872: Nurturing Partnerships to Create Exceptional Outcomes with Robert Glazer

What is the future of partnership marketing? How does nurturing partnership drive exceptional, measurable outcomes? Partnership marketing has evolved into “Affiliate Marketing Meets the Digitization of Business Development.” Software is now utilized to create partnerships at scale, and its evolution from affiliate networks to licensed software has expanded the definition of partnership marketing programs today.

Robert Glazer is the founder and chairman of Acceleration Partners, the world's leading partnership marketing agency. He is also the author of the best-selling book "Moving to Outcomes: Why Partnerships are the Future of Marketing." Today, Robert discusses the evolution of partnership marketing, how it differs from traditional affiliate marketing, and the importance of building diverse, outcome-oriented partnership programs to diversify from the "triopoly" of Google, Facebook, and Amazon.

Quotes

“The evolution from affiliate networks towards software that you can license and bring in-house has expanded the definition of partner marketing programs. This allows us to build and manage relationship-oriented, outcome-oriented programs with software at scale.” - Robert Glazer

“If you've met the type of people who have five-year plans and goals for their company and organization, they tend to get there more often than not.” - Robert Glazer

“We have employees in seven different countries and have worked with some of the largest global platforms. As companies grow quickly and expand into different markets, we can support them in those markets, on the platforms that they want to work with.” - Robert Glazer

Takeaways

00:59 Partnership marketing is an evolved, software-driven version of affiliate marketing, allowing brands to build and manage diverse, outcome-oriented partnership programs at scale.

05:10 The "triopoly" of Google, Facebook, and Amazon has made traditional digital marketing increasingly expensive and inefficient, driving the need for alternative channels like partnership marketing.

09:10 Successful partnership programs require a multi-faceted approach, including specialized skills in recruiting, onboarding, creative development, and analytics.

12:12 Recessions and economic downturns often lead businesses to refocus on proven, performance-based channels like partnership marketing.

16:18 Having a clear, long-term vision and strategy is crucial for building a successful partnership program that can adapt to market changes.

Resources:

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Filed in: Archive 4: 2020-2023 • Interview • Podcast

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