Partnered 2020, The Partner Programs Podcast

Partnered 2020, The Partner Programs Podcast

By Alex Glenn
This is a production of and collaborators.

In this podcast, we showcase interviews and learnings from those on both sides of the partnership.


In 2020, the world you may know as “Channel” will change. This is brought on by the increase in new cloud-based software products coming to market, betterment and ease of onboarding into these new products, changes in agency-client relationships, and much more.

But despite these changes to the channel, partner sales strategy is going to be more and more of a requisite for new software companies to scale.
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How a Prominent Marketing Agency Makes the Business Case to Partner with SaaS

Partnered 2020, The Partner Programs Podcast

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How Hawke Media uses salesperson matchmaking to ensure partner success
Hawke Media is one of the most successful and streamlined agency organizations ever. They partner with over 100 software providers - each one is a true partnership (mutually beneficial). To help us all understand how Hawke Media approaches partnerships today, I've recorded with Ashley Scorpio (VP of Partnerships at Hawke) to help us all understand what makes their software partner ecosystem so beneficial for their agency, as well as their tech partner.  Enjoy!
March 26, 2020
How a Prominent Marketing Agency Makes the Business Case to Partner with SaaS
Today's discussion will help both sides of the partnership understand how to approach the decision to partner: For Channel / Partner Managers - you are going to hear what it take to get into a prominent agency's stack and onto their services page. For other agencies - you are getting a playbook on how to vet new potential partnerships. (make sure to listen to the end when Anita provides advice on when and how to start a partnerships division or hire someone like her) Read the actionable notes here in the article from this episode >> Joining me on this episode is Anita Covelli. Anita is the former Partner Development Director at Oracle, former Director of Strategic Partnerships at ReadyTalk, and now Vice President of Alliances at DemandGen - a large agency in northern CA focusing on marketing technology implementations. Anita is in the unique position to decide who their agency works with, and how close of a relationship to pursue. Anita is the person who receives, reviews, tests and decides on new software for DemandGen's clients. If certain criteria are not in place, the tool fails the test and may never get reviewed again. And passing means entering a very large ecosystem of SaaS transactions that David and Anita oversee. In today's interview, you will learn: What's involved in her business-decision around any new partnership. Items determining organizational readiness for a partner program. How Anita vets the potential of the relationship to drive new services development. What advice Anita would give to SaaS companies looking to partner with agencies. And on the flip side - how she would advise an agency interested in starting a partner program?
February 24, 2020
How to choose the right SaaS partners to scale your agency w/ David Lewis
Watch the video of this episode here >>> David Lewis is the CEO of DemandGen. David partners with over a dozen tools currently, and has leveraged saas partnerships to scale his agency to be one of the largest and most respected in B2B Marketing.  David coined the terms "Demand Gen" He wrote the #1 book on Lead Management called Manufacturing Demand In this discussion, David answers: What your current saas stack is and who in it are considered 'partners'? What does it mean to “partner” with saas? David’s process of choosing new partners? How David would setup incentives if he were behind an agency partner program? GTM and Co-Marketing with partners? How David co-markets with their partners? How events have been organized and collaborated on between the DemandGen team and key partnerships? As ad advisor, what do you recommend to your software companies around partnerships and channel strategy?
February 13, 2020
What constitutes a partnership? A discussion with Lucas from
Lucas serial entrepreneur and eCommerce veteran who is now handling strategic partnerships at - If you’re not familiar with Gorgias, it’s the multi-channel help desk for eCommerce which has been growing at astounding rates do in part to their focus on strategic partnerships early on. In this episode, I wanted to speak to Lucas about these key aspects of his role: Discovering what your partners really want What it takes to sell into an influencer’s stack What a true partnership looks like How to identify who your actual partners are Hear about a strategy Lucas uses to break into the key partner accounts he is after How you balance pure media buy relationships with strategic MDF partnerships How to focus on your top performing partners Maintain the steering wheel so to speak in the partnership Links:
February 5, 2020
The State of SaaS Analytics and Reporting Services w/ founder of MashMetrics
The purpose of this podcast is to share what's happening with data analytics and reporting from these perspectives:  What agencies should know about partnering with analytics tools and the delivery of analytics services to clients. What founders should know about the data providers and how support should be conducted for data services. And what other data platforms should understand about the products available and how they integrate with current agency systems. In this episode, I'm joined the Founder of - a Databox and Supermetrics partner white-labeling analytics services for other agencies.  This class is the premise for a course Thomas put together for us on how to run these services: Thomas Bosilevac is our guest today on this subject because he:  Founded a marketing analytics services agency responsible for over $1M in direct billings.  Created a Measurement Plan Workshop to identify OKRs (KPIs) that make a bottom-line impact Lead projects to integrate online and offline data sources including Google Marketing Suite (Analytics, Tag Manager, Ads, etc.), Adobe Analytics, Amplitude, MixPanel, Segment, SalesForce, HubSpot, FaceBook, AdRoll, and many more. Automated Reporting and Performance Monitoring to quickly point to areas to grow or improve. Business Analysis | Data Analysis | Business Intelligence (BI) | Market Research | Analytics Strategy
February 2, 2020
Growing Channel Revenue by Connecting Agency Partners w/ Cory Snyder
Cory is Head of Director of Global Channel Sales at Active Campaign where he oversees his channel team and 6000+ partners.  * This episode was recorded on video and we reference a graphic that can be found at Watch this episode on video there as well.  Stepping into a channel/partner management role with a large existing partner network and revenue quotas means you can either spend your time/energy finding new partners, or you can generate more revenue by enabling, matching and consolidating existing partners.  One thing Cory has learned in over 10 years of growing channel revenue is how to generate more revenue from the partners you have.  Cory and I break-down the mentalities and strategies necessary to leverage agency partners to extract more revenue as well as utilizing agency partners to form strategic integration partnerships. 
January 11, 2020
How Partner Teams can Attribute Referrals in TCMA and Channel Programs
This episode is also a video-class in our course on building a partner program. To watch and see the visuals, head over to the school and join the course >> (use coupon code PODCAST for 50% off). What is TCMA? TCMA stands for through-channel marketing automation. Through-Channel Marketing is a system that enables organizations to scale advertising and local marketing messaging through their networks of indirect retailers, dealers, distributors, reseller agents, affiliates and other partners. Jay McBain, Principal Analyst, Channel Partnerships & Alliances“According to Forrester research, only about half of brands have implemented TCMA, with only 17% fully satisfied that they are getting the most from the systems. We believe that there will be significant interest in this third stage over the next few years.” What’s the issue? When you are scaling a partner program, you will run into channel conflict wherein either: Someone in your sales department is receiving a commission on top of the referral fee you are having to pay partners for that same deal, or Two partners are claiming attribution over the same referral. Some of this can be solved with your CRM, but when you have partners assisting in promotions of your sales collateral and marketing content, you will need to attribute the right clicks to the right partner. Now, attribution is what typically breaks down as your program becomes larger and more content is flying around. This is the premise of today’s discussion. And, a special shoutout to the team at for creating a product helping teams attribute phone calls. They are our category leader for call tracking and we’ll be working with their fantastic partner team throughout 2020. Without further delay, let’s start this discussion on attribution in TCMA…
January 1, 2020
How Agency Partner Managers Choose Their Partners
Today I am joined by Amanda Nielsen - former Partner Marketing Strategist at New Breed Agency - a Diamond-Tier Hubspot partner as well as reseller of Drift, Vidyard, Insight Squared and others. She grew New Breed’s partnerships by 400% in her time there and has spoken at the Inbound conference as well as taught a class for us here at Partner Programs in our agency MRR academy found at Amanda is an expert in choosing software partnerships as an agency - vetting and discovering what saas you should invest your time in, and why. So if you are a partner manager, this is a great episode to listen to and learn what agency partner managers look for in your program. I’m excited to introduce Amanda to you all and hear what she has to say. So let’s get started!
December 27, 2019
Budget and KPIs for your Partner Program w/ Greg Greenberger
In this episode, I am joined by Greg Greenberger, Partner Program Specialist at Signavio. Greg is with me to discuss  how to formalize an appropriate budget for your partner strategy, and what KPIs to focus on at each stage of growth. To view documents mentioned, enroll in the course Greg teaches a class in >>> Why should you listen to Greg? Greg is building and managing Signavio’s partner program – creating the incentives and enablement to help scale and ramp-up their team as well as enabling strategic partners. He has done this numerous times over multiple verticals dealing with Global budget allocation for partner programs. Here’s what you will learn about in this episode: Larger impacts on budget like Licenses, MDFs, Certifications, Kick-back, Discounts… Budgeting for software like PRMs, LMSs, Account Mapping … Who’s budget is each requirement going to come from? How KPIs change from months 0-6, during traction and then at scale… As well as setting correct budget and KPI expectations with leadership. This was requested by one of our partner programs course students, so you can find the visuals mentioned in this episode at in the course on how to build an agency-focused partner program.
December 27, 2019
How Partner Teams can Attribute Referrals in TCMA and Channel Programs
In this episode, I talk to the founder and VP of sales at xAmplfy - the platform for channel and partnerships teams which automates the way you engage and empower your partners. This recording is all about attribution in TCMA. If you are interested in this topic and are building-out a partner program as we speak, please enroll in our course. Use promo code: PODCAST for 50% off.  If you’re new to TCMA, it stands for through-channel marketing automation - a system that enables organizations to scale advertising and local marketing messaging through their networks of indirect retailers, dealers, distributors, resellers, affiliates and other partners. The reason I want to discuss attribution is due to channel conflict at scale in your partner program. You will run into channel conflict wherein either: Someone in your sales department is receiving a commission on top of the referral fee you are having to pay partners for that same deal, or Two partners are claiming attribution over the same referral. Some of this can be solved with your CRM, but when you have partners assisting in promotions of your sales collateral and marketing content, you will need to attribute the right clicks to the right partner.
December 25, 2019
What It Takes To Be A Software “Reseller” w/ Alex Bass
This episode is all about understanding what actually goes on when an agency is on and OFFBOARDING your user (which was their referral), and the issues that can arise from that process being broken. Read the article or listen in.  If you do not have a good relationship with your SaaS partners – the people inside the organization on the sales, CS or product teams – you are not in a good position to make partnerships a value-add for your agency. In this discussion, Alex Bass, the founder of Cyber Bytes Inc, a successful reseller of tools like Copper CRM, Pandadoc, Asana and more, discusses his road to reseller-ship and the recent bumps he experienced. The main takeaways from our discussion are as follows: Find a hub tool which you can build more reseller relationships off of (more native integrations). Get involved in the communities (help communities and user forums/groups). Really learn the tool (partner webinars, docs, implementations). Develop relationships with the product and CS teams (continually inform their new team members of your agency and what sort of. referrals you are after). Find out and vet your software partners’ PRM to ensure your clients won’t be handcuffed in any way (demo their PRM and ask what happens if your referral wants to de-couple the relationships). Keep the clients’ experience at the forefront of the relationship (care less about the referral fee’s and more about the client experience). Stay away from software partners who are constantly pushing you to bring them more referrals (this needs to happen naturally).
December 25, 2019
How to Plan and Execute a Scalable Partner Program w/ Ty Lingley from
My guest today is Tyrone Lingley, the Director of Partnerships at Unbounce Ty is responsible for driving revenue growth through product, brand, and distribution partnerships. Prior to Unbounce, Ty had experience in e-commerce and B2C partnerships while he was responsible for the strategic development and leadership of retail activities, key partnerships, and community programming for Canada’s top-performing e-commerce company Ty is also a board member of the Cloud Software Association where he connects and educates partnership professionals in the B2B SaaS space. In a previous life, Ty has been around – at one time even working for the Olympic Games – living in several locations across Europe, Asia, and Australia. We couldn’t ask for a better representative to discuss a better use case showing how best to plan and execute a partner program launch. Today Ty is going to answer the Hard questions founders and teams should ask themselves before you go-to-market with a Partner Program, and how answered these questions while outlining one of the most well-executed partner program rollouts I’ve ever witnessed. The risks of a partner program – like Channel conflict, Last click attribution with affiliates, Compliance Issues, Nexus taxation, Product alignment. The stack – do you need a PRM (partner relations management software) on top of your CRM, and what that build looks like if you go that route. Standard operating procedures for sales discussions with a partners’ referral The 7 steps to a go-to-market journey for Unbounces partner program. I’d like to start this discussion at the beginning with the genesis, or the ‘why’ of partner programs. Links: If you enjoyed this episode, you may enjoy the full course on How to Build a Partner Program.  Use promo code PODCAST for 50% off >
December 25, 2019
An Interview with Jay McBain on Partnerships and TCMA in 2020
Forrester predicts the through-channel software market to grow to $1.18 billion by 2023. This market includes 10s of thousands of digital agencies realizing $2B in service revenue by that year. So I invited Mr. Jay McBain from to join me in unpacking the topic of “Through-Channel Marketing Automation.” If you enjoyed this episode, you may enjoy the full course on How to Build a Partner Program.  Use promo code PODCAST for 50% off > If you haven’t run across Jay, I’d wonder how – he is one of the most visible thought leaders in the global technology channel. Named to the Top 40 Under Forty by the Business Review, he is often sought out for industry guidance and future trends. He has spent his 24-year career in various executive channel sales, marketing, and strategy roles within IBM, Lenovo, Autotask, and ChannelEyes. Jay is the principal analyst for global channels at Forrester – one of the most influential global research and advisory firms in the world. In this discussion, Jay and I review: The third stage of growth for software companies. One vs two-tier channel partner programs. The partner relations and marketing automation management software stack. How to determine your IPP (ideal partner persona). The 6 phases to partner program development, Then we wrap up by giving some actionable advice to those about to launch or scale their partnership programs. This was one of the most enlightening episodes I’ve had with one of the brightest people in channel today. Links:
December 25, 2019