On today's episode, we dive deep with Brian Jambor, a true architect of partnerships and human connection. In this episode of Friends with Benefits, Brian unpacks the nuances of scaling partnerships, shares lessons from his career, which range from making headlines in the Wall Street Journal to launching innovative AI collaborations, and gives his take on the future of partnerships in the age of AI. Discover why trust, ethics, and connection are at the heart of his success, and hear how he’s helping redefine partnerships as a genuine, people-first approach to business. If you’re passionate about building impactful alliances, this episode is packed with insights to guide your journey.

In this episode of Friends with Benefits, Jason and Sam sit down with Jen Igartua, CEO of GoNimbly, to talk all things RevOps. Jen walks us through her journey in the world of revenue operations, unpacking how RevOps has become essential for scaling B2B SaaS companies. We dig into the value of operationalizing partnerships and hear how GoNimbly has made this a core part of their strategy, especially through their powerhouse partnership with Gong. Jen also dives into the trickier side of RevOps, like solving attribution challenges and syncing up with C-suite priorities. And as a bonus, we get a peek into her creative world of improv and game design, showing us how creativity and adaptability make all the difference in business. This episode is packed with laughs, strategic insights, and Jen’s unique take on where RevOps and partnerships intersect.

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

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

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. 

Key Takeaways:

• 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.

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.

Takeaways

• 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.

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.

Takeaways

• 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.

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 Howerton

Resources:

• Aaron Howerton on LinkedIn

Chapters:
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 episode of Friends with Benefits, hosts Jason and Sam are joined by Aaron Leeder, VP of Partnerships at Pavilion, to explore the innovative role of partners as sponsors within the B2B landscape. Aaron shares insights from his experience at Pavilion, where sponsorships have evolved to provide authentic value to the community while supporting the organization's growth. Discover how Pavilion balances sponsors' needs with its members' expectations, creating meaningful connections that transcend traditional partnership models. Tune in to learn how thoughtful engagement and a commitment to community can drive success in partnership strategies.

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 Baer

Chapters:

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

Justin Zimmerman joins the show to share his insights on building a community and the importance of authenticity. 

He emphasizes the power of small, consistent actions and the value of personal connections. Justin also discusses the future of sales and the role of influencers in the industry. 

He talks about his journey of building his own business and the lessons he has learned along the way. Justin also introduces a tool he has developed called "hand raised" that helps capture event intent and generate qualified leads.

**Key Takeaways:**

- Building a community starts with creating a sense of belonging and connection.
- Consistency and authenticity are key to building strong relationships.
- Going to market first and establishing a brand can lead to better product development.
- Webinars are a powerful tool for generating leads and capturing event intent.
- The traditional webinar model of driving registrations and hoping for attendance is flawed.
- First-party data collection and segmentation are crucial for effective lead generation.
- Justin has developed a tool called "hand raised" that captures event intent and connects with sales.

**Quotes:**

- "Consistency over intensity, small daily doses of action lead to big results."
- "People respond to people, not brands."
- "Go to market first and establish a brand before launching a product."
- "Hope is one of the biggest risks in webinars."
- "Event intent is some of the most killer overlooked underutilized intent."
- "How do you find prior to register prior to attendance? That's what we're really looking for."
- "I've learned so much about what works and what's missing in those pain points."
- "I've developed a tool called 'hand raised' to capture demand and connect with sales."
- "Print something off, give yourself a sales pitch, and capture leads in real time."

Matt Quirie joins Sam and Jason Yarborough to share his insights on building strong relationships, maintaining a positive company culture, and the importance of effective communication. 

He emphasizes the need for mutual respect, active listening, and trust in all relationships. Matt also discusses the impact of implementing a "no assholes" policy at ROI DNA and how it has positively influenced their company culture. 

He advises establishing successful partnerships based on trust, value, and shared goals. Additionally, Matt talks about his personal project, Ubiverse, a resort in Downeyville, and his vision of creating a space for community, nature, and learning.

**Key Takeaways:**

- Mutual respect, active listening, and trust are essential for building strong relationships.
- Implementing a "no assholes" policy can create a positive company culture.
- Partnerships should be based on trust, value, and mutual goals.
- Building trust and maintaining open communication are crucial in partnerships.
- Providing value and bringing new ideas can help establish and strengthen partnerships.
- Effective communication requires continuous questioning and clarification to ensure understanding.
- Documenting agreed-upon goals and priorities can help maintain consistency in partnerships.

**Quotes:**

- "Mutual respect is the key to any relationship." - Matt Quirie
- "Active listening is about really taking in what people are saying versus thinking about what to say next." - Matt Quirie
- "Building purposeful relationships requires respect, trust, and community." - Matt Quirie
- "You can't assume at face value the answer is what it means sometimes." - Matt Quirie
- "Having agreed-upon goals and priorities documented is a huge head start in partner relationships." - Matt Quirie

**Chapters:**

00:25 Introduction and Thanksgiving Recap
01:26 Introducing the Guest: Matt Query
02:14 The Power of Relationships
04:24 The Importance of Active Listening
10:21 The 'No Assholes' Policy at ROI DNA
12:53 Maintaining Company Culture Amidst Growth
15:32 The Challenges of Upholding Core Values
24:15 The Importance of Trust in Partnerships
25:33 The Role of Transparency in Successful Partnerships
26:46 The Impact of Trust and Understanding in Partnerships
27:38 Building Trust in Partnerships
27:54 The Importance of Communication in Partnerships
28:04 Building Successful Partnership Models
30:04 Challenges in Partnership Dynamics
31:32 The Impact of Partnership Tiers
32:59 Building Trust Beyond Individual Relationships
34:09 The Role of Incentives in Partnerships
35:47 The Importance of Defining Core Focus in Business
37:53 The Role of Partnerships in Business Growth
40:58 The Importance of Establishing a Strong Foundation in Partnerships
47:10 The Dream of Building a Community Resort

Grayson Hogard, founder of Grove Cookie Company, joins Sam and Jason to share his journey of starting a cookie business and building partnerships in the B2B space. 

He emphasizes the value of building relationships and how cookies can enhance the gifting experience. 

Grayson discusses the impact of partnerships with platforms like Postal and Sendoso, and the importance of maintaining authenticity while scaling his business. He also talks about his joy and passion for his work and how cookies can be a powerful tool for opening doors and establishing relationships.

**Key Takeaways:**

- Building relationships and partnerships can change the trajectory of a small business.
- Cookies can be more than just a delicious treat; they can enhance the gifting experience and foster relationships.
- Authenticity and providing value are crucial in maintaining partnerships and scaling a business.
- Direct mail and personalized messages can be effective in building relationships and driving business growth.

**Quotes:**

- "Cookies are a relationship enhancer." - Grayson Hogard
- "The box of cookies reminded the CRO to get back to the account executive and led to a 40X deal." - Grayson Hogard
- "I would love to send a box of cookies to Elon Musk. I think that would just be... That would be hilarious." - Grayson Hogard

******************Chapters:******************
00:11 Introduction and Welcome
00:40 Personal Updates and New Job Announcement
01:37 Introducing the Episode's Theme: Tasty Partnerships
01:47 The Story of Grove Cookie Company
02:06 The Power of Building Relationships in Business
03:45 Interview with Grayson Hogart, the Cookie Man
06:20 The Birth of Grove Cookie Company
15:44 The Role of Partnerships in Grove Cookie Company's Success
22:15 The Power of Direct Mail and Cold Calling
23:45 The Importance of Partnerships
24:11 The Power of Reciprocity in Partnerships
24:32 The Impact of a Strong Partnership
25:05 The Role of Fun in Business Relationships
26:13 The Value of Gifting in Business
27:07 The Concept of Cookies as a Service
28:56 Building Relationships through LinkedIn
35:45 The Challenges of Scaling a Business
40:57 Balancing Work and Personal Life
46:04 The Power of Cookies in Building Relationships

In this episode of Friends with Benefits, hosts Jason and Sam welcome Andrea, a prominent figure in the Salesforce ecosystem (Salesforce MVP Hall of Famer 🤯) and CEO of Sercante. 

The conversation delves into Andrea's journey from a Salesforce user to a successful entrepreneur, highlighting the founding and growth of Sercante, a company focused on creating seamless digital experiences using the Salesforce platform. Andrea shares insights into the challenges of naming a company, the importance of partnerships, and the evolution of Sercante, including its recent acquisition by Triliad. As a Salesforce MVP Hall of Famer, Andrea also discusses her contributions to the community and offers valuable advice for aspiring entrepreneurs. The discussion touches on her personal experiences as a female founder and mother, providing a well-rounded perspective on balancing professional and personal life.

Sam and Jason Yarborough discuss the importance of values and storytelling with Priya Sam, a storytelling expert and solutions engineer at Slack. They explore the role of core values in shaping one's narrative and the impact of personal stories on building confidence and trust. Priya shares her journey from journalism to tech and how she helps individuals and companies craft their narratives. They also discuss the power of networking and mutual benefits in career growth and the importance of active listening in building connections.

About Priya Sam:
Priya Sam is a storytelling expert and solutions engineer at Slack. With a background in journalism and a passion for sharing personal stories, Priya helps individuals and companies understand the power of storytelling and how it can impact their success.

Key Takeaways:

- Establishing core values helps guide decision-making and shapes one's narrative.
- Personal stories are the foundation of confidence, trust, and value.
- Actively listening and repeating information back to someone helps establish trust and value in a conversation.
- Building a network is essential for success, and mutual exchange benefits are crucial in partnerships.
- Reflecting on pivotal moments in life and understanding the lessons learned can help shape personal narratives and build confidence.

Quotes:

"Your story is where your confidence comes from." - Priya Sam
"People remember feelings and how you made them feel." - Priya Sam

Chapters:

00:58 Discussion on Core Values and Their Impact
02:38 Introduction to Guest - Priya Sam
02:59 Priya's Journey from Journalism to Tech
03:46 The Power of Personal Stories
05:57 The Role of Storytelling in Building Confidence
12:41 The Importance of Networking and Mutual Benefits
15:33 The Art of Storytelling and Its Impact
20:08 The Journey of Building a Network
32:45 The Power of Journaling and Reflection

Cody Sunkel, co-founder of Partner Fleet, joins Sam and Jason to discuss the value of ecosystem marketplaces and the challenges of building one. He emphasizes the importance of creating a lovable product that solves a big problem and provides a seamless user experience. 

Cody also highlights the role of partnerships in driving value and how marketplaces can be integrated into marketing and sales strategies. He shares his personal journey from the fitness world to the tech industry and the impact of physical health on mental well-being and overall performance.

**Key Takeaways:**

- Partner Fleet is an ecosystem marketplace platform that allows companies to build and scale their partner programs without the need for extensive development.
- A marketplace can be a valuable tool for promoting partners and generating leads in a hands-off way.
- Integrations are a top consideration for buyers in the SaaS industry, making a marketplace a valuable asset for companies.
- Building a foundation and establishing relationships are crucial in partnerships to ensure long-term success.
- Prioritizing physical health can have a positive impact on mental health and overall well-being.

**Quotes:**

- "Valuable is not enough. Your product needs to be lovable." - Cody Sunkel
- "You can have a user base that, if you have an integration, they're going to adopt it no matter what because it's that high in demand." - Cody Sunkel
- "Partnerships are more relational in nature, but you can have a user base that will adopt an integration because it adds value." - Cody Sunkel
- "Partnerships go beyond just the relationship aspect. It's about all the points of influence that impact a buyer or customer." - Cody Sunkel

**Chapters**:
00:06:34 Partner fleet is an ecosystem marketplace platform.
00:09:21 Creating shared vision
00:17:11 Big problem solved with simple, out-of-box approach.
00:20:19 Ecosystems, partnerships, influence, reviews, social proof, value
00:24:10 Marketplace revenue activities can be interconnected strategically.
00:33:44 Got into gymnastics strength training after quitting diving.
00:38:16 Foundation needed for injury-free CrossFit training.
00:41:41 Spot-on advice for a successful partnership.
00:45:59 "Just start. Physical health impacts everything."
00:50:25 Prioritize recreation over work for balance.

After surviving a near-death experience in his twenties and overcoming his opioid addiction, Scott Leese stopped caring about what other people thought of him. Instead, he went after what he wanted in life with gusto.  

Scott Leese is a master at building trust and relationships. Scott says the market has changed. No one takes cold calls anymore. 

Scott tells us how to navigate our new sales environment by building relationships, community, and trust. 

He also shares tips on work-life balance, raising kids, and his favorite movie.

Highlights:
00:00 Intro to Scott Leese
06:00 Overcoming life-threatening illness, finding voice
07:01 Stop worrying about what other people think
10:13 People first vs. revenue first
13:18 Creating a safe environment: vulnerability encourages openness.
18:38 Helping others now can benefit you later.
22:00 Nobody uses voicemail anymore
23:34 Email overload, notifications, and behavioral shifts affect tactics. 
25:11 Partnerships vs. sales
32:03 Use your network to sell
33:34 Partnerships can tap into existing networks.
39:11 Relevance is important; connections and visibility matter.
41:18 Avoid buying followers, engagement, or using pods to game the system. Build an authentic network.
48:17 Use others' networks for faster results.
53:45 Worked hard for better weekend enjoyment.
55:32 Advice for parents
58:11 Where does the movie Point Break rank?

Relationships Matter: Whether it's within your own organization or with external partners, maintaining strong relationships is the holy grail to success. Justin Gray points out that threading relationships across the entire organization is key to building a successful org.

If you want to be effective, you need to master curiosity and communication.

Justin highlights that there aren’t many sales and service partnerships available, which presents a huge opportunity for those who can navigate both sides of the equation. 

By deeply understanding your customers' needs and creating a partner program that aligns with those needs, you can drive customer happiness and build revenue.

Highlights:
03:30 Relationships = Currency of Success
30:21 Can't be a one-man band
33:07 Relationships = referrals
34:56 Ads aren't working; the only thing that's working is trust
36:38 Partnerships must start with early sellers
39:18 It's all about WHO you know and the value of those relationships
40:44 You have to give to get
54:06 You have to be curious
01:01:12 Balancing work and life

How can partner teams and marketing teams work together to genuinely influence hearts and minds?

Blake Williams, CEO of Ampfactor, joins us to dive into account-based Marketing (ABM). Instead of the spray-and-pray approach that many marketers take, Blake advocates for a sniper-like targeted approach. You can gain trust and drive results by surrounding your prospects with targeted messages and influencers.

Blake also shares how he manages multiple companies while raising four girls. Sam, Jason, and Blake share strategies they’ve used for personal growth and time management. 

Highlights:
00:56 Intro to Blake Williams
04:45 What is ABM for partners?
10:45 Give vs. get portfolio
12:30 Influencing hearts and minds
13:15 Get your sellers to come to you
14:53 How to get your C-suite on board with ABM
15:14 ABM starts with education
16:59 Build trust first
18:47 Earn your seat at the table
20:48 Share your ideas, be willing to put yourself out there
22:24 Communication is key
22:54 What is AmpFactor?
29:25 The role of AI in marketing
39:11 Serial entrepreneurship
46:04 Always have an exit plan and a side hustle
48:05 Give 150%
49:47 Personal development
51:55 What does Blake do to practice personal development?
59:14 Work-life balance with kids
01:01:09 Structuring your energy throughout the day

How do you scale partnerships to play with the big players like Salesforce? 

Jill Dignan takes us on a journey through the successes she’s had driving traffic through channel relationships. She shares insights on the importance of leading with empathy in partnerships.

 Join us as we dive deep into the intricacies of building meaningful relationships, overcoming challenges with partners and pricing, and the value of mentorship in a challenging work environment. 

Highlights:
00:43 Dreamforce and INBOUND recap
01:32 Intro to Jill Dignan
02:43 Stumbling into partnerships
04:07 You can't have empathy without action
10:29 Empathy and business
11:27 Building a StoryBrand
13:45 How do you show empathy in business
20:01 How to start building relationships
26:28 Thinking outside the box
29:34 Managing relationships in Salesforce
36:34 How do we get the partnerships flywheel in motion
38:35 Building a Nearbound strategy
40:30 Who do you look to as mentors?
45:32 How to find a mentor
51:04 What books do you recommend?

How do you prioritize relationships when revenue is so important? Vaughn Mordecai of Mindmatrix says it’s a paradox. If you focus only on revenue, you won’t have any. Vaughn shares a story about stepping in and mending a relationship that was about to go south—it ended up gaining him a huge boost in his job title.

When you prioritize relationships, focus on authenticity, and solve customer problems, you end up making more money. Join Sam and Jason Yarborough as they talk with Vaughn about the importance of focusing on building relationships in order to grow revenue.

00:00 Intro
01:55 What does, friends with benefits mean to you?
02:27 Partnerships quickly become friendships
04:03 Vaughn's background in sociology helps him understand partnerships
06:18 Language changes our perception of the world
09:00 Vaughn on authenticity
10:27 The basis of good business is relationships
10:58 Vaughn bails out CEO - and becomes VP
12:03 Have your partners back at all times
14:09 Be the most obvious solution
15:27 Jump in, even if you don't feel ready
18:12 The importance of empathy
20:09 Empathic leadership
21:54 Be wary of focusing too much on revenue
24:22 There's no substitute for experience and trust 
26:34  Relationships over revenue
30:14 Brand, KPIs and outcomes
33:06 How do you find a middle ground between revenue and relationships?
35:44 Finding a balance between making money and enjoying life
37:11 Show leadership the return on investment from partnerships
38:25 Automation and partnerships
42:05 Partnerships drive revenue without all the additional headcount
44:26 Where are partner programs struggling today?
46:10 Channel vs. partnerships
48:54 Public vs. private ecosystems

It's conference season! This is our FIRST "short" and we're diving in with our first repeat guest - Mike Davis, CRO or Invisory! 

In this episode, we talk with Mike (an expert Dreamforce attendee) on how to get the most out of your time on the ground at Salesforce's biggest conference of the year. While we are talking Dreamforce, the tips shared can and should absolutely be used for all conferences! 

Sam and Yarby switch it up a bit this episode! On this episode, Yarby interviews Sam, asking all the hard-hitting questions. Sam is the SVP of Partnerships at PFL.com, working in the Salesforce ecosystem. Sam dives into what it was like when she first started working in partnerships, partner marketing, and using a crawl, walk, run approach. Sam and Yarby also discuss their marriage and family and Sam’s recent decision to start doing yoga, which has helped her feel more like herself.

Adrienne Coburn, Director, Global Partner Programs at Oyster, joins the show to discuss her approach to professional relationships, understanding your own strengths, and balancing work and life. Adrienne gets specific about a team building experience that helped her understand what she uniquely brings to the table (hint: it involved a jungle gym.) She discusses how her time working in partnerships at Shopify influences her current approach to partnerships.

In this conversation, Pete discusses the concept of 'Open to Help,' emphasizing the importance of building authentic relationships and trust in networking. He shares personal experiences that shaped his willingness to help others, the significance of creating a space of trust, and the long-term benefits of genuine connections. The discussion also touches on the balance between personal and professional relationships, the role of curiosity in asking meaningful questions, and the idea that we are all just trying to be okay in our lives. Pete highlights the importance of grace and intentionality in fostering relationships that can lead to mutual growth and support.

Sangram Vajre, CEO at GTM Partners, shares his experiences being an entrepreneur, husband and father. He gets vulnerable about struggles he’s had along the way and gives valuable insights to those looking to set appropriate boundaries and expectations around their work. Sangram shares his views on partnerships and GTM strategies. At the core of his perspective, he emphasizes the importance of trust in creating strong relationships. 

Charles Crnoevich, SVP of Business Development and Partnerships at Bombora, joins the show to discuss his partnerships career. From conversations with customers to starting with empathy, Charles shares his perspective based on nearly 9 years at Bombora. Charles, Sam, and Yarby dive into OEM resale relationships, the importance of community, and understanding how to execute proper partner motions. Charles emphasizes the importance of honesty when trying out new ideas and building internal and external relationships.

Chris Samila, Co-Founder and Chief Partner Officer at Partnership Leaders, joins the show to discuss his perspective on partnerships, what he’s learned running Partnership Leaders, and advice for partnership professionals looking to grow their careers. He shares tips for creating a great partner experience, which can increase the surface area through which you can create value for partners and customers. He recommends sales training resources that he’s found useful in his partnerships career. 

Cory Snyder, VP of Partnerships at Sendoso, joins the show to talk sales, partnerships, balancing work and life, and showing up for the people you care about. He reveals how he got his start in partnerships and what he’s seen change over the course of his career. On the work life balance side of things, he unpacks how difficult it can be for men to be vulnerable and truly open up about what’s bothering them. Cory discusses everything from what he looks for in companies he’s interviewing with to how he prioritizes showing up for his kids to how partner tech has evolved. 

Mason Cosby, Director of Demand Generation at Sales Assembly, joins the show to discuss his mindset when it comes to building business relationships as a marketer. He shares his strategy for content creation and what motivates him in his career. He emphasizes the importance of being authentic throughout everything that you do.

Mike Stocker, VP of Partnerships at CallRail, joins the show to discuss securing internal buy-in, nearbound efforts, the importance of having a mission statement for the partnerships department, and more. He shares about his recent lay-off, and his networking efforts that led to a new job that was a great fit for him. He also gives advice for those seeking mentorship, including details about how to prepare for meetings with mentors.

Michelle Ragusa-McBain, Vice President of North American Channels, and Jay McBain, Chief Analyst at Canalys, join the show to discuss how they build relationships, whether that be at work or in a personal setting. They share how they set goals in their marriage, whether that be surrounding family, travel, or business. They also divulge strategies for narrowing your focus and showing up as your full self everyday.

Rob Rebholz, CEO of Superglue, joins the show to discuss his background in partnerships, how Superglue can help you focus on the tasks that matter as a partner manager, and scaling partnership efforts with consistency and focus. Rob speaks to how AI can be leveraged in partner roles. Rob, Sam, and Yarby geek out over their shared experience in direct mail.

Mike Davis, CRO at InVisory, discusses his experiences partnering in the Salesforce ecosystem and learning how to build key relationships. Mike emphasizes the importance of gathering data around your partnerships motions. Mike talks about working with ISV’s, refining a better together story, and when to engage with sales engineers, AE’s, and other roles at Salesforce in various situations.

Jill Rowley, GTM Advisor and LP at Stage 2 Capitol and advisor to many B2B SaaS companies, joins the show. She discusses how partnerships have grown her career as a revenue leader. Known as the queen of social selling, Jill has been a category creator. As employee #13 at Eloqua, she leveraged social selling to help build the marketing automation space.

She discusses her approach to networking, analogizing it to a company’s partner strategy. “There’s this whole ecosystem of potential partners, and you can’t partner with everybody. There isn’t value for the customer to partner with everybody… so you’re aware of this bigger ecosystem, and then you think about, ‘Where should the dots connect?’”

Jill, Sam, and Yarby discuss how it takes time and resources to develop relationships. As Jill says, it’s not just about who you know. It’s about what you know about who you know and, most importantly, who knows you and what they know about you.

Tyler Calder is the CMO of PartnerStack and a friend everyone should know. On this week's show, we explored the evolving role of partnerships, the importance of speaking the business's language, and the parallels between marketing's past and partnerships' present. Here are the key takeaways from our conversation:

- Partnerships and Business Language: Tyler emphasized the importance of partner leaders speaking the language of business. He discussed how partnerships today are similar to where marketing was 15 years ago, highlighting the need for leaders to demonstrate tangible value and align with business objectives.

- Experimentation and Innovation: We delved into the significance of dedicating a portion of resources to experimentation. Tyler shared his approach of allocating 20% of the budget to innovative projects, stressing the importance of building trust and credibility to push boundaries and achieve significant breakthroughs.

- AI and the Future of Partnerships: Tyler shared his thoughts on the rapid advancement of AI and its potential impact on partnerships. He encouraged staying informed and open to how AI can enhance productivity and drive new opportunities in the partnership landscape.

This episode is packed with insights for anyone interested in leveraging partnerships for business success.

Justin Keller, Vice President of Revenue Marketing at Drift, joins the show to talk partner marketing. He emphasizes the power of being willing to get fired for your ideas, and mentions an ABM-based video game he helped create with partners. 

Tune in for Justin’s partner engagement strategies.

Elliot Smith, Head of Partnerships at 6sense, talks partner strategy, recruitment, and incentivization. 

6sense has a narrow partner focus, which, as Elliot says, is part of their aim to the central nervous system powering their customers’ revtech efforts.

Welcome to Friends With Benefits, a business podcast about revenue-generating partnerships! We’re Sam and Jason, two partnerships aficionados and outdoor enthusiasts, as well as being a married couple.

We love building purposeful relationships. We can’t wait to talk to everyone from influencer marketing pros, to sports partnerships experts, to kick-ass CRO’s, and even maybe a few relationship counselors. Subscribe so you don’t miss out!

Can the future of B2B partnerships be built on a foundation of trust and data sharing? Join us as we kick off season two of the Friends with Benefits podcast with Bob Moore, co-founder of Crossbeam, who shares invaluable insights from his journey in redefining the partner tech landscape. Listen to Bob's compelling story of Crossbeam's inception, navigating the GDPR challenges of 2018, and tackling the daunting "cold start problem" to build a thriving platform connecting over 30,000 companies today. Bob's experience sheds light on what it takes to overcome industry skepticism and achieve success against the odds.

Our conversation dives into the importance of aligning partnerships with revenue teams, a crucial component for maximizing the potential of partner ecosystems. We unpack the common pitfalls partner leaders face and the necessity of securing buy-in from sales leadership. The role of RevOps in integrating systems and metrics is emphasized, along with the strategic evolution of partner teams as force multipliers in the business world. In this rapidly changing environment, adapting from transactional roles to more strategic ones is key for maintaining relevance and driving growth.

Join us on this insightful journey into the future of partnerships and strategic growth.