HOW THEY DID IT! Unique stories partnerships-led sales and success.

Alex Glenn
  • 5.0 (8)
  • TECHNOLOGY
  • UPDATED SEMIMONTHLY
HOW THEY DID IT! Unique stories partnerships-led sales and success.

This is a derivative of our popular "Make Them Famous" podcast about partner enablement. Only this time, I wanted to take a journalistic approach to uncover unique stories between partners. You will hear parts of the story being told in an interview I had with the guest. Then, you will hear my co-host Chris and I break down the key learnings of the story and provide more context or anecdotes from our experience running agencies and working with partner teams. Each episode will have: 1. A story involving partners. 2. What resulted. 3. Key learnings. Sponsors: Reveal.co/ Partnerhub.app/

  1. How Speargrowth increase revenue by including partners in events

    04/08/2024

    How Speargrowth increase revenue by including partners in events

    Agency: Speargrowth.com, B2B marketing, 20 employees CEO: Ishaan Shakunt Situation: In need of new leads. They were doing all inbound marketing. They decided, after learning about Partnerhub® ironically, to start turning on partnerships. Subsequently, partner-led events. Result: Hundreds of leads, lots of personal thought leadership for Ishaan, and pipeline for the agency. Partner(s) referenced: https://www.vweby.com/ Listener takeaways:  Setup checklist for a partner event How to ensure reciprocity from the event partners Post event strategy Why use these virtual summit tech platforms like Airmeet and Hubilo versus a meeting room tech like Zoom Repurposing content post-event Links:  Reveal.co/ Partnerhub.app/

    30 min
  2. How a top enterprise salesperson and agency went to market together successfully w/ Jill Rowley and David Lewis

    03/13/2024

    How a top enterprise salesperson and agency went to market together successfully w/ Jill Rowley and David Lewis

    Situation: It’s early days at Eloqua and David Lewis sees a huge opportunity to build an agency focused on helping companies adopt marketing automation - specifically on Eloqua to start. He allies with Jill Rowley who is a top salesperson at Eloqua at the time.  Result: Together they close huge deals with Eloqua - building David’s agency while making Jill the top salesperson - then shifting focus to Marketo and adding other platforms until David’s successful exit in 2021. Agency guest: David Lewis, Founder of DemandGen His GTM partner: Jill Rowley, Nearbound Strategist  Companies referenced: DemandGenEloquaMarketo Reveal Listener takeaways:  Why David decided to launch DemandGen as a power partners Why Jill chose to sell against “Smart Starts” internal service packages The partner playbook they created used to succeed How David’s partners lifted his exit Why and how salespeople should bring partners into the deals Why in-house service packages are a bad idea Pre-selling software with partners Why your solutions partners are (or should be) the insurance policy for your largest customers Links:  Reveal.co/ Partnerhub.app/

    1h 31m
  3. How they won a larger client together - Duo Strategy and PBLC Media

    02/10/2024

    How they won a larger client together - Duo Strategy and PBLC Media

    Agencies: duostrategyla.com and pblcmedia.com CEOs: Taylor Kratz, Grant McNaughton, Jon Farah Situation: Jon needed to grow his client base, and he knew partnerships was the way to get there quickly.  Result: A successful partnership between two agencies that resulted in net new business and higher client retention. Listener takeaways:  Why Jon went right into partnerships with larger agencies as his growth strategy How white label vs collaborative strategic partnerships differ.  How to set up the billing relationship between partners and clients. Finding and converting a first shared customer. Creating a shared process to find more successes. Why it’s important they made Jon client-facing and not  How Jon’s expertise in marketing and the tech stack enabled their early success. What they did wrong. Sponsors:  Reveal.co/ Partnerhub.app/

    49 min

  4. 02/02/2024

    A very large rep-driven deal that led to Carabiner Group's “Cocktail of solutions” with their partner Formstack

    Situation: A high-profile customer was having a difficult digital transformation off a legacy tech stack. Carabiner and Formstack worked closely to get them through it. Result: A successful digital transformation off of a failing tech stack onto a new reliable stack which  Carabiner group supported them in. The client was able to expand and grow after the transformation was done.  Agency: carabinergroup.com CEO: Seamus Ruiz-Earle Partner(s) referenced: Formstack.com Listener takeaways:  The value of this deal in terms of revenue and other after effects. Successful digital transformation for a large org.  How to work with partners when there is a lot at stake. The importance of process alignment in these larger deals. What Carabiner Group does to stay top of mind with their partners. How they are expanding on this deal to get more like it. How this formed their new “Cocktail of solutions” at Carabiner to bring. Relationships formed along the way… Links:  Reveal.co/ Partnerhub.app/ https://www.formstack.com/customer-story/njcaa

    57 min
  5. How the #1 Eloqua salesperson + the #1 Marketo service partner = GTM perfection

    12/08/2023

    How the #1 Eloqua salesperson + the #1 Marketo service partner = GTM perfection

    This episode is very special. I interviewed David Lewis in 2018 on my last podcast about his success in his agency DemandGen.  My guest, Jill Rowley, is a social selling evangelist who was one of the first employees at Salesforce. She met my David Lewis, our guest, while leading sales at Eloqua. David was one of their customers. Soon after their connection, David left his role to build a 7 figure “power partner” agency of Elequa. In this episode, the three of us discuss: Why david decided to launch DemandGen as a power partners Their history with Eloqua How Jill sold against “Smart Starts” service from elequa ($6500) and instead pushed that  The transition when they doubled-down on Marketo The partner playbook they created used to succeed Partner meeting strategies   How David’s partners lifted his exit Why and how salespeople should bring partners into the deals Why in-house service packages are a bad idea Pre-selling software with partners Why your solutions partnerss are (or should be) the insurance policy for your largest customers ‍Sponsors: ⁠Reveal⁠ - A free account mapping solution. ‍⁠Partnerhub⁠® - for finding and managing your partnerships.

    1h 12m
  6. Get scrappy with Growth and Partnerships alignment - with Gauri Chawla and Mason Cosby

    11/22/2023

    Get scrappy with Growth and Partnerships alignment - with Gauri Chawla and Mason Cosby

    When partner managers attempt to create with their strategic growth teams, it can often be an uphill battle for both sides. Misalignment, lack of understanding of the other departments objectives, processes and tribulations… And many times, it ends in failure. This episode is all about how to overcome the roadblocks partnerships teams may face when working with their marketing and growth leads.  To help us all understand, I have found two individuals who know more about partnerships-marketing alignment than anyone.  Help us welcome Gauri Chawla, Enterprising Partnerships Leader, Public Speaker, Angel Investor, and partner of our second guest Mason Cosby, Founder of Scrappy ABM, ABM Speaker, TCK Husband, and 1X Girl Dad. These two help us all understand: The biggest reasons partner teams struggle to work with their growth teams How partner teams can avoid these pitfalls of working with growth teams Ways they can “go rogue” and start building pipeline without losing their job Building an ABM campaign that includes partners Efficient content creation with partners Facilitating logical referrals with these partner campaigns Ways partnerships people be looked at as a positive aspect of your growth teams day ‍Sponsors: ⁠Reveal⁠ - A free account mapping solution. ‍⁠Partnerhub⁠® - for finding and managing your partnerships.

    53 min
  7. What the young CEO of a $50M startup thinks about sales and partnerships w/ Mac Reddin of Commsor

    10/02/2023

    What the young CEO of a $50M startup thinks about sales and partnerships w/ Mac Reddin of Commsor

    In today’s sales climate, account executives and partnerships teams need to collaborate more than ever before to win deals.  Enter Mac Reddin, CEO of Commsor which is pivoting into sales enablement with their product Bronto.  Mac has been an outspoken contrarian this past year (follow him on LinkedIn) and is joining me today to share his views on partnerships, sales, and go-to-market.  On today’s episode, Mac and I discuss: How Mac interprets “The people are your partners” as a strategy Why partner people talking to partner about partnerships people doesn’t move the needle How can partnerships people actually move the needle for their org Community vs partners The future of partnerships  What Mac is and would do differently with a SaaS GTM strategy for the next two years The honest truth about partnerships as a team and process And we end with some advice on how to fix co-selling It get particularly good after minute 20, so hang in there… you’ll be happy you did.  ‍ ‍Sponsors: Reveal - A free account mapping solution. ‍Partnerhub® - for finding and managing your partnerships.

    53 min
  8. Efficient partner operations w/ Marco De Paulis

    09/22/2023

    Efficient partner operations w/ Marco De Paulis

    Marco De Paulis began his career work at top digital agencies before joining Privy as their agency-partnerships lead. He’s now been spearheading Ryder Commerce’s partner program using little more than Google docs, sheets, and Salesforce.  In this episode, Marco and I will dig through:  Marco’s tech stack for managing Ryder Commerce’s partner program Why he set it up the way he did When what type of solution or process makes sense Why some “typical” partner tech stacks and routines never make sense And we’ll take you through his actual template for partner success.  Resources: “How to run partnerships effectively without a software budget” - with a setup video and template links. Marco’s linkedin A free account to Partnerhub® if you are in the boat of needing a place to call partner operations home.  ‍Sponsors: Reveal - A free account mapping solution. ‍Partnerhub® - for finding and managing your partnerships.

    50 min
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About

This is a derivative of our popular "Make Them Famous" podcast about partner enablement. Only this time, I wanted to take a journalistic approach to uncover unique stories between partners. You will hear parts of the story being told in an interview I had with the guest. Then, you will hear my co-host Chris and I break down the key learnings of the story and provide more context or anecdotes from our experience running agencies and working with partner teams. Each episode will have: 1. A story involving partners. 2. What resulted. 3. Key learnings. Sponsors: Reveal.co/ Partnerhub.app/

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