54 episodes

Partnership Unpacked is your go-to guide to growing your business through partnerships - quickly.

Join award-winning marketer and partnership strategist Mike Allton as he meets the minds behind the brands and talks to exceptional experts with decades' worth of partnership experience. Each episode unpacks winning strategies and latest trends - from influencer marketing to brand partnerships - and ideas that you can apply to your own business to grow exponentially.

Whether you're a C-Suite Executive or a boss in the making, Partnership Unpacked will help you expand your knowledge, streamline your workflow, and take your business to the next level by unlocking the potential that partnerships have.

Ready to scale up? Then it’s time to sign up: agorapulse.com/calendar

Powered by Agorapulse: the #1 rated social media management solution.

Music by Jumbo, "Peripheral" (feat. Plum Soul)
Produced and Hosted by Mike Allton

Partnership Unpacked Mike Allton

    • Business
    • 5.0 • 22 Ratings

Partnership Unpacked is your go-to guide to growing your business through partnerships - quickly.

Join award-winning marketer and partnership strategist Mike Allton as he meets the minds behind the brands and talks to exceptional experts with decades' worth of partnership experience. Each episode unpacks winning strategies and latest trends - from influencer marketing to brand partnerships - and ideas that you can apply to your own business to grow exponentially.

Whether you're a C-Suite Executive or a boss in the making, Partnership Unpacked will help you expand your knowledge, streamline your workflow, and take your business to the next level by unlocking the potential that partnerships have.

Ready to scale up? Then it’s time to sign up: agorapulse.com/calendar

Powered by Agorapulse: the #1 rated social media management solution.

Music by Jumbo, "Peripheral" (feat. Plum Soul)
Produced and Hosted by Mike Allton

    The Importance of Trust, Communications, & Diplomacy in Strategic Partnerships with Greg Rust

    The Importance of Trust, Communications, & Diplomacy in Strategic Partnerships with Greg Rust

    Warren Buffet once said, “Partnership is not a legal contract between two equal individuals. It’s an emotional alliance between two people who are committed to each other’s success.” And that’s true, isn’t it? Whether you’re new to strategic partnerships or have been doing this for years, you doubtless understand that your most successful endeavors have been due to the relationships you forged with your partners.

    But as the field of partnerships has grown in recent years, so too has the challenge to partnership leaders who are now tasked to support every aspect of a business.

    How do you secure the right background for a successful career? And how do we develop the necessary skills to foster emotional alliances that achieve business results?

    That’s what we’re covering in today’s episode of Partnership Unpacked.

    Welcome back to Partnership Unpacked, where I selfishly use this time to pick the brains of experts at strategic partnerships, channel programs, affiliates, influencer marketing, and relationship building… oh, and you get to learn too! Subscribe to learn how you can amplify your growth strategy – with a solid takeaway every episode from partnership experts in the industry.

    When I left college after having studied History and Computer Science, my first salaried job was handling ERP support for Dana Corporation and helping our 80,000 employees deal with their questions about Baan, Lawson and Oracle. After a few years, I joined a local IT firm as Sales Manager and a few years after that, took a break from IT and sold swimming pools and hot tubs in Northern Ohio. Later I became an entrepreneur and started my own marketing business, The Social Media Hat, leveraged that into a role as CMO of Sitesell, and then shifted to Agorapulse where I’ve been leading partnerships since 2018.

    While one could say that I’ve been in sales & marketing for over twenty years and that the majority of that time has been in the digital space, the reality is that my career has not been a straight line.

    Surely it doesn’t always have to be like that. Wouldn’t it be nice to have a better understanding of what partnership leader roles today require in terms of skills, and how those can be developed and applied?

    That’s exactly what Greg Rust is going to talk to us about.

    Greg is the Senior Director - Global Holdco's & Digital SI Partnerships at Oracle and a 5 time Partner of the Year. He has decades of experience as a Global Strategic Alliance Executive that’s based on years working in sales, product management, and more. He’s established trusted relationships with key executives across multiple industries and verticals, and has just the diverse background and perspective we need to tackle this topic.

    Partnership Unpacked host Mike Allton talked to Greg about:

    ♉️ The ideal career path of a partnership leader today

    ♉️ The importance of establishing trust, both internally and externally

    ♉️ The role of communications and diplomacy in business partnerships
    Learn more about Greg Rust

    Connect with Greg Rust on LinkedIn
    Resources & Brands mentioned in this episode

    Oracle Subscribe to the show calendar: agorapulse.com/calendar Learn more about Agorapulse with a free demo
     
    Full Notes & Transcript: https://www.thesocialmediahat.com/blog/the-importance-of-trust-communications-amp-diplomacy-in-strategic-partnerships-w-greg-rust/
     
    Brought to you by Agorapulse: the #1 rated social media management solution.
     
    Music by Jumbo, "Peripheral" (feat. Plum Soul)
    Produced and Hosted by Mike Alton

    • 40 min
    How Global Partnerships at Can Generate Billions In Revenue with Max Rivera

    How Global Partnerships at Can Generate Billions In Revenue with Max Rivera

    Would your organization benefit from a global network of reseller partnerships?

    In a time when marketing budgets are shrinking and global economies are in turmoil, having resellers on the ground in various regions and countries who have already established a trusted relationship with your target audience is a real asset.

    But such a network isn’t tossed together overnight.

    Where do we start, and how do we grow and scale reseller partnerships to levels like what Snap has accomplished?

    That’s what we’re covering in today’s episode of Partnership Unpacked.

    Welcome back to Partnership Unpacked, where I selfishly use this time to pick the brains of experts at strategic partnerships, channel programs, affiliates, influencer marketing, and relationship building… oh, and you get to learn too! Subscribe to learn how you can amplify your growth strategy – with a solid takeaway every episode from partnership experts in the industry.

    We’ve talked in a previous episode about building agency partner programs and the idea of using resellers to grow our businesses is a topic I wanted to dig into more.

    How do we structure these programs? How do we expand into new regions? How do we measure success? I have so many questions…

    And what better way to learn than to talk to someone who has been there from the beginning with a tech company like Snap.

    Max Rivera joined Snap at an early stage to launch the international expansion practice before the company's IPO. He’s led high-performing global teams and launched the business across new markets in Latin America, Europe, Middle East and Africa. Today, he is leading some of the largest business partnerships, and he’s also an angel investor and board member for startups in emerging technology sectors.

    Partnership Unpacked host Mike Allton talked to Max Rivera about:

    ♉️ How reseller partnerships work for tech startups

    ♉️ How to start a reseller program that can scale globally

    ♉️ How to measure and achieve success with reseller partnerships

    Learn more about Max Rivera

    Connect with Max Rivera on LinkedIn Connect with Max Rivera on Twitter
    Resources & Brands mentioned in this episode

    Snap Subscribe to the show calendar: agorapulse.com/calendar Learn more about Agorapulse with a free demo  
    Full Notes & Transcript: https://www.thesocialmediahat.com/blog/how-global-partnerships-can-generate-billions-in-revenue-w-max-rivera/
     
    Brought to you by Agorapulse: the #1 rated social media management solution.
     
    Music by Jumbo, "Peripheral" (feat. Plum Soul)
    Produced and Hosted by Mike Alton

    • 31 min
    How To Go To Market With Partners Using Events with Kabir Uppal

    How To Go To Market With Partners Using Events with Kabir Uppal

    Because events are not only great for lead generation, but also for attendees to learn about you as much as other attendees, they’re a hot bed for growth and opportunity. And like all marketing and sales motions, events are even better with partners.

    How can we use events to go to market with partners, and what does that even look like?

    That’s what we’re covering in our first episode of Partnership Unpacked, season two!

    Welcome back to Partnership Unpacked, where I selfishly use this time to pick the brains of experts at strategic partnerships, channel programs, affiliates, influencer marketing, and relationship building… oh, and you get to learn too! Subscribe to learn how you can amplify your growth strategy – with a solid takeaway every episode from partnership experts in the industry.

    I’ve been hosting massive online conferences virtually every quarter since 2018, and they’re a tremendous amount of work. Countless hours building agendas and assets and driving attendees.

    But they’re also extremely valuable and rewarding. Our annual Agency Summit, for instance, attracts over 3,000 marketing agency owners and technicians every year, and features dozens of speakers and dozens of partners.

    How can you integrate events into your go to market strategy, and how can bring partners along to make these events even more effective?

    That’s exactly what Kabir Uppal is going to talk to us about.

    "My definition of go to market is really finding your customers where they are. With the right messaging and positioning that shows them that your product or service can help them achieve a goal or overcome a challenge and to try to keep it as simple as possible."
    Kabir Uppal
    Partnership Unpacked host Mike Allton talked to Kabir Uppal about:

    ♉️ What a GTM co-marketing event partnership might look like
    ♉️ Different kinds of events partners can employ
    ♉️ Best practices for ensuring event success

    Learn more about Kabir Uppal

    Connect with Kabir Uppal on LinkedIn Connect with Kabir Uppal on Twitter
    Resources & Brands mentioned in this episode

    Airmeet Chili Piper How To Drive Successful Content Partnerships w/ Josh Bernoff Subscribe to the show calendar: agorapulse.com/calendar
    Learn more about Agorapulse with a free demo
     
    Full Notes & Transcript: https://www.thesocialmediahat.com/blog/how-to-go-to-market-with-partners-using-events-w-kabir-uppal/
     
    Brought to you by Agorapulse: the #1 rated social media management solution.
     
    Music by Jumbo, "Peripheral" (feat. Plum Soul)
    Produced and Hosted by Mike Alton

    • 33 min
    Partnering with AI Throughout the Partnership Journey w/ Katie Richman

    Partnering with AI Throughout the Partnership Journey w/ Katie Richman

    Every episode of the classic Western TV Show, The Lone Ranger, started out, "With his faithful Indian companion Tonto, the daring and resourceful masked rider of the plains led the fight for law and order in the early west. Return with us now to those thrilling days of yesteryear. The Lone Ranger rides again!" And throughout the decades since, the concept of working alone has often been equated with being a Lone Ranger. And we’ve used that phrase here on this very show.

    But it’s a bit of a misnomer, isn’t it? The Lone Ranger wasn’t alone, he had his friend and colleague Tonto with him to help.

    Tonto wasn’t a Ranger of course, but having a resource to turn to who at least has some understanding of our world and environment can be a real asset. It can help us lone partnership heroes feel less isolated, and give us additional avenues of research and brainstorming.

    Can AI be that kind of faithful companion for us today?

    That’s what we’re covering in today’s episode of Partnership Unpacked.

    Welcome back to Partnership Unpacked, where I selfishly use this time to pick the brains of experts at strategic partnerships, channel programs, affiliates, influencer marketing, and relationship building… oh, and you get to learn too! Subscribe to learn how you can amplify your growth strategy – with a solid takeaway every episode from partnership experts in the industry.

    Today we’re in for a real treat, as we’re joined by one of my best friends and she just happens to be a brilliant expert in generative AI. And she’s going to help me, er… us… with the fact that many of us are operating as partnership department leaders yet we’re a team of one. We’re expected to foster new relationships, bring on new partners, spearhead new initiatives, and often do that across several different kinds of partnership types.

    How can AI help us to be more efficient and feel less isolated?

    That’s exactly what Katie Richman is going to talk to us about.

    Katie spent decades at the intersection of content production, brand storytelling, and emerging tech at well-known brands like ESPN and Meta. She’s now an incredible writer, thought leader, and consultant in the generative AI space, conducting emerging tech workshops and coaching sessions for industry leaders and executives. She’s a tech optimist but a business operations realist, and we’re blessed to have her with us today to help us understand the power of generative AI.

    Partnership Unpacked host Mike Allton talked to Katie Richman about:

    ♉️ Why partnership leaders should utilize AI in every aspect of their work

    ♉️ How AI can help with pitching and onboarding partners

    ♉️ Where partnership leaders can use AI for campaigns and engagement

    Subscribe to the show calendar: agorapulse.com/calendar

    Learn more about Katie Richman

    Connect with Katie Richman on LinkedIn Connect with Katie Richman on Twitter
    Resources & Brands mentioned in this episode

    TechNormal Marketing AI Institute ChatGPT & Open.ai Magai & Dustin Stout HubSpot Jenn Herman Finding Success in B2B SaaS Partnerships w/ Kate Skerrett Subscribe to the show calendar: agorapulse.com/calendar Learn more about Agorapulse with a free demo Full Notes & Transcript: https://www.thesocialmediahat.com/blog/partnering-with-ai-throughout-the-partnership-journey-w-katie-richman/
     
    Brought to you by Agorapulse: the #1 rated social media management solution.
     
    Music by Jumbo, "Peripheral" (feat. Plum Soul)
    Produced and Hosted by Mike Alton

    • 48 min
    How A Serial Partnership Leader Defines Success w/ Tai Rattigan

    How A Serial Partnership Leader Defines Success w/ Tai Rattigan

    Through the first three quarters of 2023 in the U.S., over 170,000 tech workers have been laid off.
     
    Now, more than ever, it’s critical for partnership teams to be focused on the right initiatives and have plans in place to measure and demonstrate success.
     
    How do we prioritize the right partners? Where are strategic partnerships headed in the coming years, and how do we define success?
     
    That’s what Tai Rattigan is here to help us with.
     
    Tai is a giant in the partnership space having built teams at Optimizely, Amplitude and Deel. And he’s co-founded an organization, Partnership Leaders, dedicated to providing partnership pros with a community and the resources they need to succeed.
     
    Partnership Unpacked host Mike Allton talked to Tai Rattigan about:
     
    ♉️Prioritizing the right partners
    ♉️Measuring partnership success
    ♉️The future of strategic partnerships
     
    Subscribe to the show calendar: agorapulse.com/calendar
     
    Learn more about Tai Rattigan
     
    Connect with Tai Rattigan on LinkedIn
    Connect with Tai Rattigan on Twitter
     
    Resources & Brands mentioned in this episode
     
    Deel
    Partnership Leaders
    Subscribe to the show calendar: agorapulse.com/calendar
    Learn more about Agorapulse with a free demo


    Full Notes & Transcript: https://www.thesocialmediahat.com/blog/how-a-serial-partnership-leader-defines-success-w-tai-rattigan/(opens in a new tab)
     
    Brought to you by Agorapulse: the #1 rated social media management solution.
     
    Music by Jumbo, "Peripheral" (feat. Plum Soul)
    Produced and Hosted by Mike Alton

    • 51 min
    How To Drive Successful Content Partnerships with Josh Bernoff

    How To Drive Successful Content Partnerships with Josh Bernoff

    One of the keys to successful partnerships is the creation of great content.
     
    You might not always equate partnerships with content, but the fact is, the partnership space is filled with content-filled satellites such as onboarding, case studies, pitches, white papers, reports, sales introductions, books, and of course the more obvious rockets such as blog posts, eBooks and webinars.
     
    Each one an opportunity to partner with a colleague within your organization, or a partnership leader from another brand.
     
    How can we ensure these content partnerships succeed?
     
    That’s what Josh Bernoff is here to help us with.
     
    Josh is a prolific writer and is dedicated to helping other businesses and authors publish amazing content. Books he has written or collaborated on have generated over $20 million for their authors. Josh’s daily blog at Bernoff.com has topped 4 million views. He was formerly senior vice president, idea development at Forrester Research, where he spent 20 years analyzing technology and business.
     
    Partnership Unpacked host Mike Allton will ask Josh Bernoff on Date at Time:
     
    ♉️How brands can leverage content partnerships
    ♉️Where to start to ensure a successful partnership
    ♉️What pitfalls to avoid with content partnerships
     
    Subscribe to the show calendar: agorapulse.com/calendar
     
    Learn more about Josh Bernoff
     
    Connect with Josh Bernoff on LinkedIn
    Connect with Josh Bernoff on Twitter
     
    Resources & Brands mentioned in this episode
     
    Bernoff.com
    Subscribe to the show calendar: agorapulse.com/calendar
    Learn more about Agorapulse with a free demo


    Full Notes & Transcript: https://www.thesocialmediahat.com/blog/how-to-drive-successful-content-partnerships-w-josh-bernoff/
     
    Brought to you by Agorapulse: the #1 rated social media management solution.
     
    Music by Jumbo, "Peripheral" (feat. Plum Soul)
    Produced and Hosted by Mike Alton

    • 36 min

Customer Reviews

5.0 out of 5
22 Ratings

22 Ratings

MajorFury99 ,

A must listen for business owners

Mike Allton has done a tremendous job creating a podcast that addresses what many business owners struggle with, partnerships. Each episode gives you not only a different perspective on how to get started with partnerships, but also how people have and are doing it to grow their personal and professional brand. Looking forward to the future episodes as I am sure they will be just as good or better than the ones I have listened to so far. Also great to know that there is also a video version available and will be checking that out too!

PeggyFitz ,

A Must-Listen Podcast for Building Successful Partnerships

I recently found the Partnership Unpacked podcast, and it was a fantastic listen. Mike's in-depth knowledge on partnerships and how to make them successful is truly impressive. The episodes are well-structured and easy to follow. Mike's guests are top-notch and brought a wealth of experience and insight to the table. If you're looking for a podcast that will help you navigate the world of partnerships, I highly recommend Partnership Unpacked. Mike Allton is a great host, and the podcast is packed with valuable information that can help you succeed.

Farzad Rashidi ,

Awesome host

I’ve been a big fan of Mike’s work for years. It’s always good to listen to shows hosted by experts who have been there, done that.
I highly recommend the show to anyone in the partnership world.

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