PartnerHacker Daily #141: Partnerships are Personal

Can't be faked

What does genuine look like? Is there a secret formula? A playbook?

Not really. But you know it when you feel it.

Ever have a Zoom call where someone genuinely laughs (not a fake business laugh)? It immediately changes the dynamic, and everything that happens after that point in the call gets easier.

The genuinely human broke through. Laughter is a shortcut, but there are a lot of ways to get to a real human connection.

Once you do, you can find win-wins quicker without a lot of awkward and protective dancing around.

Time to niche down

It's no longer enough to hire a partnerships person and set them loose, building out your program as a broad catch-all.

The partnerships function is getting more specialized. Several distinct capacities must be mastered. Partner marketing, sales, and ops are just a few.

Check out the full breakdown in Crossbeam's article below.

Partnerships in the Wild

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