Show Notes
In this video, we sit down with Brian Williams from Hockey Stick Advisory to break down how B2B companies can actually build partnerships into a real revenue channel, not just a logo wall.
We cover:
→ Why partnerships needs to be a top down strategic decision, not a side experiment → The foundations most companies are missing before they even hire a partnerships manager → How to pick the right partners using a capacity, commitment, mutual customers and capability matrix → Why partnerships takes a two year cycle and how to set realistic expectations with your leadership team → How AI is changing the way partnership ops and rev ops teams work together
If you are a B2B marketer, CRO or founder who knows partnerships should be part of your growth mix but has no idea how to actually build it out properly.
Tune in and learn:
→ How to align your whole leadership team on what partnerships is and what it isn't → How to validate your partner categories before you activate anything → What a mutual success plan looks like and how to operationalize partners like a sales team → Why referral leads close faster and how to make that engine predictable → How to build a line of sight to partnerships ROI that your CFO and CRO will actually get behind
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Timestamps: 00:00 Why Partnerships Is a Real Revenue Channel 00:48 Meet Brian Williams from Hockey Stick Advisory 01:47 How the Partnerships Landscape Has Shifted 03:05 The Foundations Most Companies Are Missing 06:30 Why Partnerships Has to Be a Genuine Exchange 07:51 Are You Actually Partnerships Ready? 09:47 How to Identify the Right Partners 13:18 The Biggest CRO Blocker With Partnerships 16:10 How AI Is Changing Partnerships 19:06 Why Partnerships Managers Burn Out Early 22:04 The Two Year Cycle Explained 24:02 When Partnerships Doesn't Work 25:26 The Big Hire Mistake to Avoid 28:26 The Partnership Revenue Gap Calculator 31:53 Where to Find Brian and Hockey Stick Advisory
S08 E233 - The B2B Playbook #b2b #b2bmarketing #demandgeneration #partnerships #b2bsaas #partnermarketing #ecosystemledgrowth #gotommarket #channelpartners #digitalmarketing
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