“The Sumo Advantage is… alignment with a major market force, capability, or accelerator with the intent to generate revenue and grow market share. It’s a partnership that drives momentum and revenue growth and is, most importantly, a clear and present danger to your competition.”
That’s a quote from Bernie Brenner’s book, The Sumo Advantage, and it describes a scenario where a smaller brand is able to forge a partnership with a much, much larger brand, that’s still mutually beneficial.
How do you find that kind of partner, and create such a relationship?
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.
And when I say that I like to pick the brains of experts, that’s not hyperbole. That’s exactly what I’m going to be doing today.
I’ve studied Bernie Brenner’s experiences with TrueCar, listened to Jared Fuller’s story of his time at PandaDoc, and marveled how they were able to secure partnerships with brands ten times larger than their own.
Wouldn’t you like to forge a partnership with some of the biggest players in your industry?
Well, that’s exactly what Samantha Yarborough is going to talk to us about.
As the SVP of Partnerships at PFL, she manages a partner ecosystem of ISV partners and a cornerstone partnership with Salesforce… only one of the largest technology companies in the world at $153 billion in value… Sam has built a company-wide strategy to embrace partnerships with all facets of the go-to-market motion. With a background in marketing, design and strategy, partnerships is an accumulation of her strengths and passions - bringing people together to creatively solve problems, approach technologies, and deliver mutually beneficial results.
She also co-hosts the terrific podcast, Friends With Benefits the business podcast about revenue generating partnerships, with her husband.
Partnership Unpacked host Mike Allton talked to Sam Yarborough about:
♉️ What a Cornerstone Partnership might look like
♉️ How to go about finding a potential cornerstone partner
♉️ The tools and tactics brands should employ when partnering with big players
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Learn more about Sam Yarborough
Connect with Sam Yarborough on LinkedIn
Resources & Brands mentioned in this episode
PFL
Salesforce
The Sumo Advantage
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Full Notes & Transcript: https://www.thesocialmediahat.com/blog/how-to-develop-a-strategic-partnership-into-a-cornerstone-w-sam-yarborough/
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Music by Jumbo, "Peripheral" (feat. Plum Soul)
Produced and Hosted by Mike Allton