Customers are like Frodo, sellers need to be Sam I don’t want to say they're climbing Mount Doom, but B2B buyers are definitely carrying a lot of weight right now. The economy is forcing leadership to cut budgets, time, and even employees, leaving those left to stagger
A quick recap of the PhD from this week: * How Barbie hijacked the world * What The Hustle said about partnerships * Sunir Shah's tough love for partner managers * A framework from 15+ years in partnerships * Why surveys are one of the ultimate forms of co-marketing Recently published: * Mastering LinkedIn
Market with, not 'to' To win in a market, you have to be a part of the market. You used to be able to go to different markets and win in them as a “visitor.” Today, that doesn’t work. Every department will need to define what this
It only adds up in the right order In partnerships, there’s only one equation that really matters. Win + win + win Customer, partner, company. But the customer win has to take first priority. If they don't win, none of the other wins matter in the long run. Re-center
Partnerships tragedy or pity party? Stewart Wesley brought up a scary pattern he's seeing in partnerships. He calls it the Partnerships Tragedy. People resonated with the post. But Sunir Shah fired back saying, Let’s diagnose some problems. 1. If your CEO hired you as the one partnership
Thinking in an age of excess The internet solved one of our biggest problems: access to information. In doing so, it created a new problem: too much information to process. In Thinking Fast and Slow, Daniel Kahneman explains our brains work in two systems: System 1 is fast and associative,
An era marked by the number 28 Twenty-eight. That’s how many moments exist between you and a customer’s purchase decision. From the moment they have a problem to the point when they make vendor selection, these 28 moments are everything. In the past 10 years, B2B leveraged Martech
Every few months, I dust off my PartnerHacker Handbook, grab a cup of coffee and a pencil, and I read a section. It’s a good reminder of where I’ve come from because when I initially helped edit the thing, I didn’t understand it.
The reality is there's a lot of weight on partner leader shoulders these days. Don’t let that discourage you. It’s a sign we’re moving in the right direction.