Partnership Unpacked

Partnership Unpacked

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

Episodes

Driving More Partner-Sourced Leads From Webinars with Justin Zimmerman

March 11, 2024 • 46 mins
Webinars are back. According to a recent report from Crossbeam, webinar utilization is now back to pre-pandemic levels and continues to grow. But as soon as I tell you that, you’re immediately reminded of the fact that your last webinar saw just 25 registrants and only a few attendees, right? If everyone’s doing webinars again, they must be seeing some success, so how do we get there? How do we drive more qualified lead...
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The Importance of Trust, Communications, & Diplomacy in Strategic Partnerships with Greg Rust

January 29, 2024 • 40 mins
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 fie...
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How Global Partnerships at Can Generate Billions In Revenue with Max Rivera

January 22, 2024 • 32 mins
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 ...
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How To Go To Market With Partners Using Events with Kabir Uppal

January 15, 2024 • 33 mins
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! ...
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Partnering with AI Throughout the Partnership Journey w/ Katie Richman

December 4, 2023 • 48 mins
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 u...
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How A Serial Partnership Leader Defines Success w/ Tai Rattigan

November 27, 2023 • 51 mins
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...
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How To Drive Successful Content Partnerships with Josh Bernoff

November 20, 2023 • 36 mins
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...
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How To Build A B2B SaaS Agency Partner Program w Franz-Josef Schrepf

November 13, 2023 • 37 mins
B2B SaaS companies all have a shared challenge:   Helping their customers actually succeed with their product.   You can have all the help videos and tutorials in the world, but sometimes customers want someone else to do the work and for that, they’re going to turn to an agency.   Should we partner with agencies? What should that look like?   That’s what Franz-Josef Schrepf is here to help us with.   During the height of...
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How To Be A Successful Lone Ranger In Partnerships w Cory Snyder

November 9, 2023 • 42 mins
Are you the only partnership professional in your organization?   Are you struggling to demonstrate value to your team and organizational leadership?   Are you tired of recruiting new partners only to see those relationships fizzle out?   That’s what Cory Snyder is here to help us with.   Cory is the VP of Partnerships at Sendoso and has been in this industry for decades. He’s seen new technology and new mindsets be develop...
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How One Of The Largest MarTech Marketplaces Achieves Scale w/ Greg Karelitz

October 30, 2023 • 48 mins
How do you successfully scale a partner ecosystem with hundreds of partners?   We talked about starting a marketplace of partners for your business in a previous episode, but what happens when your early success translates into increased demand and a slew of new partners? There are app ecosystems in the MarTech space that have grown to thousands of partners and integrations. How did they get to that level of success?   That’s w...
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Finding Success in B2B SaaS Partnerships w/ Kate Skerrett

October 23, 2023 • 34 mins
One of the key tenets of our podcast here is the fact that there are a lot of different kinds of partnerships out there. Affiliates, influencers, tech integrations… and of course sales and marketing.   Which means one of the challenges facing B2B businesses is knowing which kind or kinds of partnerships to pursue.   Wouldn’t it be great to learn how other B2B SaaS companies are leveraging partnerships today?   That’s what Kat...
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How To Approach Marketplace Ecosystem Development with Jason Lampkin

October 16, 2023 • 26 mins
In 2008, Apple launched the App Store for their iPhone product and for the first time, allowed 3rd party developers to build apps for their OS and charge associated fees.   In 2022, that ecosystem generated $1.1 trillion in developer billing and sales, and has driven hundreds of billions of dollars for developers. That ecosystem is now the most lucrative aspect of Apple’s business, and a model for partnership that many businesse...
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How To Get Internal Buy-in For Strategic Partnership Success with Daniela Garcia

October 9, 2023 • 25 mins
Have you ever vouched for someone only to have them fall well short of the mark? How’d that make you feel? Disappointed? Embarrassed? How likely would you be to recommend that person again, and, worse yet, how would your recommendation be received in the future? That’s the kind of problem that can occur when you don’t have buy-in from your internal stakeholders and your own organization when you kick off a partnership w...
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How To Grow Internationally As A Creator with Victoria Blinova

October 2, 2023 • 39 mins
If you want to become a creator and influencer today, you have a tremendous number of options when it comes to platforms and formats. Do you focus on short-form content on X or Threads? Do you spend your time crafting vertical videos for TikTok or YouTube Shorts? Or do you invest more time in long form video content for YouTube, or even podcasts like this one? And regardless of which platform and format you choose, you will...
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How Strategic Partnerships Can Rescue Your Revenue Team with Allan Adler

September 25, 2023 • 35 mins
How is your revenue team doing? Did they miss their numbers last period? Are they frustrated with a lack of qualified leads and pipeline? Are they looking to partnerships, and to YOU, for help? 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, affilia...
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How To Develop A Strategic Partnership Into A Cornerstone with Sam Yarborough

September 18, 2023 • 33 mins
“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...
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How CMOs and Partnership Leaders Should Approach New Technologies Like AI with Mitch Joel

September 11, 2023 • 36 mins
In 2022, Google announced that their Analytics product would have an entirely new version by Summer 2023, and that all brands would need to update and change. The year before that, it was announced that the mechanism most marketers used to track website visitor activity, cookies, would be going away. In those instances, we had advance notice that change was coming. With disruptive technologies like AI, change is thrust upon us ...
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How Brands Can Maximize Influencer Partnerships with Adam Rossow

September 4, 2023 • 33 mins
Just like launching a rocket into space requires a tremendous amount of initial energy to achieve lift-off, launching a new influencer marketing campaign with brand new influencers takes a tremendous amount of work. But, once a rocket achieves a certain altitude, gravitational forces sheer away and the rocket can continue moving out into space on pure momentum. Influencer marketing can work the same way! What if you could l...
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The Latest Developments In Influencer Marketing with Krishna Subramanian

August 28, 2023 • 22 mins
I’ve been blogging about social media and the various networks since 2011, and have had a front-row seat as change after change change was pushed upon us as marketers and we had to scramble to learn and adapt. New social networks cropping up. Old social networks shutting down. New best practices to learn. Old best practices to forget. And throughout, it’s been even more complicated for influencers and the brands who want to...
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Personal Branding for Partnership Leaders and Marketing Executives with Bob Cargill

August 21, 2023 • 28 mins
Relationships are everything. That’s been the resounding theme throughout every episode of this podcast. From developing strategic brand partnerships, to working with brilliant influencers, every guest has stressed how important it is to develop key relationships. What they haven’t said though is how important personal branding is to that endeavor. Whether you’re a seasoned marketing executive or an up-and-coming B2B influencer...
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