How sales and marketing can leverage partnerships

1 min read

Jason Shugars

Jason helps companies leverage partnerships. He has 18 years of experience in ad technology, marketing technology, and eCommerce. Currently, he is the Senior Director of Global Partnerships at Blueshift.

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Time-Stamped Show Notes:

[02:18] How important is building partnerships? And at what stage of a company do you think you should focus on building strategic partnerships?

[03:48] What are the different types of partnerships if you could actually run our business through that?

[05:12] When you look at these three pillars that you mentioned. Which one do you most focus on? 

[06:36] How do you find the right partnerships? How do you find the right opportunities? 

[10:04] How do you actually make that alliance and your partners to success despite the challenges?

In-Short:

Question: How important is building partnerships? And at what stage of a company do you think you should focus on building strategic partnerships?

Jason: If you go back some years, it was possible for companies to survive on their own and potentially the strength of their product on the platform. I think nowadays, what we’ve seen in the market, is whether your product is strong or not, or your platform is the best solution, having alliances, having integrations, and having that web ecosystem of partnerships, is invaluable and crucial.

Question: What are the different types of partnerships if you could actually run our business through that?

Jason:  I have what I call the three pillars of partnerships. One, it’s technology partnerships. Two, I think about sort of the agency or the reseller, sort of value-added services partner. Three, it is often overlooked, and that’s really sort of the ecosystem or what I call the friendlies. 

Question: When you look at these three pillars that you mentioned. Which one do you most focus on? 

Jason: Yeah, I think it’s a great question. And honestly, I think it depends on what your particular focuses or what’s working for you at the company. 

Question: How do you find the right partnerships? How do you find the right opportunities? 

Jason: Yeah, I think for me, the framework has been, especially when you’re coming into a role where you start to look and see kind of what’s there already. I mean, I’m not someone who believes that reinventing the wheel is always the best idea. In fact, I think the wheel works for a reason and everyone has one. 

Question: How do you actually make that alliance and your partners to success despite the challenges?

Jason: I think that having strategic alliances is a very difficult thing because you’re essentially taking a sales team and a company that has a specific mandate. And you’re taking another sales team and a company to mandate and hoping that they’re in alignment to want to do business together. 

We are available on Apple Podcasts, Spotify, and Google Podcasts. Subscribe to our channel for your daily dose of quality learnings and insights into the world of sales and marketing.

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