61 - The Bow Tie Effect: How Partnerships Can Drive Customer Advocacy - Will Taylor

Howdy Partners

Will Taylor introduces the concept of the "bow tie effect.” It focuses on maximizing the value of partnerships throughout the entire buyer's journey.
He explains that partnerships should not be limited to pipeline generation and revenue, but should also aim to create brand ambassadors and advocates.
Will discusses how including partners at every stage of the bow tie journey can enhance the customer experience, drive more value, and increase alignment between teams.
He emphasizes the importance of mapping out the different stages, partners, activities, and KPIs to create clarity and better internal efficiencies.
**Key Takeaways:**
- Partnerships should focus on maximizing value throughout the entire buyer's journey, not just on pipeline generation and revenue.
- Including partners at every stage of the bow tie journey can enhance the customer experience and drive more value.
- Mapping out the stages, partners, activities, and KPIs creates clarity and better internal efficiencies.
- Partnerships can help create brand ambassadors and advocates, leading to increased word-of-mouth referrals and business growth.
**Quotes:**
- "Partners will play a role at every stage throughout this bow tie journey." - Will Taylor
- "Partnerships are not just about pipeline generation and revenue, but also about value generation across the lifecycle." - Will Taylor
- "Including partners in the entire buyer's journey allows for better alignment and increased effectiveness." - Will Taylor
****************Chapters****************
00:00:00 Introduction to the podcast and topic of the bow tie effect
00:01:22 Importance of planning and customer advocacy in partnerships
00:05:21 Explanation of the bow tie effect and the buyer's journey
00:08:56 Enabling partners to enhance value generation across the lifecycle
00:09:54 Questioning the fit of certain partners in the value journey
00:10:43 Considering how partner teams can fit into the right side of the bow tie
00:11:15 Lead sharing as a way to generate more value for customers
00:11:46 Including partners in the journey to create brand ambassadors
00:11:46 Importance of including partners in the customer journey.
00:12:41 Partners can enhance value and engagement for customers.
00:13:38 Brand ambassadors can promote partnerships and company.
00:14:44 Partnerships improve KPIs and alignment across teams.
00:17:01 Mapping partners to each stage of the bow tie.
00:18:55 Different activities for each stage of the buyer's journey.
00:20:28 Communicating value to internal teams using KPIs and activities.
00:21:37 The bow tie approach is more organized and effective.
00:22:14 Partners benefit from campaign focus and alignment with teams.
00:23:33 Including partners in business planning and amplifying partnerships.
00:23:46 Including partners in business planning and amplifying partnership
00:24:29 Creating clarity and setting expectations with partners
00:25:19 Tailoring the partnership approach to different partners
00:26:15 Helping partners achieve certification and set goals
00:26:53 Increasing clarity and effectiveness with the bow tie approach
00:28:01 Mapping out the marketing calendar and identifying KPIs
00:29:28 Offering assistance in creating a partner mapping document
00:29:41 Discussing the possibility of a bow tie approach
00:29:54 Wrap-up and invitation to explore the bow tie approach
00:30:02 End of episode