Zoom out — just a little bit

In today’s landscape, you need to zoom out a bit.

10 years ago, marketing was ruled by data and martech automation.

But customers are sick of being sold and marketed to. 🤮

Jared Fuller outlined the problem in the PartnerHacker Manifesto,

Data helped us automate and create efficiencies. Data helped us find, track, and target customers. But we’re now awash in data and customers are exhausted by being served up algorithmically-determined content and crammed into impersonal funnels.

We can’t just look at our company, our magnet, and our prospect.

We need to look at the market as a whole.

Instead of just building a bigger magnet to attract customers, we need to take a new approach.

In this new economy, we need to start thinking about "Who" instead of "How."

Check out more like this section of the PhD by subscribing to Logan Lyles’ Marketing Together newsletter!

Partnerships are ALWAYS about relationships first

Chel Heler has over a decade’s worth of partnership experience, including working in partnerships at Google.

I spoke with him about some of the biggest lessons he’s learning in partnerships. Here’s what he had to say:

• Partnerships take grit and tenacity.

• Partnerships can take 6 months to a year before the partnership comes to fruition.

• Build a signal that you can scale.

• Show your proof of concept.

• Sometimes you need to pull the plug on a partnership that isn’t working.

Listen to Chel Heler talk about the importance of relationships in partnerships.

Crossbeam Announces Ecosystem—Led Growth Alliance

Last week at Supernode, Crossbeam unveiled the Ecosystem-led Growth (ELG) Alliance.

As the media outlet of record in the partner ecosystem, PartnerHacker is proud to be a member of the alliance!

It’s a group of more than 40 companies committed to sharing best practices in Ecosystem—Led Growth.

As part of the unveiling of the ELG alliance, Bob Moore, CEO of Crossbeam, has put together The Ecosystem-led Growth Manifesto and The Ecosystem-Led Growth Book.

Check out the full article here.

📅 Happenings

• Today, 12 PM ET — How to Be a Partnerships MVP: Firneo Summer 2023 Cohort Program Preview. Register here.

• June 15, 12 PM ET — No B.S. Guide to Co—Selling Millions with Partners (from partnership people who’ve really done it). Chris Lavoie, Rob Rebholz, and Justin Zimmerman will share the real-world sh*t that works. Register here.

• June 20, 12 PM ET — WTF is GTM — Join Barrett King, Senior Manager of Global GTM Strategy for Hubspot’s partner ecosystem, and Scott Pollock of Firneo as they shine a light on why we’re even going to market in the first place. Register here.

• June 23, 1 PM ET, Unf*ck My Funnel — There is no funnel too f*cked! Join Jared Fuller & Jared Robin as they team up to right go—to—market wrongs and improve the lives of revenue pros everywhere. Register here.

• June 27, 17:00 - 21:00 CET — Partnership Leaders x Reveal: Elevation Tour — Europe — Aircall’s Office, 11 Rue Saint—Georges, 75009 Paris, France. Register here.

• June 28, 2 PM ET — HubSpot is hosting "The Co-Marketing Playbook" for Tech Partners! Learn how Justin Zimmerman (Partner Playbooks), Michael Cole (Everflow), Cori Kendrick (Clickup), and Isaac Smith (ON24) generate MQLs thru/with partners. Hosted by Kelly Sarabyn (Hubspot). Register here.

Quote of the Day

I don’t care what anybody says or what any consultant or company says there is no ONE playbook for growth. There is no ONE channel that’s good enough.— Ed Porter, Blue Chip CRO on the Selling Together Podcast

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