Episodes
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Join hosts Jason and Sam for the first-ever LIVE recording of the Friends with Benefits podcast, from the inaugural Arcadia Leadership Experience (ALX). The Arcadia Leadership Experience combined experiences like glamping, fly fishing, and yoga with deep discussions on partnerships and personal growth. In this episode, they share insights from their closing keynote, exploring what it means to embody the values of Arcadia—harmony, intentionality, and greatness. Listen in as they discuss the importance of self-leadership, building authentic relationships, and the journey to personal and professional excellence. This episode is a heartfelt tribute to the power of community and the pursuit of greatness.
For more on the event visit: https://www.arcadialeadershipexperience.com/ -
In the season 1 finale, we delve into the critical topic of men's mental health in honor of Men's Mental Health Awareness Month. Joined by our friend and advocate Cory Snyder, we explore the societal pressures men face and the stigma surrounding emotional vulnerability. Cory shares his personal journey of dealing with extreme stress and physical symptoms, emphasizing the importance of self-awareness and seeking help. He discusses the challenges of balancing work, family, and personal well-being, and the often-overlooked financial stressors that contribute to mental health struggles. Cory also highlights the significance of creating intentional spaces for men to open up, such as his annual golf trip dedicated to mental health awareness. The conversation underscores the need for men to support each other and normalize emotional expression. This episode also marks the season finale, with a promise of more insightful discussions in the upcoming season.
Thinking about joining us in Montana this summer for the Arcadia Leadership Experience? We would love to have you! Details here: https://www.arcadialeadershipexperience.com/ -
Episodes manquant?
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Alex Buckles joins us this week to take a deep dive into the complexities of co-selling in the tech and partnership space. Alex shares his six-year journey of solving the co-sell motion, emphasizing the importance of making it a predictable and repeatable process. Alex introduces the concept of a managed service to support sales reps, highlighting the role of co-sell alignment specialists. Our conversation also touches on the challenges of change management and the need for partner leaders to understand the sales cycle.
Additionally, Alex talks about his personal connection to autism advocacy through his son and his work with Pathways for Autism, aiming to create employment opportunities and innovations for the autistic community.
Get the Forecastable white papers (they're so incredibly good): https://forecastable.com/b2b-sales-reps-a-guide-to-keeping-partners-from-wrecking-your-deals/ -
This week we're chatting with a couple of legends, Michelle Eatherton and Dorothy Copeland, on their experiences and insights on building successful ecosystems in the tech space including AWS, IBM, Hubspot, and Stripe. Dorothy talks about her journey at AWS and Stripe, highlighting the importance of choosing the right partnerships and building the right culture while scaling. Michelle discusses her role in developing the AWS partner network and her current venture at Liminal, emphasizing a partner-first go-to-market strategy. Both guests delve into the challenges and strategies of balancing high-powered careers with personal lives, offering a candid look at the dynamics of work-life integration.
Dive deep with us as we explore:
- The genesis and evolution of AWS partner network
- Strategies for building and scaling effective partner ecosystems.
- The art and science of partner development
- Personal insights on balancing high-impact careers with personal life.
Interested in joining us here in Bozeman, MT for the Arcadia Leadership Experience? -
In this episode, Jason and Sam chat with Greg Portnoy, a prominent partner leader known for his influential LinkedIn presence and newly released PRM, Euler. Greg discusses the significant effort behind his LinkedIn content and the importance of building genuine, value-added relationships in the business world. He shares insights from his career in partnerships, emphasizing the need for authenticity, strategic alignment, and trust in fostering long-term business relationships. The conversation also delves into the challenges and strategies of managing partner programs, particularly with agencies, and the critical role of clear communication and expectations in partnership success. Greg's experiences highlight the nuanced dynamics of partnerships and the continuous effort required to maintain and grow professional networks effectively.
If you’re looking for a new PRM built for YOU. Check out EULER. A PRM built WITH partnership leaders. Automated enough to create bandwidth. Flexible enough to address different partnership models. Integrated enough to meet everyone where they work. From Series A startups to $200M ARR enterprises, EULER is helping partner teams of all sizes scale revenue with ease.
Check out eulerapp.com to learn more
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In this episode, Jason and Sam chat with Katie Lambert, Director of Partner Marketing and Enablement at HubSpot. The conversation delves into the multifaceted role of partner marketing, exploring its ambiguous nature and diverse responsibilities. Katie shares insights on how her team manages partner communications, events, and co-marketing efforts, emphasizing the importance of creating a shared vocabulary and understanding within the partner ecosystem. The discussion also covers the strategic aspects of partner marketing, such as aligning partner interests with company goals and the significance of executive engagement in nurturing partner relationships. Katie's approach highlights the importance of treating partners as extensions of the company, ensuring they are well-informed and engaged, which she believes is key to fostering successful partnerships and driving mutual growth.
Episode Highlights:➕Katie's Unique Approach to Partner Marketing
➕Keys to Creating a Successful Partner Program
➕The Power of Community in Partnerships
➕Hubspot’s vision for the Future
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Sam Jacobs, CEO of Pavilion and author of Kind Folks Finish First, discusses the importance of kindness and building strong relationships in business. He shares his personal journey of prioritizing values and principles in his career and how it has shaped his approach to partnerships. He also addresses the challenges of balancing kindness with business considerations and navigating situations where kindness may be perceived as a weakness. The conversation highlights the importance of self-reflection, defining values, and finding strength in staying true to one's principles. Sam shares his personal journey of self-discovery and finding his purpose. He emphasizes the importance of knowing what you stand for and aligning your values with your actions. He highlights the significance of accepting and embracing your whole self in building meaningful relationships.
Why Kindness and building strong relationships are essential in business.Sam's key principles for successful partnerships.Instilling values and principles in teams.Self-reflection and defining values Strength comes from feeling emotions without letting them dictate one's happiness or peace. Know what you stand for and align your values with your actions.Accept and embrace your whole self in building meaningful relationships.Put in the work and continuously practice self-love and self-awareness.Create the time and space to provide value and support to others.
Key Takeaways: -
In this episode, Jason, Sam, and Mac Redding discuss the concept of go-to-network (GTN) and how it can revolutionize sales and marketing strategies. Mac explains that GTN is about building a network of champions to pull the market to you, rather than pushing your product or service onto the market. In this conversation, Mac discusses the misalignment between words and actions in leadership, the need for a shift in traditional sales playbooks, and the importance of building networks and activating them. He emphasizes the value of authenticity in building a personal brand and the need for collaboration and breaking echo chambers. The conversation concludes with a fun dinosaur fact.
Takeaways
✚ Go-to-network (GTN) is about building a network of people to pull the market to you, rather than pushing your product or service onto the market.
✚ Implementing a successful GTN strategy requires a mindset shift and creating space for relationship building.
✚ Leadership support and intentional space for learning and understanding the target audience are crucial for a successful GTN strategy.
✚ Traditional sales playbooks may no longer be effective in the current market landscape.
✚ Building networks and activating them can lead to valuable partnerships and business opportunities.
✚ Authenticity is key in building a personal brand, and it is important to be intentional and genuine in online interactions. -
Emir Elliott-Lindo shares his insights and experiences in the field of partnerships. He emphasizes the importance of building relationships, trust, and credibility in partnerships. Emir also discusses the significance of cross-pollination and strategic relationships in driving success. He highlights the non-negotiables and institutional beliefs that lead to successful partnerships, including treating everyone well and delivering on commitments. Emir also introduces his company, Big Friends, and explains the concept of having big friends in an ecosystem. He emphasizes the need for governance and steering committees and the importance of engaging with key stakeholders, including the CFO. Finally, Emir discusses the impact and integration that can be achieved through partnerships with strategic partners. In this conversation, Emir Elliott-Lindo shares insights on aligning key performance indicators (KPIs) with partnerships and the importance of understanding an organization's KPIs. He emphasizes the need to show KPIs in steering committees and highlights certified resources and integrations as important KPIs. Emir also discusses the growing focus on retention as the new acquisition and provides advice on working with global systems integrators (GSIs). He suggests starting with regional systems integrators and boutiques before approaching larger GSIs. Additionally, Emir shares tips on assessing readiness for GSIs, articulating messaging for SIs, and getting the attention of GSIs. Finally, he discusses building teams and mentoring in partnerships.
Building relationships, trust, and credibility are essential in partnerships.Cross-pollination and strategic relationships can drive success.Treating everyone well and delivering on commitments are non-negotiables in partnerships.Having big friends in an ecosystem can lead to significant impact and integration.Governance and steering committees are crucial for partnership success.Engaging with key stakeholders, including the CFO, is important in partnerships. Aligning KPIs with partnerships is crucial for success.Understanding an organization's KPIs and aligning them with partner KPIs is important.Showing KPIs in steering committees helps gain support and resources.Certified resources and integrations are valuable KPIs for partnerships.Retention is becoming as important as acquisition in partnerships.Starting with regional systems integrators and boutiques can be a good strategy before approaching larger GSIs.Assessing readiness for GSIs is essential before pursuing partnerships.Articulating messaging that highlights the value for SIs is key to getting their attention.Building diverse teams and mentoring individuals is crucial for success in partnerships.
Takeaways -
Everyone's favorite married Co-CEO couple, who's growing a unicorn company join us this week to talk about the importance of transparent communication, wearing multiple hats and experimentation. In this episode, co-CEOs of Chili Piper, Alina and Nicolas Vandenberghe discuss their journey as a married couple and business partners. We learn how they met and the start of Chili Piper. Partnerships have been an important lever in growing their business and they highlight the need for persistence and experimentation in partnerships to find what works. The conversation covers the importance of experimentation and iteration in go-to-market strategies, the value of having a dedicated partnership seat, the benefits of transparency and communication in building a strong company culture, the use of nonviolent communication and decision memos, and tips for balancing work and family in a co-CEO relationship.
Partnerships play a crucial role in the growth and success of Chili Piper.Understanding different roles and having a diverse skill set is important for effective partnership management.Building strong relationships and providing value to partners is key in successful partnerships.Persistence and experimentation are necessary in partnerships to find what works. Experimentation and iteration are crucial in finding what works in go-to-market strategies.Having a dedicated partnership seat is important for successful partnerships.Transparency and communication are key in building a strong company culture.Nonviolent communication and decision memos can improve decision-making and conflict resolution.Balancing work and family requires open communication and support for each other.
Takeaways -
Aaron Howerton, a Partner Operations expert, joins the podcast to discuss the importance of partner operations and its role in driving successful partnerships. Aaron explains that partner operations is distinct from channel operations and encompasses all aspects of partnerships beyond resale and distribution. He emphasizes the necessity of partner operations and the value it brings to both external partners and internal teams.
Aaron shares insights on operationalizing partner programs, building internal alignment, and leveraging CRM integration for effective partner management. He also highlights the challenges faced by partner leaders in justifying the need for partner operations and offers strategies for overcoming these obstacles.
Key Takeaways:
Partner operations is a crucial function that aligns cross-functional teams and improves the user experience for all stakeholders involved in partnerships.Distinguishing partner operations from channel operations is essential, as partner operations encompasses all aspects of partnerships beyond resale and distribution.Partner operations should be considered a necessity rather than a luxury, as it plays a vital role in scaling partner programs and enhancing operational efficiency.Building internal alignment is a key responsibility of partner operations, as it ensures that all teams are working together towards common goals and objectives.CRM integration is crucial for effective partner management, as it allows for streamlined processes, accurate tracking of partner activity, and seamless collaboration between sales and partner teams.Notable Quotes:
"Let me be the bad guy. I'm the program manager, the ops manager for how the program functions and what the rules are. So you partner manager, you advocate for the partner. I want them to always be showing up for the partner, arguing for the partner, defending the partner in private." - Aaron Howerton"If you can't justify good, tight operations for your core business, partner operations becomes way down the list, something that's not even functional." - Aaron Howerton"Operationalizing a program involves establishing core principles, focusing on user experience, and aligning decisions with company strategy and goals." - Aaron HowertonResources:
Aaron Howerton on LinkedInChapters:
00:00 Welcome to the Podcast: Introducing Aaron Howerton
03:08 Diving into Partner Operations: Definitions and Importance
15:43 Operationalizing Partner Programs: Strategies and Challenges
29:19 The Roadmap to Effective CRM Integration for Partner Programs
32:14 Unlocking the Mystery of Partner Operations
34:18 The Importance of CRM in Partner Management
35:32 Navigating the Challenges of Partner Ops
39:51 Leveraging Workflow Tools for Effective Partner Management
43:20 Measuring Success in Early Partner Programs
50:05 The Power of Personal Connections in Partnerships
01:00:45 Embracing Remote Work and Partner Ops Insights -
Jason and Sam are joined by Tom and Tamsen Webster, a power couple in the marketing and podcasting space. Tom, the "godfather of podcasting," shares his insights on the podcast industry and the key elements of a successful show. Tamsen, a message designer, discusses the importance of crafting a compelling message and building trust with the audience. Together, they explore how to create engaging content, foster meaningful relationships, and cut through the noise in the podcasting world.
Key topics discussed in this episode include the red thread approach to message design, the value of authenticity and vulnerability in podcasting, and the role of trust and buy-in in building successful partnerships. Tom and Tamsen provide valuable insights and practical tips for podcast hosts and marketers looking to create impactful content and connect with their audience on a deeper level.
**About the Guests:**
**Tom Webster** is a renowned expert in the podcasting and audio industry. With over 20 years of experience, he is considered the "godfather of podcasting." Tom has led the development of numerous research reports and has become a leading figure in the podcasting space. He is a partner at Sounds Profitable and has helped build the podcast industry through his extensive knowledge and expertise.
**Tamsen Webster** is a message designer and the founder of Elevated. She is known for her work in helping individuals and businesses craft powerful and impactful messages. Tamsen champions the "red thread" approach, which focuses on finding the core story and message that resonates with the target audience. She has released a book on the topic and is passionate about teaching others how to design their own messages effectively.
**Key Takeaways:**
- Crafting a compelling message is crucial for building trust and buy-in from the audience.
- Successful podcasts leave deeper footprints by understanding and addressing the needs and interests of the listeners.
- Building a dialogue with the audience and creating a safe space for conversations can enhance engagement and foster meaningful relationships.
- Podcast hosts should be willing to be vulnerable and show authenticity to connect with the audience on a deeper level.
- Understanding the values and beliefs of the audience and aligning the content with their interests can help build trust and loyalty.
**Notable Quotes:**
- "No one will ever be more excited about your content than you are." - Tamsen Webster
- "People don't fire their friends." - Tom Webster
- "Communication must also be received." - Tamsen Webster
**Chapters**:
0:00 Intro
04:10 Exploring the Red Thread with Tamsen Webster
08:33 Tom Webster: The Godfather of Podcasting
21:48 The Art of Building Trust and Buy-In
28:56 The Genesis of a Podcasting Duo
29:53 Exploring the Dynamics of Podcast Hosting
30:39 The Art of Relatability and Engagement in Podcasting
31:28 Decoding the Formula for Successful Radio Shows
33:11 The Role of Hosts and Audience Engagement
34:33 Building a Dialogue with Your Audience
40:34 The Importance of Trust and Risk in Communication
41:36 Creating a Safe Space for Conversations
42:35 Fostering Purposeful Relationships
46:10 The Smart, Capable, Good Framework
51:10 Navigating Business and Personal Relationships
53:17 The Power of Core Values in Relationships
59:50 Supporting Your Partner's Aspirations
01:01:23 Wrapping Up: The Essence of Partnership -
Katie Penner, the Head of Sender Relations at Sendoso, joins the Sam and Jason to discuss the power of direct mail in building relationships and creating emotional connections with customers. Katie shares her journey at Sendoso and how she transitioned from an SDR to her current role. She emphasizes the importance of personalized outreach and the impact it has on breaking through the noise in today's buyer-saturated market. Katie also highlights the role of direct mail in creating curated experiences and leveraging the law of reciprocity to build trust and increase customer lifetime value. The conversation delves into the challenges and rewards of influencer partnerships, the measurement of success in relationship-building efforts, and the significance of authenticity and vulnerability in branding.
**Key Takeaways:**
- Direct mail is a powerful tool for building relationships and showing customers that you care about them as individuals. Personalized and relevant direct mail stands out in a crowded digital landscape and creates a lasting emotional connection.
- Customers who are emotionally connected to a brand have a significantly higher lifetime value and are more likely to recommend the brand to others. Building genuine relationships with customers leads to long-term loyalty and advocacy.
- The right influencers can be valuable partners in building brand awareness and trust. Authenticity and creative freedom are key in influencer partnerships, allowing influencers to share their genuine experiences and opinions about a brand.
- Measuring the success of relationship-building efforts can be challenging, but tools like Gong and tracking "how did you hear about us" can provide insights into the impact of these efforts on conversions and demo requests.
- Imposter syndrome is a common experience, but it can be overcome by recognizing that it is a sign of growth and embracing vulnerability. Sharing failures and struggles can resonate with others and build trust and authenticity.
**Notable Quotes:**
- "Direct mail is a really beautiful way of showing that you care about the human. It breaks through the norm and shows that you've done your research and genuinely care about the recipient." - Katie Penner
- "Customers who are emotionally connected to a brand have a 306 percent higher lifetime value and recommend brands at a much higher rate. Building relationships has a significant impact on business." - Katie Penner
- "The right influencers can be the ultimate friends with benefits. Authenticity and creative freedom are key in influencer partnerships, allowing influencers to share their genuine experiences and opinions about a brand." - Katie Penner
**Chapters:**
0:00 Intro
00:26 Welcoming the Guest
01:15 Getting to Know Katie: Her Journey at Sindoso
04:05 The Power of Direct Mail in Building Relationships
05:20 The Emotional Connection and Lifetime Value of Customers
06:06 Breaking Through the Noise: The Impact of Personalized Outreach
07:45 The Role of Direct Mail in Creating a Curated Experience
08:36 Leveraging the Law of Reciprocity in Business
10:12 The Importance of Genuine Relationships in Business
14:02 The Challenges and Rewards of Influencer Partnerships
20:40 Measuring the Success of Influencer Partnerships
23:04 The Journey of Building a Personal Brand on LinkedIn
24:36 Sharing Knowledge and Overcoming Imposter Syndrome
26:30 The Power of Vulnerability and Authenticity
27:13 Overcoming Imposter Syndrome and Embracing Growth
31:44 The Importance of Authenticity and Community in Branding
33:48 Building Trust and Engagement through Authentic Experiences
35:54 The Power of Community and Delightful Experiences in Branding
43:42 The Importance of Authenticity and Relationship Building in Business
45:06 Wrapping Up and Looking Forward -
In this special Valentine's Day episode, hosts Sam and Jason Yarborough record together in the same room for the first time. They discuss their unique relationship as a married couple who also work together in the same industry. Despite their shared workspace and similar interests, they operate in different ecosystems of partnerships, which allows them to bring new connections and perspectives to each other's networks. Sam and Jason also share their love for the podcasting process and express their gratitude for the support and feedback they have received from their listeners.
Key themes in this unscripted episode include the importance of communication and vulnerability in relationships, the value of shared experiences and memories, and the need to prioritize and invest in meaningful friendships. The hosts also touch on the challenges of balancing work and personal life, particularly as parents.
**Key Takeaways:**
- Working in the same industry but different ecosystems of partnerships allows Sam and Jason Yarborough to bring new connections and perspectives to each other's networks.
- Details and open communication are key in building strong friendships and relationships.
- Cherishing and creating shared experiences and memories is important for personal growth and connection.
- Balancing work and personal life can be challenging, but investing in meaningful friendships and prioritizing quality time with loved ones is essential.
- The hosts express their gratitude for the support and feedback they have received from their listeners.
**Notable Quotes:**
- "Details matter, and being open and having substantial conversations is crucial in building intimate relationships." - Sam Yarborough
- "Reciprocation and vulnerability are the most important aspects of relationships for me." - Jason Yarborough
Chapters:
0:00 Intro
00:25 Setting the Scene
00:32 Recording in the Same Room
01:09 Valentine's Day Special
01:30 Working in the Same Industry
02:00 Unscripted Podcast
03:03 Different Ecosystems of Partnerships
05:34 Valentine's Day Cards
08:38 36 Questions That Lead to Love
13:38 Perfect Day Scenario
16:47 Deep Questions: Regrets and Relationships
17:35 The Importance of Communication in Relationships
19:07 Building Strong Friendships: Honesty and Vulnerability
21:36 Life Changes and Priorities
24:53 The Value of Memories and Experiences
28:27 The Power of Vulnerability in Friendships
31:04 Reflections and Appreciation -
Rasheité Calhoun is an experienced partner leader and revenue expert. She recently joined the team at Axios HQ, where she is building a partnership program from scratch. With a background in managing partner teams and programs, Rasheité brings a wealth of knowledge and expertise to her role. She is known for her ability to drive revenue and build successful partnerships, making her a valuable asset to any organization.
**Episode Summary:**
In this episode, Sam Yarborough interviews Rasheité Calhoun, a revenue expert and partner leader at Axios HQ. Rasheité shares her experience of building a partnership program from the ground up and provides valuable insights into the art of onboarding and generating revenue through partnerships. She emphasizes the importance of aligning expectations with the executive team, understanding the market, and making the ask. Rasheité also discusses her approach to building partner teams and the power of grassroots efforts in partner management.
**Key Takeaways:**
- Building a partnership program from scratch requires aligning expectations with the executive team and understanding the market.
- The art of onboarding and generating revenue through partnerships involves making the ask and focusing on leading indicators.
- Grassroots efforts, such as picking up the phone and having candid conversations, can lead to successful partnerships and revenue growth.
- Reporting to the CMO can provide access to resources and materials needed to build a strong go-to-market motion within a partner program.
- Hard conversations are essential for building strong relationships and driving growth in partnerships.
**Notable Quotes:**
- "I think the most important conversation that I had... was sitting down with our finance [team] and understanding what is going to make you happy and what's our CAC, what's our win rate, what's our ACV." - Rasheité Calhoun
- "Grassroots is my favorite... It's organized chaos. It's finding the repeatable steps that you know are always going to win." - Rasheité Calhoun
**Chapters:**
0:00 Intro
00:25 Introduction and Guest Arrival
00:31 Getting to Know Rasheité Calhoun
01:51 Rashida's Journey to Axios HQ
02:02 Building a Partnership Program from Scratch
02:44 The Art of Onboarding and Revenue Generation
03:23 Rasheité's Approach to Building Partnerships
05:19 Understanding the Market and Identifying Potential Partners
05:59 The Importance of Making the Ask
07:34 The Discovery Model in Action
08:03 The Art of Candid Conversations
10:08 Setting Realistic Expectations for Revenue Generation
12:50 The Importance of Aligning with the Executive Team
15:44 The Role of a Business Development Associate (BDA) in Partnerships
17:37 The Art of Educating and Influencing the Executive Team
22:16 The Importance of Speaking the Same Language as Your Team
26:22 The Concept of Grassroots in Partner Management
27:45 Revamping the Marketing Strategy
28:13 The Power of Direct Communication
28:42 The Importance of Teamwork and Collaboration
29:05 The Journey to the First Win
29:35 The Power of Storytelling in Business
29:52 Expanding Influence and Building Trust
30:19 The Impact of Strong Relationships on Revenue
30:30 The Role of Partner Managers
31:14 The Power of LinkedIn in Business Development
32:23 The Importance of Trust in Business Relationships
32:42 The Challenges of Building a New Program
37:13 The Importance of Hard Conversations in Business
42:46 The Shift in Reporting Structure
44:05 The Importance of Owning Your Actions
45:19 The Power of Honesty in Business Relationships
46:21 The Role of Marketing in Partnerships
47:50 The Importance of Metrics in Partnerships
50:24 The Power of Music in Building Connections
52:06 Conclusion: The Importance of Connection in B -
In this episode, Jason and Sam interview Mark Kilens, the co-founder of TACK, about the concept of "people first" go-to-market strategies. Mark explains the importance of focusing on people and relationships in the ever-evolving tech industry. He shares insights on the shift from a search-centric to a social-centric internet, the power of storytelling in business, and the role of community in driving growth. Mark also discusses the significance of building a minimal viable audience before launching a product and the benefits of creating a community ecosystem within a business.
Key Takeaways:
- Businesses should adopt a "people first" go-to-market approach that prioritizes relationships, storytelling, and partnerships.
- Effective storytelling focuses on capturing a specific moment in time that changes the way people think, believe, or act.
- The shift from a search-centric to a social-centric internet requires businesses to rethink their go-to-market strategies and build trust at scale through content, events, and products.
- Building an owned community or membership experience allows businesses to deepen their relationships with customers and create a sense of belonging.
- Businesses should focus on building a minimal viable audience before launching a product to gather feedback, validate ideas, and create a loyal customer base.
Notable Quotes:
- "To tell a good story, you need to focus on the moment, the one to five seconds that changes the way you think, believe, or act." - Mark Kilens
- "The best entrepreneurs study humans and what is going on at the human level, not just the B2C level." - Mark Kilens
- "Focusing on MVA (minimal viable audience) before MVP (minimal viable product) is the right move for most businesses." - Mark Kilens
**About the Guest:**
Mark Kilens is a renowned go-to-market expert and the co-founder of TAK, a company that helps B2B software companies grow efficiently and effectively by putting people first. With over 17 years of experience in the industry, Mark has a deep understanding of the challenges faced by businesses in the tech sector. He is known for his expertise in storytelling, relationship-building, and partnership strategies.
Resources:
- TACK - [Website](https://www.tackgtm.com/)
Chapters:
0:00 Mark Kilens
00:25 Introduction and Guest Welcome
01:22 Reminiscing Past Experiences
02:51 Discussing the Journey of TAC
04:33 Exploring the Concept of 'People First'
04:59 Mark's Personal Journey and Career Decisions
09:12 The Shift from Search-Centric to Social-Centric Internet
12:22 The Importance of Storytelling in Business
20:24 Understanding 'People First' Approach in Business
24:50 The Paradox of Choice in a Frictionless Economy
25:10 The Complexity of Go-to-Market Strategies
25:54 The Spotify Campaign: A Case Study
27:23 The Importance of Building a Community
27:45 Understanding the Difference Between Audience and Community
27:54 The Concept of Owned and Rented Communities
31:11 The Power of Membership Experience
31:57 The Importance of Building a Minimal Viable Audience
34:25 The Role of Community Ecosystem in Business Growth
40:27 The Final Thoughts and Wrap Up -
In this episode, Sam and Jason Yarborough sit down with Jessie Shipman to discuss the importance of partner enablement in building successful partnerships. They explore Jessie's journey from being a teacher to entering the tech industry and finding her passion for partner enablement. They delve into the multifaceted nature of partnerships and the various skills and passions required to excel in the field. The conversation highlights the role of empathy in business relationships, and the art of asking important questions. Jessie emphasizes the importance of understanding partner's internal KPIs and the power of incentives in driving behavior change. The episode concludes with a discussion on the long-term impact of enablement in securing and maintaining successful partnerships.
Key Takeaways:
Partner enablement is more than just training and certification; it is about creating an environment where partners can change their behavior.Finding the right relationships within an organization is crucial for successful partnerships. If the initial contact is not the right person, they can often point you in the right direction.Awareness is the first step in partner enablement. Partners need to know what you do and be able to articulate it simply when a customer needs it.Enablement is a long-term journey that requires ongoing effort and adaptation. It involves curating relationships, fostering trust, and continuously improving processes.Understanding partner's internal KPIs and aligning incentives with their goals is essential for driving behavior change and building successful partnerships.Notable Quotes:
"Nobody learns when they don't feel safe." - Jessie Shipman
"Enablement is the environment in which partners can change their behavior." - Jessie Shipman
"Partner enablement is about creating substantive partnerships where each party fills a mutual gap." - Jessie Shipman
Chapters
0:00 Intro
00:29 Getting to Know Jessie Shipman
00:57 The Importance of Time Zones in Communication
01:54 Jessie's Passion for Partner Enablement
02:25 Transition from Education to Partnerships
03:58 The Journey into Tech and Partnerships
07:08 The Role of Passion in Selling
10:40 The Multifaceted Nature of Partnerships
13:32 The Challenge of Asking for Help
16:27 Finding the Right Relationships
27:00 Understanding Business Partnerships
27:19 The Importance of Empathy in Business Relationships
27:43 The Art of Asking Important Questions
28:23 The Long Term Relationship of Enablement
28:51 The Misconceptions of Enablement
29:20 The Reality of Partner Enablement
30:02 The Role of Enablement in Long Term Partnerships
30:35 The Importance of Substantive Partnerships
31:44 The Power of a Better Together Story
33:19 The Importance of Awareness in Partner Enablement
33:52 The Role of Sales Teams in Partner Enablement
34:48 The Importance of Behavior Change in Enablement
37:11 The Role of Incentives in Enablement
39:48 The Importance of Understanding Partner's Internal KPIs
43:33 The Importance of Understanding Unit Economics
56:18 The Role of Fluency in Uncovering Partner Referral Revenue -
About The Guest: Jay Baer is a renowned keynote speaker, author, and entrepreneur. He has written several books and has built and sold multiple multimillion-dollar businesses. With over 30 years of experience in the digital industry, Jay is an expert in business growth, marketing, and customer experience. He is also a tequila influencer and co-owner of the tequila brand Wild Common.
Summary: Jay Baer discusses the importance of speed and responsiveness in business, emphasizing the need for creativity and innovation in B2B marketing. He highlights the power of partnerships in building trust and amplifying messages, as well as the significance of personal brands in B2B. Jay also emphasizes the value of documenting customer insights and using them to drive business growth. He shares his journey as an entrepreneur and the evolution of his keynote speeches.
Key Takeaways:
Consumers value responsiveness, and there is a relationship between responsiveness and revenue.B2B marketing success requires unique and creative ideas that AI cannot generate.Partnerships amplify messages and build trust, creating a one plus one equals three effect.Personal brands are important in B2B, as people trust individuals more than logos.Documenting customer insights is crucial for driving business growth.Quotes:
"In a world where everybody has the same robots, the strategist becomes king." - Jay Baer"The problem is that people are doing work that's so mediocre that a bot can easily do it." - Jay Baer"Partnerships is the people behind the logos doing the work and bringing it forward." - Jay BaerChapters:
0:00 Intro
00:25 Catching Up
02:51 Reminiscing Old Times
03:49 The Axe Throwing Contest
04:25 Introducing the New Book
04:59 The Unconventional Size of the Book
06:10 The Evolution of the Book
07:08 The Journey of Jay Baer
08:51 The Importance of Partnerships
09:17 The Role of Family in Entrepreneurship
12:44 The Evolution of Jay's Keynote Speeches
20:14 The Importance of Testing Ideas
23:43 The Role of Creativity in B2B
28:13 Alpacas, Llamas, and Infographics
28:51 The Power of Word of Mouth and Partnerships
34:11 The Impact of Personal Brands in B2B
35:52 Building Trust and Gaining Audience Permission
38:56 The Importance of Documenting Customer Insights
45:05 The Role of Partnerships in Customer Retention
47:26 Answering Customer Questions Before They Ask
49:11 The Future of B2B Sales and Customer Service
55:39 The Tequila Talk: A Fun Wrap-up -
Morgan J. Ingram is a renowned sales leader, speaker, and podcaster. He is the founder of JBarrows Sales Training and the host of The SDR Chronicles podcast. Morgan is known for his expertise in sales and personal branding, and he is passionate about helping others break through the noise and negativity to live their best lives.
Morgan emphasizes the importance of personal branding in creating a strong presence in the marketplace and differentiating oneself from others. Morgan highlights the power of self-awareness and the need to overcome negative thoughts and beliefs to create the life you want. He also discusses strategies for holding oneself accountable and continuously learning and growing.
**Key Takeaways:**
- Adding a personal touch, such as a middle initial, to your name can help you stand out and overcome SEO challenges.
- Personal branding is essential for creating a strong presence in your marketplace and differentiating yourself from others.
- Self-awareness is crucial for personal growth and success. Evaluate your goals, values, and passions to create the life you want.
- Holding yourself accountable requires prioritizing your energy and focusing on tasks that align with your goals and values.
- Continuous learning and growth are essential for personal and professional development. Take the time to learn new skills and expand your knowledge.
**Quotes:**
- "I added the 'J' to my name to overcome SEO challenges and ensure that I could be found online." - Morgan J. Ingram
- "Personal branding is about creating a strong presence in your marketplace and differentiating yourself from others." - Morgan J. Ingram
- "Self-awareness is crucial for personal growth and success. Evaluate your goals, values, and passions to create the life you want." - Morgan J. Ingram
- "Holding yourself accountable requires prioritizing your energy and focusing on tasks that align with your goals and values." - Morgan J. Ingram
- "Continuous learning and growth are essential for personal and professional development. Take the time to learn new skills and expand your knowledge." - Morgan J. Ingram
**The Evolution of Personal Goals and Content Creation**
- Morgan's initial goals for personal branding were to avoid writing resumes, be quick and agile in getting opportunities, get speaking engagements, impact the community, and create content for business opportunities.
- His current goals include inspiring the younger version of himself, demonstrating how to do things without being sleazy or gimmicky, and creating content to transition to the next level and attract like-minded individuals.
- Morgan blocks out a day each month to create content, ensuring he has a consistent flow of posts. He prefers to have content pre-programmed rather than deciding what to post each day.
- He is currently in a transition period where he is exploring new content that speaks to his evolving goals and audience. This period has been challenging but necessary for growth.
- Morgan's favorite movie is Avatar, which he admires for its storytelling and visual effects. He appreciates how the movie weaves different elements together to create an immersive experience.
******************Chapters:******************
00:00 Introduction and Welcome
00:06 The Importance of the 'J' in Morgan J. Ingram
00:18 The Story Behind the 'J'
01:01 Overcoming the SEO Challenge
01:24 The Impact of Adding the 'J'
01:58 The Power of Personal Branding
02:41 The Meaning of 'J' and Personal Connections
03:50 Morgan's Personal Description
04:03 The Importance of Loyalty and Commitment
05:31 Creating the Life You Want
30:14 The Importance of Continuous Learning
30:42 Making Time for Learning
31:14 The Power of Self-Education
32:14 Learning from the Masters: Spielberg and Actors
32:31 The Art of Acting and Storytel -
Bryan Williams, founder of Hockey Stick Advisors, shares his insights on building successful partnerships.
He emphasizes the importance of building trust, remaining authentic, and helping partners win.
Bryan also discusses the value of working within app marketplaces and large ecosystems, and how to stand out and build strong relationships within those ecosystems.
He highlights the growing tech scene in Australia and the opportunities it presents for businesses.
**Key Takeaways:**
- Building trust is crucial in partnerships, and it starts by understanding what the company and the person responsible for achieving their targets care about.
- To stand out in app marketplaces and ecosystems, focus on being the easiest partner to work with and solving real customer problems.
- Partnering with partners' partners and working with other app partners in the ecosystem can lead to accelerated growth and increased visibility.
- Prioritize your time and protect it by saying no to unnecessary meetings and focusing on activities that drive the most value.
- The tech scene in Australia is growing, with various conferences and events providing opportunities for networking and scaling businesses.
**Quotes:**
- "Show me, you know me. Understand what the company cares about, who is responsible for achieving that target, and how they are tracking against it." - Brian Williams
- "Partnerships take time and require an intentional plan to deliver on the promised value." - Brian Williams
- "Consistency is a competitive advantage. Show up consistently and deliver value to build trust and strong relationships." - Brian Williams
- "Partnerships are about people doing business with people. Help sales teams achieve their goals and they will bring you in." - Brian Williams
***Chapters****
00:00 Intro
08:57 Bryan’s optimism about partnerships
18:22 Importance of trust in partnerships
28:18 Building a strong app marketplace
39:34 Discipline and perserverance
42:37 Balancing work and life
49:07 Outro - Montre plus
