Nearbound Podcast

Jared Fuller properly defines Nearbound in this snippet of the Nearbound audiobook. Why Nearbound, why now? Listen to the full audiobook available on Amazon now. Chapters: 00:00 What is Nearbound? 01:19 Nearbound in a Word 07:00 Building Up from First Principles 11:06 Why Nearbound, Why Now? 20:05 Network Effects Explained 27:28 A Brief History of Network Effects 40:33 Different Types of Network Effects 46:12 The Nearbound Methodology - What You Need To Do Today.

Jared and Isaac discuss the internet's re-platforming towards AI and GPU tech, and potential challenges for SaaS due to automation and consolidation. Listen in to learn how to navigate the "Who Economy" through strategic partnerships and build resilience in a changing market. Takeaways Chapters 00:00 The Reception of 'Nearbound and the Rise of the Who Economy' 08:49 The Debate and Criticism Surrounding Nearbound 25:07 Unlikely Bedfellows: Emerging Partnerships in the Tech Industry 38:37 The Re-platforming of the Internet and the Disruption of the SaaS Industry

Clint Oram, CSO of SugarCRM, dives into the origins of the company as an open-source CRM platform and explains the importance of building an ecosystem and community around a product. Clint shares insights on the challenges and benefits of embracing open source and API-first approaches, as well as the value of creating loyal customers through partnerships. They also explore the mindset of successful founders and the need to balance product development with go-to-market strategies. Takeaways Chapters 00:00 Introduction and Background 01:20 The Origins of SugarCRM as an Open-Source Platform 08:13 Embracing Open Source and API-First Approaches 13:09 The Importance of Well-Designed APIs 24:34 Creating a Killer Product that Solves a Real Pain Point 25:26 Balancing Product Development with Go-to-Market Strategies 26:06 Growing Beyond the Early Adopter Market 29:52 The Evolution of Partnerships 34:31 The Potential of AI 41:57 The Role of Blockchain in Addressing Privacy Concerns 48:35 Shaping a Productive and Trustworthy Future

Clint Oram, CSO of SugarCRM, dives into the origins of the company as an open-source CRM platform and explains the importance of building an ecosystem and community around a product. Clint shares insights on the challenges and benefits of embracing open source and API-first approaches, as well as the value of creating loyal customers through partnerships. They also explore the mindset of successful founders and the need to balance product development with go-to-market strategies. Takeaways Chapters 00:00 Introduction and Background 01:20 The Origins of SugarCRM as an Open-Source Platform 08:13 Embracing Open Source and API-First Approaches 13:09 The Importance of Well-Designed APIs 24:34 Creating a Killer Product that Solves a Real Pain Point 25:26 Balancing Product Development with Go-to-Market Strategies 26:06 Growing Beyond the Early Adopter Market 29:52 The Evolution of Partnerships 34:31 The Potential of AI 41:57 The Role of Blockchain in Addressing Privacy Concerns 48:35 Shaping a Productive and Trustworthy Future

Nelson Wang, the Global Head of Partnerships at Airtable, talks about the importance of transitioning from tactics to principles in building successful partner programs. Nelson shares his experience in building partner programs and emphasizes the value of customer interviews and first principles. He also addresses the challenge of long-term thinking in a short-term job market and the importance of assessing customer needs and building trust. Takeaways Chapters 00:00 Introduction and Teaser of the Book 01:10 Using Airtable for Workbook Creation 03:06 Transitioning from Tactics to Principles 05:39 The Importance of Customer Interviews 07:17 The Value of First Principles 08:56 Nelson Wang's Motivation to Share Lessons 10:38 Balancing Short-Term Wins and Long-Term Trust 19:17 The Challenge of Long-Term Thinking in a Short-Term Job Market 20:49 Assessing Customer Needs and Building Trust 25:31 Customer Obsession and Long-Term Success 26:27 Setting Up a Partner Program for Long-Term Success 27:04 The Importance of Being Customer-Obsessed 28:01 Helping Customers Reach Their Promised Land 28:29 Making Hard Asks in Pursuit of Customer Outcomes 29:54 Outside-In Approach and Focusing on Customer Outcomes 30:15 Being Bold in Pursuit of Customer Outcomes 31:32 The Importance of Saying No and Prioritizing 32:36 Knowing Your Customers and Partners 33:31 Focusing on Key Priorities at Different Company Stages 34:31 Quality Over Quantity in Partnerships 36:46 Avoiding Shiny Object Syndrome 37:12 The Importance of Making Good Decisions 38:11 The Power of Compound Interest in Partnerships 41:23 Getting Buy-In from Leadership 42:20 Presenting Strategy to CXOs and Boards 44:17 Sharing Strategy and Getting Feedback 46:49 The Importance of Quality in Partnerships

Join Max Traylor, Isaac Morehouse, and Jared Fuller on a rollercoaster ride through the agency ecosystem, where AI looms large. In this episode, Max unpacks the future of consulting, shares tales from the trenches, and offers a preview of his upcoming book, 'The World's Worst Book for Consultants.' This episode is a MUST listen for those eager to challenge the status quo of the consulting world. Takeaways Chapters 00:00 Introduction and Excitement 01:13 The Challenges of Agencies 06:29 Building Trust and Confidence 08:20 Documenting and Recording the Process 10:32 Customer Success as the Foundation 12:00 The Importance of Experience and Trust 13:41 The Role of Strategy in Agency Programs 15:05 Balancing Strategy and Implementation 21:31 The Impact of AI on Agencies 24:52 The Future of Go-to-Market and Trust 30:09 Building Strong Relationships 32:08 The World's Worst Book for Consultants 33:14 The Worst Advice from Consultants 36:39 Humor in Consulting 38:44 The Secret Project 40:19 The Beers of Max 41:20 The Pirate Island Problem 42:34 Breaking into the Physical World

In this episode, Jacco van der Kooij joins Jared and Isaac to discuss the importance of selling customers what they want and helping them succeed. He emphasizes the role of recurring revenue in driving impact and the need to focus on long-term profitability. They also explores the tension between AI and trust, with Jacco highlighting the need for time to build trust in AI-driven experiences. The delayed adoption of AI in go-to-market motions is discussed, along with the future of AI and the challenge of predicting its timeframe. Jacco predicts the rise of go-to-market quality management and the role of AI as the 'robot' of the go-to-market industry. The conversation concludes with a discussion on the replacement of SDRs by AI and the importance of passion and expertise in achieving success. Takeaways Chapters 00:00 Introduction and Setting the Stage 01:21 The Challenge of Reaching Buyers 06:26 Trust as the New Data 09:21 The Importance of Education and Context 13:39 The Role of Education in Building Trust 19:33 The Challenge of GTM Alignment in Different Industries 20:28 The Importance of Trustworthy Reviews and Recommendations 23:37 The Future of Sales: Experts and Passion 25:53 The Importance of Selling Customers What They Want 28:12 The Tension Between AI and Trust 29:06 The Delayed Adoption of AI in Go-to-Market Motions 30:35 The Future of AI and Predicting the Timeframe 34:57 The Rise of Go-to-Market Quality Management 38:02 AI as the Robot of the Go-to-Market Industry 41:41 The Replacement of SDRs by AI 42:57 Passion and Expertise as the Key to Success

In this episode, Jared and Lizzie Chapman discuss the success of the book 'Nearbound and the Rise of the Economy' and the changes happening in the MarTech and advertising industry. They delve into the concept of collaborative go-to-market (GTM) and RevOps Venture, highlighting the need for a cohesive strategy that brings together product, sales, marketing, and partnerships. The conversation explores the different growth motions, including product-led, sales-led, and partner-led growth, and how they can work together to drive success. Takeaways: Chapters: 00:00 Introduction and Book Success 01:12 Changes in MarTech and Advertising 03:02 The End of Silos and the Need for Collaboration 04:09 Tools and Strategies for Go-to-Market Leaders 05:15 Expanding Across Different Growth Motions 06:43 The Convergence of Sales and Product in SaaS 08:31 The Evolving Role of Partnership Leaders 09:34 Different Approaches to Growth: Product-led, Sales-led, and Partner-led 13:09 The Overlap and Interaction of Different Growth Strategies 21:20 The Importance of a Comprehensive Strategy 23:08 Thinking Holistically and Leveraging Strengths 24:35 The Role of Mindset in Partnerships 25:30 The Potential for Growth in Partner Leadership 28:46 Standards in the Ad Tech Industry 29:07 The Wild West of Integrations 33:24 The Need for Standardization in Integrations 37:27 The Network Effect of OpenRTB 38:21 The Potential Exhaust and Network Effects of Integrations 42:15 The Role of Blockchain in Standardization

Calen Holbrooks, VP of Integrated and Partner Marketing at Zoom Info, discusses the role of integrated and partner marketing in driving growth and profitability. She explains how integrated marketing orchestrates all marketing activities and channels, while partner marketing focuses on creating win-win scenarios with external businesses. Takeaways: Chapters: 00:00 Introduction and Background 01:25 Defining Integrated and Partner Marketing 02:25 Understanding Partner Marketing 04:21 Nearbound Marketing 05:51 Leveraging Partners in Integrated Campaigns 07:23 Strategic Approach to Partner Selection 08:25 Measuring Partner Influence 10:25 Account Executive Collaboration with Partners 11:38 Scaling Partner Collaboration 12:49 Breaking into New Markets with Partners 14:49 Partnering with Competitors 16:32 Navigating Partnerships in the AI Space 19:11 Building Expertise in New Industries 21:45 Expanding into New Markets with Partners 23:16 Leveraging Conversational Intelligence for Insights 25:04 Using AI to Inform Partnerships 26:00 The Importance of Partnering in the AI Space 31:58 Driving Profitability and Growth through Partnerships 34:07 Achieving Profitability and Free Cash Flow 36:44 Unlocking Growth with Partnerships 38:14 Conclusion and Book Plug

Jared Fuller's new book "Nearbound and the Rise of the Who Economy" launches today! In today's episode, Isaac and Jared talk through the power of influencer partnerships, with Snoop dogg and Solo Stoves as an example, the future of partnerships, and the cover more detail on the Nearbound book. Takeaways: Chapters:

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 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 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 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 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 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: Quotes: Chapters: 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: 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: 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