MarTech Interview with Mike Stocker, VP of Partnerships at CallRail | |
How has the role of partnerships evolved in recent years and what do you anticipate to be the major priorities or focal points in the partnership landscape for 2024? Unlike just a few years ago when partnerships were considered a “nice-to-have,” now they are emerging as a central driver, with 2023 marking the beginning of this trend and 2024 expected to solidify it further. HubSpot’s “State of partner ops and program” report highlights this shift, emphasizing the growing importance of partnerships in efficient business expansion. The four pillars I mentioned—co-marketing together, partner-sourced revenue, product capabilities, and retention/renewals—align with this trend. In particular, co-marketing reflects a collective effort among companies, showcasing a paradigm shift towards ecosystem-led growth. The partnership landscape is experiencing its moment, with collaboration becoming essential for advancing objectives collectively. What are some of the existing pain points you think your customers are experiencing right now – how can partnerships help here? The current landscape for our customers involves a multifaceted set of challenges, and where partnerships operate as a strategic tool to alleviate these pain points. One major challenge we’re seeing right now is the overwhelming abundance of technology, often leading to what can be described as “having too much tech.” This issue can result in operational inefficiencies and difficulties in integrating various tools seamlessly. Partnerships play a major role in addressing this pain point by encouraging collaboration with other companies, streamlining processes, and ensuring that the technologies our customers utilize work harmoniously. Beyond the challenge of excessive technology, another prominent pain point for our customers revolves around extracting maximum value from the tools at their disposal and demonstrating a clear return on investment (ROI). Customers are increasingly focused on efficiency, seeking tangible results and benchmarks to justify their investments. Partnerships can contribute by showcasing success stories and real-world applications, emphasizing how integrated tools, such as CallRail, can significantly improve ROI. Read This Interview :- https://www.martechcube.com/martech-interview-with-mike-stocker-vp/ Visit website:- https://www.martechcube.com/ | |
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