with Jacco highlighting the need for time to build trust in AI-driven experiences. The delayed adoption of AI in go-to-market motions is discussed, along with the future of AI and the challenge of predicting its timeframe. Jacco predicts the rise of go-to-market quality management and the role of AI as the 'robot' of the go-to-market industry. The conversation concludes with a discussion on the replacement of SDRs by AI and the importance of passion and expertise in achieving success. Takeaways Buyers are becoming increasingly wary of traditional inbound and outbound strategies, making it challenging to reach them effectively. Trust is the new data, and buyers are more likely to trust voices that have been to the places they want to go. Education plays a crucial role in building trust with customers, but it is important to consider the source and context of the information. Aligning go-to-market motion with the product can lead to faster growth and success. Industry expertise and passion are key factors in building trust and driving sales.Reviews and recommendations from trusted sources are more valuable than ratings alone. Sell customers what they want and help them succeed to drive recurring revenue and long-term profitability. Building trust in AI-driven experiences takes time and requires a focus on delivering value to customers. The adoption of AI in go-to-market motions has been delayed compared to other industries, but its impact will be significant. Predicting the timeframe of AI's development is challenging, but it is important to anticipate changes sooner rather than later. The future of go-to-market will involve the rise of go-to-market quality management and the use of AI as a key tool. AI has the potential to replace certain roles, such as SDRs, in the go-to-market process. Passion and expertise are crucial for success in any field, and individuals should focus on aligning their work with their passions. Embrace change and be prepared to adapt to the evolving landscape of go-to-market strategies. Chapters 00:00 Introduction and Setting the Stage 01:21 The Challenge of Reaching Buyers 06:26 Trust as the New Data 09:21 The Importance of Education and Context 13:39 The Role of Education in Building Trust 19:33 The Challenge of GTM Alignment in Different Industries 20:28 The Importance of Trustworthy Reviews and Recommendations 23:37 The Future of Sales: Experts and Passion 25:53 The Importance of Selling Customers What They Want 28:12 The Tension Between AI and Trust 29:06 The Delayed Adoption of AI in Go-to-Market Motions 30:35 The Future of AI and Predicting the Timeframe 34:57 The Rise of Go-to-Market Quality Management 38:02 AI as the Robot of the Go-to-Market Industry41:41 The Replacement of SDRs by AI 42:57 Passion and Expertise as the Key to Success

In this episode, Jared and Lizzie Chapman discuss the success of the book 'Nearbound and the Rise of the Economy' and the changes happening in the MarTech and advertising industry. They delve into the concept of collaborative go-to-market (GTM) and RevOps Venture, highlighting the need for a cohesive strategy that brings together product, sales, marketing, and partnerships. The conversation explores the different growth motions, including product-led, sales-led, and partner-led growth, and how they can work together to drive success.Takeaways:The days of silos in go-to-market strategies are over, and companies need to adopt a collaborative approach that brings together product, sales, marketing, and partnerships.Different growth motions, such as product-led, sales-led, and partner-led growth, can work together to drive success, and companies should consider a multi-faceted strategy that leverages the strengths of each approach.Language and strategy alignment are crucial in building effective partnerships, and it's important to meet people where they are in their understanding of partnership concepts.The role of partnership leaders is evolving, and they may become more involved in overall business strategy and go-to-market planning.Partnerships require a comprehensive strategy that leverages strengths and considers all aspects of the business.Partner leaders should lean into their background and expertise to drive success in partnerships.The lack of standardization in integrations hinders efficiency and scalability.The network effect of industry standards, such as OpenRTB, can benefit all participants. Blockchain technology may play a role in standardizing integrations and ensuring data accuracy.Chapters:00:00 Introduction and Book Success 01:12 Changes in MarTech and Advertising03:02 The End of Silos and the Need for Collaboration 04:09 Tools and Strategies for Go-to-Market Leaders05:15 Expanding Across Different Growth Motions 06:43 The Convergence of Sales and Product in SaaS 08:31 The Evolving Role of Partnership Leaders 09:34 Different Approaches to Growth: Product-led, Sales-led, and Partner-led 13:09 The Overlap and Interaction of Different Growth Strategies 21:20 The Importance of a Comprehensive Strategy 23:08 Thinking Holistically and Leveraging Strengths 24:35 The Role of Mindset in Partnerships 25:30 The Potential for Growth in Partner Leadership 28:46 Standards in the Ad Tech Industry 29:07 The Wild West of Integrations 33:24 The Need for Standardization in Integrations 37:27 The Network Effect of OpenRTB 38:21 The Potential Exhaust and Network Effects of Integrations 42:15 The Role of Blockchain in Standardization

Calen Holbrooks, VP of Integrated and Partner Marketing at Zoom Info, discusses the role of integrated and partner marketing in driving growth and profitability.  She explains how integrated marketing orchestrates all marketing activities and channels, while partner marketing focuses on creating win-win scenarios with external businesses.Takeaways:Integrated marketing orchestrates all marketing activities and channels, while partner marketing focuses on creating win-win scenarios with external businesses. Partnerships are crucial for breaking into new markets and expanding into the enterprise space. Conversational intelligence and AI can provide valuable insights for informing partnerships and driving growth. Achieving profitability and free cash flow requires a focus on efficiency and leveraging partnerships to maximize resources.Chapters:00:00 Introduction and Background01:25 Defining Integrated and Partner Marketing02:25 Understanding Partner Marketing04:21 Nearbound Marketing05:51 Leveraging Partners in Integrated Campaigns07:23 Strategic Approach to Partner Selection08:25 Measuring Partner Influence10:25 Account Executive Collaboration with Partners11:38 Scaling Partner Collaboration12:49 Breaking into New Markets with Partners14:49 Partnering with Competitors16:32 Navigating Partnerships in the AI Space19:11 Building Expertise in New Industries21:45 Expanding into New Markets with Partners23:16 Leveraging Conversational Intelligence for Insights25:04 Using AI to Inform Partnerships26:00 The Importance of Partnering in the AI Space31:58 Driving Profitability and Growth through Partnerships34:07 Achieving Profitability and Free Cash Flow36:44 Unlocking Growth with Partnerships38:14 Conclusion and Book Plug

Jared Fuller's new book "Nearbound and the Rise of the Who Economy" launches today! In today's episode, Isaac and Jared talk through the power of influencer partnerships, with Snoop dogg and Solo Stoves as an example, the future of partnerships, and the cover more detail on the Nearbound book.Takeaways:The official launch of Nearbound and the Rise of the Who Economy is today!Nearbound marketing represents a unified approach to sales, marketing, and partnerships.Partnerships are crucial for business growth, offering a framework for collaboration and mutual benefit.Real-world examples and anecdotes provide insights into successful partnership strategies.The importance of aligning partnerships with business objectives and market demands.Chapters:00:00 - Introduction: Nearbound Podcast Kickoff04:21 - Snoop Dogg and Solo Stoves Partnership: A Case Study07:23 - Influencer Partnerships: What Works and What Doesn't10:25 - Nearbound in Action: Real-World Applications and Strategies14:49 - The Importance of Product and Influencer Alignment16:32 - Lessons from Failed Partnerships19:11 - Strategic Approach to Partner Selection and Collaboration23:16 - The Future of Nearbound: Building a Culture of Partnership26:00 - Nearbound the Book: A Comprehensive Guide to Partnership Success31:58 - Conclusion: The Nearbound Philosophy and Its Impact on Business Growth

Jay McBain and Jared Fuller discuss the decade of the ecosystem, highlighting the shift towards partnerships that are more strategic in nature as opposed to transactional. Jay explains the transformative power of Nearbound strategies, backed by compelling statistics and real-world examples. Explore the shift from transactional to strategic partnerships and the critical importance of integration-first buying behavior. Tune in to grasp the narrative and actionable strategies behind this paradigm shift.TakeawaysTransformative shift towards ecosystems and partnerships, emphasizing the importance of moving from transactional to strategic collaborations.Nearbound strategies are highlighted as essential for companies across industries to navigate the evolving landscape of strategic partnerships and ecosystems successfully.Jay McBain discusses key statistics, such as 75% of the world economy being sold through partners, and shares real-world examples to support the case for Nearbound strategies. The $5 trillion tech industry's role in the ecosystem shift is discussed, with 73.1% of it flowing through partnerships and a focus on the growing significance of tech services. Integration-first The critical importance of integration-first buying behavior, as 91% of customers prioritize products that seamlessly integrate into their lives or workflows. CEOs across various industries, including tech, pharmaceuticals, banking, insurance, manufacturing, and automotive, are reported to be investing more in partnerships, mirroring tech companies' approach to ecosystems. Jay McBain introduces the Nearbound Movement, discussing its momentum and the need for companies to adapt to the changing economics of partnering. The importance of narratives and mental models in understanding and embracing the decade of the ecosystem is highlighted, with Nearbound positioned as a leading framework. The need for a human-centric approach in the era of ecosystems, providing narratives and stories to connect data dots into an understandable arc. Companies are urged to engage in conversations and ideas, leading to a total transformation of business. Nearbound is presented as an actionable strategy guiding this transformative journey.Chapters00:00 Introduction and Book Announcement02:15 Forward by Jay McBain08:17 Discussion on the Decade of the Ecosystem16:25 Examples of Nearbound Strategies19:41 Platform Strategy and Partnerships21:36 The Momentum of the Nearbound Movement23:04 Conclusion and Congratulations

Jared, Isaac, and Chris Walker discuss the shift from the how economy to the who economy, where buyers are more interested in finding trusted individuals to help them rather than searching for the best solutions. They highlight the importance of becoming a trusted voice in the industry and how it can drive business growth. They also discuss the lag between B2C and B2B in adopting marketing strategies and the potential pitfalls of influencer marketing. The conversation touches on the broken metrics and go-to-market strategies in the industry and the limitations of traditional marketing attribution. They emphasize the need to make it easy for others to help and the value of marketing to non-marketers. The conversation explores the shift from SEO tactics to a more journalistic approach in content marketing. It emphasizes the importance of trust in people over search engines and highlights the use of content to build trust and interest. The discussion also emphasizes the need to make people look good and explores the use of new content mediums.TakeawaysThe shift from the how economy to the who economy is driving buyers to seek trusted individuals who can help them navigate the overwhelming amount of information available.Becoming a trusted voice in the industry can drive business growth and establish credibility with potential customers.There is a lag between B2C and B2B in adopting marketing strategies, and B2B companies can learn from the trends and tactics used in the B2C space.Influencer marketing can be effective when done well, but it requires a long-term partnership and a focus on key opinion leaders and evangelists rather than one-off campaigns.Traditional marketing metrics and attribution models may not accurately measure the impact of marketing efforts, and a shift in mindset is needed to better understand the most impactful touchpoints.Making it easy for others to help and collaborating with industry experts can lead to successful marketing partnerships and amplify your message. Content marketers should adopt a more journalistic approach, focusing on interviewing knowledgeable individuals and amplifying their voices.Trust in people is more important than relying solely on search engines for information.Content should be used to build trust and interest in potential customers before engaging with sales.Making people look good and treating them well can lead to increased engagement and willingness to help.Chapters00:00 Introduction and Setting the Stage01:25 The Shift from the How Economy to the Who Economy03:20 Becoming a Trusted Voice in the Industry06:08 The Lag Between B2C and B2B09:59 The Nuance of Influencer Marketing and Evangelism12:27 The Evolution of Influencer Marketing13:45 The Flash in the Pan Phenomenon15:25 The Importance of Word-of-Mouth and Referrals18:39 The Broken Metrics and Go-to-Market Strategies22:43 The Limitations of Traditional Marketing Attribution25:37 Measuring the Impact of Marketing Efforts in the Middle of the Funnel28:06 Making it Easy for Others to Help30:31 Marketing to Marketers vs. Non-Marketers39:02 Shifting from SEO Tactics to Journalism41:09 Trust in People over Search Engines42:03 Using Content to Build Trust and Interest43:21 Making People Look Good44:14 Exploring New Content Mediums

SummaryIn this episode, Jared and Isaac interview Mark Bedard, the founder and CEO of Upsell.io. They discuss the importance of accurate contact information, the shift away from automated cadences, and the value of building relationships and having real conversations. They also explore the challenges of working with partners and the power of cold calls and research in sales. The episode concludes with a discussion on changing the research approach and the playbook for sales and partnerships.TakeawaysAccurate contact information is crucial for effective sales and partnerships.Automated cadences are becoming less effective, and there is a shift towards personalized and meaningful outreach.Building relationships and having real conversations are key to successful sales and partnerships.Curiosity and research are essential for understanding customer challenges and objectives.Cold calls and gathering intel can lead to valuable insights and opportunities.The playbook for sales and partnerships is evolving, and a focus on relationships and personalized outreach is becoming more important.Chapters00:00 Introduction and Congratulations to Mark Bedard02:02 Founding Upsell.io and the Gap in the Market05:36 The Importance of Accurate Contact Information08:09 The Shift Away from Automated Cadences11:28 The Value of Partner Relationships14:49 The Intersection of Sales Development and Partnerships18:08 The Role of Curiosity in Sales and Partnerships21:09 The Importance of Building Relationships and Having Real Conversations25:01 The Rise of Phone Communication and the Skills Gap27:17 The Challenges of Working with Partners29:27 The Power of Cold Calls and Building Trust32:40 The Evolution of Sales and the Importance of Research36:18 The Value of Intel Gathering and Building Relationships40:28 Changing the Research Approach and the Playbook

Summary In this podcast episode, Jared and Nate discuss the impact of AI on business and the opportunities it presents. They explore the role of AI tools and automation in streamlining processes and improving efficiency. TakeawaysThe market is shifting towards a post-SaaS era, where integrations and customization are becoming more important.Integrations are becoming a commodity, but there is still a need for thought leadership and ecosystem support.Partner professionals need to have a technical understanding to effectively manage integrations and partnerships.Partnerships should be strategic and focused on driving value and innovation.The market is experiencing a cycle of consolidation and unbundling, creating opportunities for new solutions and partnerships. AI has a significant impact on business and presents numerous opportunities for innovation and growth.AI tools and automation can streamline processes and improve efficiency.Data and analytics are essential for leveraging AI effectively.AI can enhance customer experience and provide personalized interactions.Innovators should embrace AI and explore the potential for creating new products and features.Chapters00:00 Introduction and Setting the Stage02:05 The Post-SaaS Era07:56 The Current State of the Market10:34 Understanding iPaaS and Integrations13:25 The Nuances of Integrations15:46 Managing the Conversation with Engineering17:51 Defining the Checklist for Integration Strategy22:26 The Power of Integration and Innovation26:06 The Evolving Role of Partner Professionals29:47 The Bundling and Unbundling Cycle38:16 Consolidation and Unbundling in the Market02:30 The Impact of AI on Business10:15 AI Tools and Automation20:45 Data and Analytics30:10 AI in Customer Experience41:58 Unbundling and Innovation Opportunities42:33 Conclusion and Call to Action

SummaryIn this episode, Jared and Isaac are joined by Pete, the CMO of AllBound, to discuss the changing landscape of partner relationship management (PRM). They explore the history of PRM and how it is evolving to become more equitable and collaborative. The conversation highlights the importance of building relationships with partners and customers, and how this can lead to mutual value and revenue generation. They also discuss the challenges of translating trust and relationships into revenue and the need for a mindset shift in sales and marketing teams. The conversation explores the difference between building relationships and being strategic in business. It emphasizes the importance of investing in relationships that have mutual value and can drive significant results. The hosts discuss the need for explicit goals and effective execution to achieve desired outcomes. They also highlight the power of creating advocacy between partners to foster long-term collaboration and success.TakeawaysPRM is evolving to become more equitable and collaborative, moving away from the traditional hub and spoke model of partnerships.Building relationships with partners and customers is crucial for creating mutual value and revenue generation.The changing role of partners and the diversification of partner types require a recalibration of the way businesses approach partnerships.Trust and relationships are key in the success of partnerships, and organizations should focus on long-term games with long-term people.The changing dynamics between direct and partner sales require a shift in mindset and a focus on relationship-first approaches.Translating trust and relationships into revenue requires a mutual commercial benefit and a focus on creating value for both parties. Building relationships is valuable, but being strategic in choosing which relationships to invest in can lead to greater benefits for both individuals and companies.Setting explicit goals and effectively executing tasks is crucial for achieving desired outcomes in business relationships.Creating advocacy between partners by aligning with their needs and interests can result in long-term collaboration and success.Investing in relationships that have mutual value and can drive significant results is key to strategic business growth.Chapters00:00Introduction and Football Banter03:00The Changing Landscape of PRM12:23The Changing Role of Partners20:36The Importance of Relationships29:19Changing Partner Types and Activities36:35The Role of Trust and Relationships in Revenue Generation42:13Building Relationships vs. Being Strategic43:22Setting Explicit Goals and Making Them Happen44:22Creating Advocacy Between Partners

Elliot Smith discusses the challenges faced by partner teams in being fully appreciated for their efforts. He emphasizes the importance of having a clear vision and strategy for the partner program, as well as aligning with sales and marketing teams.Elliot also highlights the need for strong technology and operations support for partner teams. In addition, Jared Fuller mentions the importance of campaign-centric approaches and the upcoming episode on partner enablement with Pete Caputo.Key Takeaways:Partner teams often face challenges in being fully appreciated for their efforts.A clear vision and strategy for the partner program is crucial for success.Partner teams should strive to be seen as an extension of the sales team and focus on driving sales impact.Attribution can be a challenge, but the focus should be on pipeline influence, pipeline sourcing, and customer satisfaction.Technology and operations support for partner teams is often lacking and needs to be improved.Campaign-centric approaches and partner enablement are important for long-term impact.Quotes:"Partner programs must be seen as an extension of the sales team and driving sales impact." - Elliot Smith"The best partner people are comfortable in the role of providing the assist and not necessarily getting the full limelight and glory." - Elliot SmithChapters:00:00 Introduction and Welcome00:40 Guest Introduction: Elliot Smith01:44 Discussing Challenges Faced by Partner Teams04:00 The Role of Partner Teams in Sales05:11 The Importance of Sales Attribution15:52 The Impact of Partner Programs on Product Development18:05 The Role of Technology in Partner Programs22:00 The Future of Partner Programs25:21 Programmatic Approach to Partnerships25:58 Understanding Co-Sell Motion26:11 The Hustle Game and Prioritization27:15 Challenges in Co-Sell Motion27:47 The Importance of Pre-Call Preparation28:35 Aligning with Bigger Codes31:46 The Ideal Profile for a Partner Team39:45 Hiring for Partner Teams43:05 Challenges in Partner Programs43:41 The Role of Marketing in Partner Programs47:59 Conclusion: The Future of Partner Programs

TK Kader shares his insights on the power of strategic partnerships in driving business growth. He discusses his experience with partnerships and acquisitions at ToutApp and Marketo, highlighting the importance of understanding the market, building strong integrations, and prioritizing key partners.Cotter offers invaluable advice on data analytics, co-marketing, integration strategy, addressing unique customer needs, revenue share, and prioritizing partners on both sides of M&A deals.TK also emphasizes the value of data-driven decision-making and effective co-marketing strategies in successful partnerships.Key Takeaways:Building strong integrations with key partners is crucial for driving business growth.Prioritize partnerships with platforms that serve your target market and have a large customer base.Data is essential for understanding the impact of partnerships and making informed decisions.Co-marketing can be a powerful tool for generating pipeline and increasing deal sizes.Chapters:00:00 Introduction and Welcome00:39 Guest Introduction and Sponsor Mention01:07 Discussion on Partnerships and M&A01:56 Deep Dive into ToutApp's Journey03:21 The Role of Partnerships in ToutApp's Success13:35 Transition from ToutApp to Marketo17:45 Strategic Alliances and M&A at Marketo22:51 Aligning with Service Partners and Implementing Revenue Share23:29 The Evolution of a Platform and Monetization Strategy24:57 The Role of Strategic Partnerships in Business Growth25:41 Building a Successful SaaS Business: Market, Product, and Go-to-Market Strategy26:54 The Acquisition Journey: From Marketo to Adobe30:52 The Transition to Adobe and the Importance of Data in Partnerships36:45 Tips for Building Successful Partnerships and the Role of Co-Marketing

Norma Watenpaugh joins the podcast to discuss the importance of customer experience in ecosystem economics. She highlights the role of partners in shaping the customer experience and explains how understanding partner revenue streams is crucial for understanding the overall economics of an ecosystem. Norma discusses the significance of building intellectual property with partners and the challenges of measuring partnership influence. She points out that the expectation for time to value has significantly changed in the software-as-a-service (SaaS) model, with customers now expecting immediate value. Norma also touches on the lagging adoption of new trends by partners and the need for a more agile approach in the channel. **Key Takeaways:**- Partners play a crucial role in shaping the customer experience and are essential for driving business outcomes.- Understanding partner revenue streams is crucial for understanding the overall economics of an ecosystem.- Building intellectual property with partners creates stickiness and drives long-term value for customers.- Measuring influence in partnerships can be challenging, but it is important to track the impact of partners on revenue and customer outcomes.- The expectation for time to value has significantly changed in the SaaS model, with customers now expecting immediate value.- Partners often lag behind in adopting new trends, and an agile approach is needed to keep up with market demands.- Integration partners are important for retaining customers and delivering ongoing value.**Chapters:**00:00 Introduction00:39 The Role of Partners in Sales01:31 Guest Introduction: Norma Wattenpah02:27 Understanding Ecosystem Economics03:01 The Importance of Customer Experience in Ecosystem Economics03:18 The Role of Partners in Customer Experience04:04 Understanding Partner Revenue Streams08:05 Building Intellectual Property with Partners25:09 The Challenge of Measuring Influence in Partnerships31:20 The Importance of Customer Value in Software Services32:10 The Role of Partners in Software Implementation32:41 Incorporating Partners into Business Growth Plans33:20 The Shift Towards Post-Sale Consulting34:19 Understanding the Economic Model of Software Services34:53 The Impact of Partners on Business Growth35:57 The Role of Partners in Customer Success37:47 The Evolution of Business Development and Partnerships38:36 Understanding the Different Types of Partnerships40:58 The Importance of Time to Value in SaaS41:48 The Role of Partners in Customer Retention and Growth42:07 The Future of Partnerships in Business Development

Bobby Napiltonia shares his insights and experiences in building channel partnerships. He discusses his time at Salesforce, where he was responsible for building the app exchange and the Salesforce.com practices.Bobby talks about the challenges he faced and the strategies he used to build successful channel programs.He emphasizes the importance of trust, training, and communication in building strong partner relationships. Bobby also shares his thoughts on the future of partnerships and the role of channel programs in SMB and mid-market software companies.Key Takeaways:Building channel partnerships requires trust, training, and communication.Repeatable models and packaged solutions are essential for partner success.Sharing the wealth and making partners famous are key to building strong partner relationships.The quality of leads from partners is often higher and leads to faster close rates.Channel programs are relevant for both enterprise and SMB/mid-market software companies.Quotes:"Everything in this industry is about trust." - Bobby NapiltoniaChapters:00:00 Introduction and Podcast Overview00:39 Introducing the Special Guest and Sponsor01:33 Building [Salesforce.com](http://salesforce.com/) Practices05:39 The Genesis of Global SI Ecosystem Partner07:35 The Role of Training in Partner Success13:12 The Importance of Repeatable Models in Partner Success15:34 The Impact of Verticals on Partner Relationships23:02 Understanding the Importance of Leads23:39 The Role of Trust in Business Relationships24:39 The Challenge of Partner Recruitment25:27 The Struggles of Traditional Partners28:58 The Role of Services in Business31:36 The Importance of Internal Communication32:19 The Power of Making Partners Famous36:24 Understanding the Difference Between Sourced and Influenced Deals43:06 The Future of Partnerships

Asher Mathew, founder of Partnership Leaders, joins Isaac Morehouse and Will Taylor to discuss the emergence of the Chief Partner Officer (CPO) role in companies. He explains that as partnerships become more important for businesses, there is a need for a leader who can focus on optimizing relationships and driving value from partnerships. The CPO role is responsible for managing partnerships, enabling partner success, and aligning partner strategies with overall business goals. The role is becoming more prevalent in enterprise-level companies, but there is still a lack of understanding and readiness for the role in mid-market and SMB companies. Mathew believes that more partnership leaders need to develop their business acumen and gain experience in order to be ready for CPO roles.**Key Takeaways:**- The CPO role is emerging as partnerships become more important for businesses.- The CPO is responsible for managing partnerships, enabling partner success, and aligning partner strategies with overall business goals.- Currently, only a small percentage of partnership leaders are ready for CPO roles, especially in mid-market and SMB companies.- Partnership leaders need to develop their business acumen and gain experience to be ready for CPO roles.**Quotes:**- "The CPO role is responsible for optimizing relationships and setting up partnerships for success."- "Partnerships can be a strategic advantage for businesses, and the CPO role is crucial in driving value from partnerships."- "More partnership leaders need to think about their company's interests rather than just their partner's interests."**Chapters:**00:00 Introduction01:00 Discussing the CPO Report and Role02:23 Exploring the Genesis of the CPO Role02:36 Understanding the Growth and Impact of Partnership Leaders03:12 The Emergence of Chief Partner Officers06:01 The Role and Importance of a CPO07:34 The Evolution of C-Suite Roles14:31 The Future of CPO and Its Impact on Business Strategy24:29 Understanding the Role of Rev Ops Teams24:57 The Role of a CRO in Revenue Routing26:36 The Impact of Demand Generation on Marketing and Sales27:34 The Shift in Seed Level Roles28:17 Layoffs by Role in 2023: A Data Analysis29:11 The Importance of Partner Relationships in Business30:15 The Role of Engineering Resources in Business31:44 The Future of CPO Roles45:55 Closing Remarks and Future Predictions

Isaac Morehouse and Will Taylor reflect on the year 2023 and the impact of partnerships in the world of nearbound marketing. Will highlights the importance of partnerships in the buyer's journey and introduces the concept of the bow tie model, which maps out the stages of the buyer's journey and identifies the best types of partners for each stage. Isaac and Will emphasize the need for partner people to take the lead in implementing nearbound plays and driving the success of partnerships within their organizations. They also discuss the importance of data and tactical execution in moving the needle and the value of social networking platforms like LinkedIn in B2B marketing.Looking ahead to 2024, they discuss their plans for the Nearbound podcast, the release of the Nearbound book, and the evolution of [nearbound.com](http://nearbound.com/).**Key Takeaways:**- Nearbound marketing is highly valued by companies looking for efficient growth.- Partner people play a crucial role in driving nearbound plays and need to take the lead in implementing them within their organizations.- Companies are still investing in partnerships despite economic challenges.- Ops data and tactical execution are key to proving the value of partnerships and securing resources.- Social networking platforms like LinkedIn are undervalued in B2B marketing and offer opportunities for demand creation and trust-building.**Quotes:**- "Nearbound marketing works, whether it's for pipeline generation or brand recognition." - Will Taylor- "Running nearbound plays has to be driven by partner people." - Isaac Morehouse- "Just because your company is not investing in you doesn't mean they don't want to or won't invest in nearbound." - Isaac Morehouse- "Companies are still investing in partnerships because they see the efficiency and value it brings." - Will Taylor- "Ops data and tactical execution are what's moving the needle in partnerships." - Will Taylor- "LinkedIn is still undervalued in B2B marketing and offers opportunities for demand creation and trust-building." - Isaac Morehouse**Chapters:**00:00 Introduction and Year-end Reflection02:17 Takeaway 1: Nearbound Marketing Works08:11 Takeaway 2: Nearbound Plays Driven by Partner People22:38 Takeaway 3: Companies Still Investing in Partnerships36:46 Takeaway 4: Ops Data and Tactical Execution41:44 Takeaway 5: Value of Social Networking, Specifically LinkedIn46:02 Building Trust and Connection through Nearbound Marketing47:20 Key Takeaways from 202348:32 Looking Ahead to 202449:55 Exciting Plans for 202451:06 Phase Two: Proving and Validating Nearbound52:36 Getting Rubber on the Road in 202452:44 Fun Teasers for 202453:12 Closing Remarks and Call to Action