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Table of Contents
Cover
Praise for The Partnership Economy
Title Page
Copyright
Preface
How Modern Partnerships Were Born
Acknowledgments
PART I: Welcome to the Partnership Economy
CHAPTER 1: Unlock Unexpected, Lasting Growth with
Modern Partnerships
Modern Partnerships at Work
Who Are These Referral Partners?
Why Do Referral Partnerships Work So Well?
Partnerships Go the Distance
Is Operating at Full Potential a Pipe Dream?
Imagine What's Coming
The Quick Summary
What's Up Next?
Notes
CHAPTER 2: Trust Is the New Black and Other Reasons
Why Referral Partnerships Work
Referral Partnerships Work
Trust Is the New Black
Referral Partners Enhance Enterprise Customer
Experience
The Quick Summary
What's Up Next?
 Notes
CHAPTER 3: How Partnerships Can Help You Meet Critical
Business Goals
Partnerships Are Powerful and Flexible
Grow, Baby, Grow
Improve Your Conversions
Change Strategy—Quick!
What Kind of Growth Do You Want?
Who Will Make This Growth Happen?
What Customer Behaviors Do You Want to Catalyze?
Link Desired Customer Behaviors with Customer
Journeys
Customer Journeys Are Changing
The Quick Summary
What's Up Next?
Notes
CHAPTER 4: Engage Customers Wherever They Are on
Their Customer Journeys
Partnerships: Here, There, and Everywhere!
Partnership Roles Across Customer Journeys
Link Partner Roles with Business Objectives
Customer and Shopping Journeys Show What's Taking
Place
Journey Maps Reveal Partnerships Opportunities
Design Your Ideal Customer Journeys
The Quick Summary
What's Up Next?
Notes
CHAPTER 5: Six Building Blocks of Today's Partnerships
Harry's, ACME, and the Six Building Blocks
 Build Effective Collaborations with the Partnership
Design Canvas
Compatible Partners
Relevant Customers and Audiences
Desirable Customer Experience
Accurate Tracking and Measurement System
Motivating Value Exchange
Shared Partnerships Success Plan
The Quick Summary
What's Up Next?
Notes
PART II: What Are Modern Partners?
CHAPTER 6: Coupon, Cashback, and Loyalty Partners:
Reach New Audiences, Drive More Sales
Tried and True: Partnerships That Drive Revenue
Popular Then and Now
The Value Proposition: Incentivizing Engagement
Enterprises, Affiliates, and the Customer Journey
But We Are Not a Discount Brand!
There Is More Than Meets the Eye
Tips for Getting the Most Out of Coupon, Deal, and
Loyalty Sites
Tips for Coupon, Cashback, and Loyalty Partners
The Quick Summary
What's Up Next?
Notes
CHAPTER 7: Creators, Influencers, and Brand
Ambassadors: The Powerful New Word-of-Mouth Play
A Rapidly Growing Domain of Authenticity
Three Ways to Use Influencer Partnerships
LightInTheBox Taps Micro-Influencers for Content
 Nurture Influencer Partnerships for Better Results
Ivory Ella Grows Brand Awareness
Savage X Fenty Succeeds with an Influencer-First
Model
If You Are an Influencer
Customers Are Brand Ambassadors
The Quick Summary
What's Up Next?
Notes
CHAPTER 8: Mass Media Publishers: When Old-School
Advertising Doesn't Work Anymore
Beyond PR and Advertising: A New Way to Work with
Mass Media Publishers
How Does Commerce Content Work?
Why Does Commerce Content Work?
Is There a Conflict of Interest?
What Matters to Content Publishers
Who to Approach at a Publisher?
An Authentic Path Toward Growth
The Quick Summary
What's Up Next?
Notes
CHAPTER 9: Mobile Partnerships: Be Where Your
Customers Are All the Time
Welcome to a Mobile World
Mobile Is Changing Customer and Shopping Journeys
Apps and the Mobile Web: A Tale of Two
Environments
What Do Consumers Prefer?
Consider the Mobile Partnership Opportunity
It's Gotta Be Seamless
 There Is a Better Way
Measuring Performance: KPIs for Mobile Partnerships
Fraud: A Unique Mobile Consideration
Future-Facing Connections for an Evolving Customer
Journey
The Quick Summary
What's Up Next?
Notes
CHAPTER 10: Strategic Business Partnerships: When Two
Work as One
Committing for the Long Haul: Strategic Brand-to-
Brand Partnerships
Entry-Level SB2B Partnerships: Based on a Promotion
Complex SB2B Partnerships: Based on a Product
Integration
Is Your Company Ready for SB2B Partnerships?
Finding Potential SB2B Partnerships
Construct a Successful SB2B Partnership
The Quick Summary
What's Up Next?
Note
CHAPTER 11: Community Groups, Associations, andCause-
Based Partnerships:When the Higher Good Is Good
Business
It's a Whole New World
Performance-Based Partnerships with Purpose
Goodness Takes Effort
Tips for Finding Your Impact
The Quick Summary
What's Up Next?
Notes
PART III: Get Started in Partnerships
CHAPTER 12: How to Get Your Partnerships Program
Started
Getting Partnerships Off the Ground: Taking Stock
Building the Case for Executive Buy-In
Build the Vision for Partnerships
Develop Your Strategy
Establish Your Partnerships Process
Select Your Partnership Management Platform (PMP)
Spotting Potential Partners
Get Going
The Quick Summary
What's Up Next?
Notes
CHAPTER 13: How Does It Feel? Creating a Beneficial
Partner Experience
Be Intentional About Your Partner Experience
Develop Your Partnerships Vision
Articulate Your Partner Value Proposition
Live Your Vision
Collaborate with Partners for Ongoing Success
What Content Are You Providing for Your Partners?
Broaden Your Circle
Capture Your Partnerships Learning
Assess Your Partnerships Experience Regularly
Ask Your Partners About Their Experience
The Quick Summary
What's Up Next?
Notes
CHAPTER 14: What About Agencies? Your Partners in
Partnerships
Go It Alone or Go with an Agency
 Assessing Your Internal Capabilities
Types of Agencies That Create and Manage
Partnerships
When Hiring an Agency
Know What You Bring to the Table
When Assessing Potential Agencies
The Quick Summary
What's Up Next?
Notes
PART IV: Unleash Your Partnership Potential
CHAPTER 15: What Is Partnerships Program Maturity and
How Do I Get It?
Maturity Is a Good Thing
Key Activities Along the Path to Full Potential
The Quick Summary
What's Up Next?
Note
CHAPTER 16: Next Steps: Envision and Plan a Durable
Partnerships Program
Designing Your Partnerships Strategy
Planning Is Challenging and Critical
The Partnerships Program Planner
Complete Your Partnership Maturity Roadmap
The Quick Summary
What's Up Next?
Notes
CHAPTER 17: What's Next? Prepare for the Future
The Future of Partnerships Is Ecosystems
Partnerships Ecosystems—They Are Not Your Father's
Oldsmobile
Build Your Organization's Future Today
 Get On Board!
Notes
About the Author
Index
End User License Agreement

List of Tables
Chapter 4
TABLE 4.1 Business objectives determine partner roles.
TABLE 4.2 Coverage maps identify partnership
opportunities.
Chapter 8
TABLE 8.1 What marketing tactics will U.S. marketers rely
on more in 2020 and bey...
Chapter 14
TABLE 14.1 Assessing Your Internal Partnership
Capabilities
Chapter 16
TABLE 16.1 Partnership Maturity Roadmap
Chapter 17
TABLE 17.1 Comparing high-maturity partnerships
programs and partnerships ecosyst...

List of Illustrations
Chapter 1
FIGURE 1.1 Partnerships drive real growth, not fluff.
FIGURE 1.2 The Rastelli's and Sunbasket partnership
generates extraordinary ...
 FIGURE 1.3 Together Spotify and Ticketmaster create a
more holistic product ...
FIGURE 1.4 There are many types of referral partners.
FIGURE 1.5 What does it take for an enterprise to reach its
full partnership...
FIGURE 1.6 Maturity pays off! Get up the experience curve!
FIGURE 1.7 Companies with high partnerships program
maturity are more likely...
Chapter 2
FIGURE 2.1 People have trusted sources for each of their
major life areas.
FIGURE 2.2 Identify your trusted sources for a recent
purchase.
FIGURE 2.3 Enterprises' target customers are referral
partners' existing aud...
FIGURE 2.4 How referral links work.
Chapter 3
FIGURE 3.1 Common business goals behind today's
partnerships.
FIGURE 3.2 Summarize your understanding of your target
customer segment(s)....
FIGURE 3.3 What customer behaviors do you want to
catalyze?
FIGURE 3.4 Three phases of today's customer journeys.
FIGURE 3.5 Link desired customer behaviors with their
journeys.
Chapter 4
FIGURE 4.1 Design at Your Door content on HGTV.com—
connected to TV series.
FIGURE 4.2 Another great Walmart find!
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