58: How Can Partnerships Drive Sales and Marketing Strategies in B2B? - with Jamie Tharp, Digital Access Program Director at UPS

Women in B2B Marketing

In this episode of "Women in B2B Marketing," host Jane Serra speaks with Jamie Tharp, UPS's Digital Access Program Director, about the nuances of B2B partnerships. With a rich background in strategic account management, Jamie shares her journey and the evolution of partnerships across various industries. They explore the importance of aligning partnerships with sales, marketing, and product teams, and Jamie highlights essential tools and metrics for success.

Jamie talks us through:

• differences in partnership models: including SaaS versus non-SaaS, referral-based partnerships versus reseller-based partnerships, and services enablement capacity
• the evolving role of partnerships in the sales process
• the role of partnerships in facilitating conversations between product teams and ecosystem owners
• metrics that matter most in partnerships, including share of wallet in volume-driven partnerships and traditional sales funnel metrics for sales-driven partnerships
• the power of relationships, especially post-COVID, and the hunger for human interaction
• leveraging partnerships to gain insights into the customer's experience and needs
• building trust in partnerships, especially in white label or reseller situations
• establishing relationships with partners in new markets and understanding their needs
• focusing on the value provided to the customer in partnerships and professional relationships

Key Links:

Guest: Jamie Tharp - https://www.linkedin.com/in/jtharp/

Host: Jane Serra - https://www.linkedin.com/in/janeserra/