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About the Book
"Traditionally marketing/business partnerships were limited to affiliates' revenue and transaction-based relationships designed to drive customer acquisition though loyalty programs, couponing or sampling. Today's partnership ecosystem has expanded to include creative collaborations across the entire customer journey. For example, a Spotify and Ticketmaster partnership enables Spotify customers to purchase Ticketmaster-distributed tickets for their favorite artists' events directly in the Spotify app. Similarly, influencers like Fashionista introduce vetted products such as Harry's razors to their followers' blogs. Partnerships like these enhance your customer experience, grow revenue, and help you connect with potential and existing customers you can't reach through traditional channels. This book explains how to grow revenue by expanding your business partnerships. It will be a quick and easy read, filled with key frameworks, stories, examples, and 'how to' suggestions"--Book Synopsis
Unlock the enormous potential of strategic partnerships
You think you know partnerships, don't you? But the nature -- and growth potential -- of partnerships for business has transformed in recent years. In The Partnership Economy, partnership automation expert and impact.com CEO David A. Yovanno delivers an insightful, actionable guide to navigating this newly defined era and growing your company's revenue far beyond expectations.
Using real-life examples from well-known brands such as Fabletics, Target, Ticketmaster, Walmart, and more, the book offers practical frameworks on how to unlock the value of modern partnerships. Along with showing how partnerships build brand awareness, customer loyalty, and competitive advantage, Yovanno reveals the tremendous possibilities for growth when partnership agreements work in concert across all partnership types, such as influencers, commerce content publishers, business-to-business integrations, and affiliate rewards.
In this book, you'll learn:
- Why and how the most innovative companies, both large and small, and across industries, invest in their partnership programs and consequently drive up to a third or more revenue for their organization
- How a variety of partnership types, including influencers, commerce content, traditional affiliate programs, and more, operate and how each can make a difference in your business
- Why you don't have to wait -- you can begin your partnerships strategy today, either in-house or through agency partners, with a point-by-point startup plan and roadmap for growth
- What partnership maturity means and how to diversify and grow your partnerships program to fully unleash your organization's growth potential
Perfect for founders, executives, managers, and anyone responsible for revenue acquisition in any industry or sector, The Partnership Economy is an indispensable guide for anyone planning to grow their business and its revenue.
From the Back Cover
Praise for The Partnership Economy
"The Partnership Economy is full of aha moments for anyone who's been paying attention to trends in affiliate marketing like I have. It crystallizes why and how the affiliate model evolved into a new, distinct channel. The basic concept of referrals is the same, but the potential configurations, the consumer focus, and the lynchpin of trust are groundbreaking.
Especially exciting to me was the book's discussion of partnerships for social good. It's a smart blueprint every business leader should consider for combining business growth with positive impact."
--Neil Patel, owner, NP Digital, and author of Hustle
"I've been in the business of growing companies for most of my career, helping to launch platforms like Slack and Salesforce. The Partnership Economy was an eye-opener. The quiet metamorphosis of affiliate marketing, the dramatic shift in consumer attitudes toward advertising--David A. Yovanno's book unpacks all the factors that make partnerships an absolutely essential growth engine for brands today.
The business community needs to become fluent in the language of partnerships, and this book provides an outstanding introduction backed up by great case studies and solid data. It belongs on any executive's bookshelf."
--Bill Macaitis, former CMO of Slack, Zendesk, and Salesforce
"As the digital economy grows globally, partnerships will be the most important frontier. impact.com has been a leading light in creating a booming partnership economy. David A. Yovanno's wisdom is prescient and timely."
--Sunir Shah, CEO, AppBind and president, Cloud Software Association
"I've been immersed in partnerships for much of my career, especially on the B2B side, and finally we have the authoritative book on the subject. Partnerships are now one of the main drivers of business growth, and The Partnership Economy is the essential cookbook.
MBA candidates need this book as a go-to-market primer, C-level executives need it for growth strategy, marketers will get tactics and inspiration."
--Michael McNerney, publisher, Martech Record
About the Author
David A. Yovanno is the CEO of impact.com, the global standard partnership management platform that makes it easy for businesses to create, manage, and scale an ecosystem of partnerships with the brands and communities that customers trust to make purchases, get information, and entertain themselves at home, at work, or on the go. Dave and impact.com have been pioneers in establishing partnerships as a third channel for scalable and resilient revenue growth alongside sales and marketing.
Dave has provided strategic leadership to SaaS companies in the technology vertical for more than two decades, serving previously as CEO of Marin Software, a San Francisco-based global leader in paid search SaaS technology; as president, technology solutions of Conversant, a diversified marketing services company; and as CEO of Gigya, a customer identity management platform. He has also served on the board of the Interactive Advertising Bureau and as a lieutenant and CIO in the United States Navy.
