The Partnership Economy: How Modern Businesses Find New Customers, Grow Revenue, and Deliver Exceptional Experiences

286 Pages·2022·16.029 MB·English

by  David A. Yovanno

PRAISE FOR THE PARTNERSHIP ECONOMY
What people are saying:
“In the modern marketing age, trust is no longer a one- way street, with businesses
telling consumers they are trustworthy and hoping consumers believe them.
Consumers now drive this conversation, and they demand to know how a brand’s
external commitments align with their values. Consumers are looking for brands
to show them— not tell them— they are trustworthy. In The Partnership Economy,
David A. Yovanno shares the context for how brand- consumer relationships
have changed and actionable strategies for how to build authentic partnerships
that will help your business thrive.”
— Stefania Pomponi, founder of Hella Social Impact and
author of Influencer Marketing For Dummies
“It’s been said that great product never beats great go-t o- market. And who could
argue? With more than 15,000 SaaS applications in market, the best products no
longer win on their own merit. Instead, the best customer experiences do. We’ve
entered a new era, an era of partner ecosystems. And now, great go- to- market
never beats great partner ecosystems.
“Welcome to The Partnership Economy, ushered in and documented for the first
time ever by David A. Yovanno’s must-r ead for every partner leader and execu-
tive in this new era. I’ve been complaining for years that there is no definitive work
on partnerships and no book to reference. Thanks go to David for answering the
call because The Partnership Economy is the book I’ve been waiting for and that
you must read now.”
— Jared Fuller, host and producer, PartnerUp:
The Partnerships Podcast
“If partnerships are the game changer of today’s industry, then this book is a
must- read for anyone looking to create successful partnerships that will give
them an undisputed competitive edge. The concept of partnerships in advertising
is not new, but The Partnership Economy really gets under the hood of what makes
a powerful modern partnership and, crucially, how today’s brands can use them
to achieve customer acquisition and retention, drive sales, and establish a strong,
long- term brand reputation.
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“With real business examples presented in an accessible, conversational way, The
Partnership Economy is a remarkably engaging and captivating read for anyone
interested in furthering their knowledge of modern marketing.”
— Julia Smith, founder and CEO,
The Digital Voice
“The Partnership Economy is a great book for anybody interested in the wider
universe of performance marketing. As an industry that has previously been
very focused on a narrow set of rules and tactics, focusing on a handful of metrics,
it’s great to read about the dramatic evolution that has transformed the space into
a much more versatile and sustainable one to be a part of.”
— Niamh Butler- Walton, staff writer,
PerformanceIN
“David A. Yovanno shares what all marketing leaders will soon know: Partnerships
are the future of marketing. Dave and his team at impact.com have continually
been at the forefront of using technology to transform the partnership industry,
and The Partnership Economy will show you a blueprint and case studies for
success in the brave new world of partnership marketing.”
— Robert Glazer, CEO of Acceleration Partners and number- one
Wall Street Journal bestselling author of Elevate and
Performance Partnerships
“The Partnership Economy will become required reading for anyone in revenue
acquisition. The adoption of cloud technologies and social media has accelerated the
scale and speed of change in the partner landscape, and author David A. Yovanno
offers a clear and cohesive path forward.”
— Patrick McCue, board advisor and
former senior vice president,
Global Partners and Okta
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T H E
PA R T N E R S H I P
E C O N O M Y
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“Full of aha moments for anyone who has been paying attention.”
—Neil Patel, author of Hustle
D AV ID A. Y O VA N N O
T H E
PA R T N E R S H I P
E C O N O M Y
H O W M O D E R N B U S I N E S S E S
F I N D N E W C U S T O M E R S , G R O W R E V E N U E ,
A ND DELIVER E XCEP T ION A L E X PERIENCE S
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Copyright © 2022 by John Wiley & Sons, Inc. All rights reserved.
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Contents
PREFACE: HOW MODERN PARTNERSHIPS WERE BORN ix
ACKNOWLEDGMENTS xiii
Part I Welcome to the Partnership Economy
1 Unlock Unexpected, Lasting Growth with Modern Partnerships 3
• Featuring Sunbasket and Rastelli’s, Ticketmaster and Spotify
2 Trust Is the New Black and Other Reasons Why Referral Partnerships
Work 17
• Featuring Booktopia
3 How Partnerships Can Help You Meet Critical Business Goals 33
• Featuring Autodesk, Revolut, Richer Sounds, and Uber Eats
4 Engage Customers Wherever They Are on Their Customer Journeys 47
• Featuring Walmart and Multiple Partners
5 Six Building Blocks of Today’s Partnerships 63
• Featuring Harry’s
Part II What Are Modern Partners?
6 Coupon, Cashback, and Loyalty Partners: Reach New Audiences,
Drive More Sales 83
• Featuring Ibotta and Kohl’s, and Prodege
7 Creators, Influencers, and Brand Ambassadors: The Powerful New
Word-of-Mouth Play 95
• Featuring Marla Catherine and Fabletics, LightInTheBox, Ivory Ella, Savage
X Fenty, and Patagonia
8 Mass Media Publishers: When Old-School Advertising Doesn’t Work
Anymore 107
• Featuring Ziff Media Group and Better Homes & Gardens
9 Mobile Partnerships: Be Where Your Customers Are All the Time 119
• Featuring Uber, Patagonia, and Target and Samsung
10 Strategic Business Partnerships: When Two Work as One 135
• Featuring Qantas and Airbnb, Disney+ and Lyft, HyreCar and DoorDash, Tasty and
Walmart, Spotify and Ticketmaster, Robinhood and TurboTax, Chase Sapphire Ultimate
Rewards, and Hollister and Xbox
vii
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viii Contents
11 Community Groups, Associations, and Cause-Based Partnerships:
When the Higher Good Is Good Business 145
• Featuring Giving Assistant, KidStart and Banks and Retailers, Crocs and AAA, and Microsoft
and Local Chambers of Commerce
Part III Get Started in Partnerships
12 How to Get Your Partnerships Program Started 157
• Featuring Trust & Will and PartnerCentric
13 How Does It Feel? Creating a Beneficial Partner Experience 177
• Featuring Walmart, Blue Nile, eBay, Sur La Table, and Shopify
14 What About Agencies? Your Partners in Partnerships 201
• Featuring DMi Partners, Perform[cb] Agency, Gen3, Acceleration Partners,
LT Partners, and JEB Commerce
Part IV Unleash Your Partnership Potential
15 What Is Partnerships Program Maturity and How Do I Get It? 217
• Featuring Fanatics
16 Next Steps: Envision and Plan a Durable Partnerships Program 229
• Featuring Lenovo and Blue Nile
17 What’s Next? Prepare for the Future 247
• Featuring HubSpot
ABOUT THE AUTHOR 259
INDEX 261
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