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Jay McBain and Jared Fuller discuss the decade of the ecosystem, highlighting the shift towards partnerships that are more strategic in nature as opposed to transactional. Jay explains the transformative power of Nearbound strategies, backed by compelling statistics and real-world examples. Explore the shift from transactional to strategic partnerships and the critical importance of integration-first buying behavior. Tune in to grasp the narrative and actionable strategies behind this paradigm shift. Takeaways Transformative shift towards ecosystems and partnerships, emphasizing the importance of moving from transactional to strategic collaborations.Nearbound strategies are highlighted as essential for companies across industries to navigate the evolving landscape of strategic partnerships and ecosystems successfully.Jay McBain discusses key statistics, such as 75% of the world economy being sold through partners, and shares real-world examples to support the case for Nearbound strategies. The $5 trillion tech industry's role in the ecosystem shift is discussed, with 73.1% of it flowing through partnerships and a focus on the growing significance of tech services. Integration-first The critical importance of integration-first buying behavior, as 91% of customers prioritize products that seamlessly integrate into their lives or workflows. CEOs across various industries, including tech, pharmaceuticals, banking, insurance, manufacturing, and automotive, are reported to be investing more in partnerships, mirroring tech companies' approach to ecosystems. Jay McBain introduces the Nearbound Movement, discussing its momentum and the need for companies to adapt to the changing economics of partnering. The importance of narratives and mental models in understanding and embracing the decade of the ecosystem is highlighted, with Nearbound positioned as a leading framework. The need for a human-centric approach in the era of ecosystems, providing narratives and stories to connect data dots into an understandable arc. Companies are urged to engage in conversations and ideas, leading to a total transformation of business. Nearbound is presented as an actionable strategy guiding this transformative journey. Chapters 00:00 Introduction and Book Announcement 02:15 Forward by Jay McBain 08:17 Discussion on the Decade of the Ecosystem 16:25 Examples of Nearbound Strategies 19:41 Platform Strategy and Partnerships 21:36 The Momentum of the Nearbound Movement 23:04 Conclusion and Congratulations

Jared, Isaac, and Chris Walker discuss the shift from the how economy to the who economy, where buyers are more interested in finding trusted individuals to help them rather than searching for the best solutions. They highlight the importance of becoming a trusted voice in the industry and how it can drive business growth. They also discuss the lag between B2C and B2B in adopting marketing strategies and the potential pitfalls of influencer marketing. The conversation touches on the broken metrics and go-to-market strategies in the industry and the limitations of traditional marketing attribution. They emphasize the need to make it easy for others to help and the value of marketing to non-marketers. The conversation explores the shift from SEO tactics to a more journalistic approach in content marketing. It emphasizes the importance of trust in people over search engines and highlights the use of content to build trust and interest. The discussion also emphasizes the need to make people look good and explores the use of new content mediums. Takeaways The shift from the how economy to the who economy is driving buyers to seek trusted individuals who can help them navigate the overwhelming amount of information available.Becoming a trusted voice in the industry can drive business growth and establish credibility with potential customers.There is a lag between B2C and B2B in adopting marketing strategies, and B2B companies can learn from the trends and tactics used in the B2C space.Influencer marketing can be effective when done well, but it requires a long-term partnership and a focus on key opinion leaders and evangelists rather than one-off campaigns.Traditional marketing metrics and attribution models may not accurately measure the impact of marketing efforts, and a shift in mindset is needed to better understand the most impactful touchpoints.Making it easy for others to help and collaborating with industry experts can lead to successful marketing partnerships and amplify your message. Content marketers should adopt a more journalistic approach, focusing on interviewing knowledgeable individuals and amplifying their voices.Trust in people is more important than relying solely on search engines for information.Content should be used to build trust and interest in potential customers before engaging with sales.Making people look good and treating them well can lead to increased engagement and willingness to help.Chapters 00:00 Introduction and Setting the Stage 01:25 The Shift from the How Economy to the Who Economy 03:20 Becoming a Trusted Voice in the Industry 06:08 The Lag Between B2C and B2B 09:59 The Nuance of Influencer Marketing and Evangelism 12:27 The Evolution of Influencer Marketing 13:45 The Flash in the Pan Phenomenon 15:25 The Importance of Word-of-Mouth and Referrals 18:39 The Broken Metrics and Go-to-Market Strategies 22:43 The Limitations of Traditional Marketing Attribution 25:37 Measuring the Impact of Marketing Efforts in the Middle of the Funnel 28:06 Making it Easy for Others to Help 30:31 Marketing to Marketers vs. Non-Marketers 39:02 Shifting from SEO Tactics to Journalism 41:09 Trust in People over Search Engines 42:03 Using Content to Build Trust and Interest 43:21 Making People Look Good 44:14 Exploring New Content Mediums

Summary In this episode, Jared and Isaac interview Mark Bedard, the founder and CEO of Upsell.io. They discuss the importance of accurate contact information, the shift away from automated cadences, and the value of building relationships and having real conversations. They also explore the challenges of working with partners and the power of cold calls and research in sales. The episode concludes with a discussion on changing the research approach and the playbook for sales and partnerships. Takeaways Accurate contact information is crucial for effective sales and partnerships.Automated cadences are becoming less effective, and there is a shift towards personalized and meaningful outreach.Building relationships and having real conversations are key to successful sales and partnerships.Curiosity and research are essential for understanding customer challenges and objectives.Cold calls and gathering intel can lead to valuable insights and opportunities.The playbook for sales and partnerships is evolving, and a focus on relationships and personalized outreach is becoming more important.Chapters 00:00 Introduction and Congratulations to Mark Bedard 02:02 Founding Upsell.io and the Gap in the Market 05:36 The Importance of Accurate Contact Information 08:09 The Shift Away from Automated Cadences 11:28 The Value of Partner Relationships 14:49 The Intersection of Sales Development and Partnerships 18:08 The Role of Curiosity in Sales and Partnerships 21:09 The Importance of Building Relationships and Having Real Conversations 25:01 The Rise of Phone Communication and the Skills Gap 27:17 The Challenges of Working with Partners 29:27 The Power of Cold Calls and Building Trust 32:40 The Evolution of Sales and the Importance of Research 36:18 The Value of Intel Gathering and Building Relationships 40:28 Changing the Research Approach and the Playbook

Summary  In this podcast episode, Jared and Nate discuss the impact of AI on business and the opportunities it presents. They explore the role of AI tools and automation in streamlining processes and improving efficiency.  Takeaways The market is shifting towards a post-SaaS era, where integrations and customization are becoming more important.Integrations are becoming a commodity, but there is still a need for thought leadership and ecosystem support.Partner professionals need to have a technical understanding to effectively manage integrations and partnerships.Partnerships should be strategic and focused on driving value and innovation.The market is experiencing a cycle of consolidation and unbundling, creating opportunities for new solutions and partnerships. AI has a significant impact on business and presents numerous opportunities for innovation and growth.AI tools and automation can streamline processes and improve efficiency.Data and analytics are essential for leveraging AI effectively.AI can enhance customer experience and provide personalized interactions.Innovators should embrace AI and explore the potential for creating new products and features.Chapters 00:00 Introduction and Setting the Stage 02:05 The Post-SaaS Era 07:56 The Current State of the Market 10:34 Understanding iPaaS and Integrations 13:25 The Nuances of Integrations 15:46 Managing the Conversation with Engineering 17:51 Defining the Checklist for Integration Strategy 22:26 The Power of Integration and Innovation 26:06 The Evolving Role of Partner Professionals 29:47 The Bundling and Unbundling Cycle 38:16 Consolidation and Unbundling in the Market 02:30 The Impact of AI on Business 10:15 AI Tools and Automation 20:45 Data and Analytics 30:10 AI in Customer Experience 41:58 Unbundling and Innovation Opportunities 42:33 Conclusion and Call to Action

Summary In this episode, Jared and Isaac are joined by Pete, the CMO of AllBound, to discuss the changing landscape of partner relationship management (PRM). They explore the history of PRM and how it is evolving to become more equitable and collaborative. The conversation highlights the importance of building relationships with partners and customers, and how this can lead to mutual value and revenue generation. They also discuss the challenges of translating trust and relationships into revenue and the need for a mindset shift in sales and marketing teams. The conversation explores the difference between building relationships and being strategic in business. It emphasizes the importance of investing in relationships that have mutual value and can drive significant results. The hosts discuss the need for explicit goals and effective execution to achieve desired outcomes. They also highlight the power of creating advocacy between partners to foster long-term collaboration and success. Takeaways PRM is evolving to become more equitable and collaborative, moving away from the traditional hub and spoke model of partnerships.Building relationships with partners and customers is crucial for creating mutual value and revenue generation.The changing role of partners and the diversification of partner types require a recalibration of the way businesses approach partnerships.Trust and relationships are key in the success of partnerships, and organizations should focus on long-term games with long-term people.The changing dynamics between direct and partner sales require a shift in mindset and a focus on relationship-first approaches.Translating trust and relationships into revenue requires a mutual commercial benefit and a focus on creating value for both parties. Building relationships is valuable, but being strategic in choosing which relationships to invest in can lead to greater benefits for both individuals and companies.Setting explicit goals and effectively executing tasks is crucial for achieving desired outcomes in business relationships.Creating advocacy between partners by aligning with their needs and interests can result in long-term collaboration and success.Investing in relationships that have mutual value and can drive significant results is key to strategic business growth.Chapters 00:00Introduction and Football Banter 03:00The Changing Landscape of PRM 12:23The Changing Role of Partners 20:36The Importance of Relationships 29:19Changing Partner Types and Activities 36:35The Role of Trust and Relationships in Revenue Generation 42:13Building Relationships vs. Being Strategic 43:22Setting Explicit Goals and Making Them Happen 44:22Creating Advocacy Between Partners

Elliot Smith discusses the challenges faced by partner teams in being fully appreciated for their efforts. He emphasizes the importance of having a clear vision and strategy for the partner program, as well as aligning with sales and marketing teams. Elliot also highlights the need for strong technology and operations support for partner teams. In addition, Jared Fuller mentions the importance of campaign-centric approaches and the upcoming episode on partner enablement with Pete Caputo. Key Takeaways: Partner teams often face challenges in being fully appreciated for their efforts.A clear vision and strategy for the partner program is crucial for success.Partner teams should strive to be seen as an extension of the sales team and focus on driving sales impact.Attribution can be a challenge, but the focus should be on pipeline influence, pipeline sourcing, and customer satisfaction.Technology and operations support for partner teams is often lacking and needs to be improved.Campaign-centric approaches and partner enablement are important for long-term impact.Quotes: "Partner programs must be seen as an extension of the sales team and driving sales impact." - Elliot Smith"The best partner people are comfortable in the role of providing the assist and not necessarily getting the full limelight and glory." - Elliot SmithChapters: 00:00 Introduction and Welcome 00:40 Guest Introduction: Elliot Smith 01:44 Discussing Challenges Faced by Partner Teams 04:00 The Role of Partner Teams in Sales 05:11 The Importance of Sales Attribution 15:52 The Impact of Partner Programs on Product Development 18:05 The Role of Technology in Partner Programs 22:00 The Future of Partner Programs 25:21 Programmatic Approach to Partnerships 25:58 Understanding Co-Sell Motion 26:11 The Hustle Game and Prioritization 27:15 Challenges in Co-Sell Motion 27:47 The Importance of Pre-Call Preparation 28:35 Aligning with Bigger Codes 31:46 The Ideal Profile for a Partner Team 39:45 Hiring for Partner Teams 43:05 Challenges in Partner Programs 43:41 The Role of Marketing in Partner Programs 47:59 Conclusion: The Future of Partner Programs

TK Kader shares his insights on the power of strategic partnerships in driving business growth. He discusses his experience with partnerships and acquisitions at ToutApp and Marketo, highlighting the importance of understanding the market, building strong integrations, and prioritizing key partners. Cotter offers invaluable advice on data analytics, co-marketing, integration strategy, addressing unique customer needs, revenue share, and prioritizing partners on both sides of M&A deals. TK also emphasizes the value of data-driven decision-making and effective co-marketing strategies in successful partnerships. Key Takeaways: Building strong integrations with key partners is crucial for driving business growth.Prioritize partnerships with platforms that serve your target market and have a large customer base.Data is essential for understanding the impact of partnerships and making informed decisions.Co-marketing can be a powerful tool for generating pipeline and increasing deal sizes.Chapters: 00:00 Introduction and Welcome 00:39 Guest Introduction and Sponsor Mention 01:07 Discussion on Partnerships and M&A 01:56 Deep Dive into ToutApp's Journey 03:21 The Role of Partnerships in ToutApp's Success 13:35 Transition from ToutApp to Marketo 17:45 Strategic Alliances and M&A at Marketo 22:51 Aligning with Service Partners and Implementing Revenue Share 23:29 The Evolution of a Platform and Monetization Strategy 24:57 The Role of Strategic Partnerships in Business Growth 25:41 Building a Successful SaaS Business: Market, Product, and Go-to-Market Strategy 26:54 The Acquisition Journey: From Marketo to Adobe 30:52 The Transition to Adobe and the Importance of Data in Partnerships 36:45 Tips for Building Successful Partnerships and the Role of Co-Marketing

Norma Watenpaugh joins the podcast to discuss the importance of customer experience in ecosystem economics. She highlights the role of partners in shaping the customer experience and explains how understanding partner revenue streams is crucial for understanding the overall economics of an ecosystem.  Norma discusses the significance of building intellectual property with partners and the challenges of measuring partnership influence. She points out that the expectation for time to value has significantly changed in the software-as-a-service (SaaS) model, with customers now expecting immediate value.  Norma also touches on the lagging adoption of new trends by partners and the need for a more agile approach in the channel.  **Key Takeaways:** - Partners play a crucial role in shaping the customer experience and are essential for driving business outcomes. - Understanding partner revenue streams is crucial for understanding the overall economics of an ecosystem. - Building intellectual property with partners creates stickiness and drives long-term value for customers. - Measuring influence in partnerships can be challenging, but it is important to track the impact of partners on revenue and customer outcomes. - The expectation for time to value has significantly changed in the SaaS model, with customers now expecting immediate value. - Partners often lag behind in adopting new trends, and an agile approach is needed to keep up with market demands. - Integration partners are important for retaining customers and delivering ongoing value. **Chapters:** 00:00 Introduction 00:39 The Role of Partners in Sales 01:31 Guest Introduction: Norma Wattenpah 02:27 Understanding Ecosystem Economics 03:01 The Importance of Customer Experience in Ecosystem Economics 03:18 The Role of Partners in Customer Experience 04:04 Understanding Partner Revenue Streams 08:05 Building Intellectual Property with Partners 25:09 The Challenge of Measuring Influence in Partnerships 31:20 The Importance of Customer Value in Software Services 32:10 The Role of Partners in Software Implementation 32:41 Incorporating Partners into Business Growth Plans 33:20 The Shift Towards Post-Sale Consulting 34:19 Understanding the Economic Model of Software Services 34:53 The Impact of Partners on Business Growth 35:57 The Role of Partners in Customer Success 37:47 The Evolution of Business Development and Partnerships 38:36 Understanding the Different Types of Partnerships 40:58 The Importance of Time to Value in SaaS 41:48 The Role of Partners in Customer Retention and Growth 42:07 The Future of Partnerships in Business Development

Bobby Napiltonia shares his insights and experiences in building channel partnerships. He discusses his time at Salesforce, where he was responsible for building the app exchange and the Salesforce.com practices. Bobby talks about the challenges he faced and the strategies he used to build successful channel programs. He emphasizes the importance of trust, training, and communication in building strong partner relationships. Bobby also shares his thoughts on the future of partnerships and the role of channel programs in SMB and mid-market software companies. Key Takeaways: Building channel partnerships requires trust, training, and communication.Repeatable models and packaged solutions are essential for partner success.Sharing the wealth and making partners famous are key to building strong partner relationships.The quality of leads from partners is often higher and leads to faster close rates.Channel programs are relevant for both enterprise and SMB/mid-market software companies.Quotes: "Everything in this industry is about trust." - Bobby NapiltoniaChapters: 00:00 Introduction and Podcast Overview 00:39 Introducing the Special Guest and Sponsor 01:33 Building [Salesforce.com](http://salesforce.com/) Practices 05:39 The Genesis of Global SI Ecosystem Partner 07:35 The Role of Training in Partner Success 13:12 The Importance of Repeatable Models in Partner Success 15:34 The Impact of Verticals on Partner Relationships 23:02 Understanding the Importance of Leads 23:39 The Role of Trust in Business Relationships 24:39 The Challenge of Partner Recruitment 25:27 The Struggles of Traditional Partners 28:58 The Role of Services in Business 31:36 The Importance of Internal Communication 32:19 The Power of Making Partners Famous 36:24 Understanding the Difference Between Sourced and Influenced Deals 43:06 The Future of Partnerships

Asher Mathew, founder of Partnership Leaders, joins Isaac Morehouse and Will Taylor to discuss the emergence of the Chief Partner Officer (CPO) role in companies.  He explains that as partnerships become more important for businesses, there is a need for a leader who can focus on optimizing relationships and driving value from partnerships.  The CPO role is responsible for managing partnerships, enabling partner success, and aligning partner strategies with overall business goals.  The role is becoming more prevalent in enterprise-level companies, but there is still a lack of understanding and readiness for the role in mid-market and SMB companies. Mathew believes that more partnership leaders need to develop their business acumen and gain experience in order to be ready for CPO roles. **Key Takeaways:** - The CPO role is emerging as partnerships become more important for businesses. - The CPO is responsible for managing partnerships, enabling partner success, and aligning partner strategies with overall business goals. - Currently, only a small percentage of partnership leaders are ready for CPO roles, especially in mid-market and SMB companies. - Partnership leaders need to develop their business acumen and gain experience to be ready for CPO roles. **Quotes:** - "The CPO role is responsible for optimizing relationships and setting up partnerships for success." - "Partnerships can be a strategic advantage for businesses, and the CPO role is crucial in driving value from partnerships." - "More partnership leaders need to think about their company's interests rather than just their partner's interests." **Chapters:** 00:00 Introduction 01:00 Discussing the CPO Report and Role 02:23 Exploring the Genesis of the CPO Role 02:36 Understanding the Growth and Impact of Partnership Leaders 03:12 The Emergence of Chief Partner Officers 06:01 The Role and Importance of a CPO 07:34 The Evolution of C-Suite Roles 14:31 The Future of CPO and Its Impact on Business Strategy 24:29 Understanding the Role of Rev Ops Teams 24:57 The Role of a CRO in Revenue Routing 26:36 The Impact of Demand Generation on Marketing and Sales 27:34 The Shift in Seed Level Roles 28:17 Layoffs by Role in 2023: A Data Analysis 29:11 The Importance of Partner Relationships in Business 30:15 The Role of Engineering Resources in Business 31:44 The Future of CPO Roles 45:55 Closing Remarks and Future Predictions

Isaac Morehouse and Will Taylor reflect on the year 2023 and the impact of partnerships in the world of nearbound marketing.  Will highlights the importance of partnerships in the buyer's journey and introduces the concept of the bow tie model, which maps out the stages of the buyer's journey and identifies the best types of partners for each stage.  Isaac and Will emphasize the need for partner people to take the lead in implementing nearbound plays and driving the success of partnerships within their organizations.  They also discuss the importance of data and tactical execution in moving the needle and the value of social networking platforms like LinkedIn in B2B marketing. Looking ahead to 2024, they discuss their plans for the Nearbound podcast, the release of the Nearbound book, and the evolution of [nearbound.com](http://nearbound.com/). **Key Takeaways:** - Nearbound marketing is highly valued by companies looking for efficient growth. - Partner people play a crucial role in driving nearbound plays and need to take the lead in implementing them within their organizations. - Companies are still investing in partnerships despite economic challenges. - Ops data and tactical execution are key to proving the value of partnerships and securing resources. - Social networking platforms like LinkedIn are undervalued in B2B marketing and offer opportunities for demand creation and trust-building. **Quotes:** - "Nearbound marketing works, whether it's for pipeline generation or brand recognition." - Will Taylor - "Running nearbound plays has to be driven by partner people." - Isaac Morehouse - "Just because your company is not investing in you doesn't mean they don't want to or won't invest in nearbound." - Isaac Morehouse - "Companies are still investing in partnerships because they see the efficiency and value it brings." - Will Taylor - "Ops data and tactical execution are what's moving the needle in partnerships." - Will Taylor - "LinkedIn is still undervalued in B2B marketing and offers opportunities for demand creation and trust-building." - Isaac Morehouse **Chapters:** 00:00 Introduction and Year-end Reflection 02:17 Takeaway 1: Nearbound Marketing Works 08:11 Takeaway 2: Nearbound Plays Driven by Partner People 22:38 Takeaway 3: Companies Still Investing in Partnerships 36:46 Takeaway 4: Ops Data and Tactical Execution 41:44 Takeaway 5: Value of Social Networking, Specifically LinkedIn 46:02 Building Trust and Connection through Nearbound Marketing 47:20 Key Takeaways from 2023 48:32 Looking Ahead to 2024 49:55 Exciting Plans for 2024 51:06 Phase Two: Proving and Validating Nearbound 52:36 Getting Rubber on the Road in 2024 52:44 Fun Teasers for 2024 53:12 Closing Remarks and Call to Action

Rohan Batra, Global Head of Partnerships at Pigment, joins Isaac Morehouse and Ella Richmond to discuss the importance of building a strong partner program.  Rohan shares his career journey from Accenture to Pigment and explains how his experience in professional services has shaped his perspective on partnerships.  He emphasizes the need for a clear strategy and goals when building a partner program and highlights the importance of collaboration and transparency with other departments.  Rohan also discusses the challenges of working with different departments, such as sales and services, and shares his insights on hiring for a successful partner program. 📧 Get daily partnership updates, subscribe to the Nearbound Daily email: https://nearbound.com/ **Key Takeaways:** - Building a partner program requires a clear strategy and goals that align with the company's overall objectives. - Collaboration and transparency are essential when working with different departments, such as sales and services. - Hiring for a successful partner program requires individuals who are collaborative, self-motivated, and constantly learning. - A healthy partner program is one that allocates resources to partners who drive the most revenue and impact. - The success of a partner program can be measured by the speed and size of deals, as well as the win rate. **Quotes:** - "I think being purposeful in how we go about things has been a real focus in building a healthy partner program." - Rohan Batra - "A healthy program is foundationed on transparency in the partnership." - Rohan Batra - "Lead with empathy. Put yourself in the shoes of the partner and understand their business and strategy." - Rohan Batra - "A healthy program is one that is focused on driving revenue and impact for the company." - Rohan Batra ******************Chapters:****************** 00:29 Intro 01:28 Introducing Guest Rohan Batra 02:15 Rohan's Career Journey: From Accenture to Pigment 06:12 The Shift from 'Ecosystem' to 'Universe' 07:50 The Transition from Professional Services to Partnerships 10:08 The Role of Partnerships in Business Growth 14:57 The Impact of Company Size on Decision-Making 18:04 The Appeal of Tech Partnerships 20:14 Constructing a Point of View with Leadership 22:58 Understanding Incentive Structures in Partnerships 23:32 Defining Goals for Different Types of Partnerships 24:27 Balancing Multiple Objectives in Tech Partnerships 25:02 The Importance of Focus in Partner Relationships 26:44 Working with Different Departments: Marketing 31:04 The Challenge of Transitioning to Objective Partner Selection 31:48 Working with Different Departments: Sales 35:31 Working with Different Departments: Services and CSS 37:43 Hiring for a Successful Partner Program 38:13 Defining a Healthy Partner Program 40:19 Final Thoughts and Future Goals