Moving to Outcomes: Why Partnerships are the Future of Marketing

by Robert Glazer, Matt Wool

Overview

From bestselling author Bob Glazer comes a revolutionary approach to partnership marketing. Partnership marketing is not new; it has existed in many different forms, and under many different names, such as affiliate marketing, for decades. However, thanks to transformative changes in enabling technology and pricing models, as well as a change in both supply and demand, partnership marketing now exists in a more automated, scalable form that few companies have fully leveraged to date. MOVING TO OUTCOMES will unlock the keys and show readers how to do so for themselves.

Think about your marketing strategy as you would consider an investment portfolio. Every investment guru advises diversifying your stock market assets to protect against declines in some types of assets. Additionally, if you want better returns, you need to adjust your holdings through diversification and get outside of the traditional asset classes. Once an asset class reaches maturity and ubiquity, you are much less likely to see above-average returns. Investors can't beat the market by investing in the biggest names of today; instead, they need to find the next Microsoft, Amazon, or Tesla.

Marketers today have a choice. They can keep doubling down on advertising with the digital goliaths of today or begin to diversify and invest in other marketing channels, with an eye toward the future.

Product Details

ISBN-13:	9781728261720
Publisher:	Sourcebooks
Publication date:	03/22/2022
Pages:	224
Product dimensions:	5.50(w) x 8.25(h) x 0.56(d)

About the Author

Robert Glazer is the founder and Chairman of The Board of global partner marketing agency, Acceleration Partners. A serial entrepreneur, Bob has a passion for helping individuals and organizations build their capacity to elevate.

Under his leadership, Acceleration Partners received numerous industry and company culture awards, including Glassdoor’s Employees’ Choice Awards (2 years in a row), Ad Age’s Best Place to Work, Entrepreneur’s Top Company Culture (2 years in a row), Great Place to Work & Fortune’s Best Small & Medium Workplaces (3 years in a row) and Boston Globe’s Top Workplaces (2 years in a row). Bob was also named to Glassdoor’s list of Top CEO of Small and Medium Companies in the US, ranking #2.

Bob’s writing reaches millions of people around the globe each year who resonate with his topics, which range from performance marketing and entrepreneurship to company culture, capacity building, and leadership. Worldwide, he is also a sought-after keynote speaker by companies and organizations on subjects related to business growth, culture, building capacity and performance.

Bob is the #1 Wall Street Journal, USA Today and international bestselling author of six books including Elevate, How To Thrive In The Virtual Workplace, Friday Forward, and Moving to Outcomes. He is also the host of the Elevate Podcast, a top 1% podcast globally with over 1,000,0000 downloads.

Bob is a sought-after keynote speaker by companies and organizations around the world. He shares ideas and insights around these topics via Friday Forward, a weekly inspirational newsletter that reaches over 200,000 individuals and business leaders across 60+ countries.

Outside of work, Bob can likely be found skiing, cycling, reading, traveling, spending quality time with his family or overseeing some sort of home renovation project.

Learn more about Bob at https://www.robertglazer.com.

Table of Contents

Glossary ix

Introduction xi

Chapter 1 The Case for Partnerships 1

Chapter 2 What Has Changed 20

Chapter 3 Step Right Up: The World's Biggest Auction 42

Chapter 4 Facing the Colossus 53

Chapter 5 The Privacy Problem 59

Chapter 6 The New Partnership Marketing 72

Chapter 7 Building Marketplaces of Marketing 89

Chapter 8 Moving Your Programs to Outcomes-Who Are the Players? 99

Chapter 9 Fill in the Blank with Partnership Marketing 119

Chapter 10 Getting Company Buy-In 137

Chapter 11 The Talent You Need 151

Conclusion: The Final Case for Valuing Outcomes 169

Notes 181

Acknowledgments 198

About the Authors 200

Editorial Reviews

"If you’re a CMO and your marketing is optimized for conversions, rather than revenue, you need this book. Glazer and Wool share the playbook for success in the outcome-based, partnership-driven future of marketing." — Neil Patel, Founder of Neil Patel Digital and NYT Bestselling Author of Hustle

"Moving To Outcomes will convince you that an ecosystem of scalable partnerships is crucial to the future of marketing. With the majority of world trade flowing indirectly, Glazer and Wool share a roadmap your business can’t afford to miss." — Jay McBain, Principal Analyst, Forrester

"Moving To Outcomes shares proven strategies to help businesses build sustainable revenue through a scalable model of transparent marketing partnerships. It’s a great playbook for the partnership-driven future of marketing." — Anna Fieler, Board Director, Shake Shack, J.Crew Group & Quinstreet, and Former CMO, PopSugar

"Glazer and Wool make the persuasive case that relationships will matter most in the future of marketing. Moving To Outcomes is a proven playbook for the next great opportunity in marketing: partnerships at scale." — Keith Ferrazzi, #1 NYT Best Selling Author & Founder/Chairman of Ferrazzi Greenlight & Go Forward To Work

"Partnerships are a game changer that will fundamentally shift how we think about marketing and revenue acquisition. Robert Glazer and Matt Wool have been at the forefront of the growing partnership economy, and Moving To Outcomes will leave you convinced that you need to make partnerships a priority for your company’s strategy." — David A. Yovanno, CEO of impact.com and author of The Partnership Economy

"Global marketing partnerships have been driving growth for businesses of all sizes and industries. With Moving To Outcomes, Glazer and Wool bring the enormous potential of partnerships to the executive suite and share why partnerships offer an opportunity every business needs to seize." — Adam Ross, CEO, Awin

"Partnerships have already played a key role on both sides of our business - acquiring new consumers and launching new merchant partners, and Moving To Outcomes shares how scalable, tech-enhanced partnerships will become a foundational marketing strategy that the C-Suite can’t afford to overlook. Glazer and Wool share a playbook for success for both publishers and eCommerce brands alike for the future of partnership marketing." — Amit Patel, CEO and President, Rakuten Americas

"Glazer has done it again – making timely and challenging topics oh, so read-able! He and Wool have taken a wildly complex and dynamic modern marketing eco-system and broken it down into clear and concise frameworks and action-oriented, practical advice for anyone out there trying to build a consumer-facing business." — Laura Joukovski, CEO, Global Fashion Brands, TechStyle

"Effective digital marketing is about people and relationships. Moving To Outcomes is the playbook for helping you build effective, outcome-based relationships with leading marketing partners to drive better ROI for your business." — Ben Kirshner, Founder of Tinuiti

"There are a lot of snake oil salesmen who promise businesses that investing in online advertising will drive unlimited growth with minimal risk. Bob Glazer adroitly exposes such myths, giving readers a roadmap to finding success with paid media while also identifying alternatives that can help you avoid over-reliance on Google and Facebook." — David Rodnitzky, Founder and CEO, 3Q Digital

"Acceleration Partners has helped hundreds of brands achieve sustainable, scalable ROI through trusted affiliate marketing partnerships. In Moving To Outcomes, Glazer and Wool share their winning formula with the world on how to to pay for marketing that works. A must read for any CEO/CMO who wants to diversify their digital marketing." — Hannah Wharrier, Managing Director, Digital Marketing Division, Clarion Events

"No matter what your business is, your marketing strategy today probably isn’t suited for tomorrow. With Moving To Outcomes, Glazer and Wool share the marketing playbook they’ve helped the best e-commerce brands run for years. Learn how you can prepare your business for the future with a strategy built on outcome-based marketing partnerships that drive scalable ROI." — John Jantsch, Founder of Duct Tape Marketing and Bestselling Author of Duct Tape Marketing and The Ultimate Marketing Engine

"Moving To Outcomes is a perfect guide to help businesses pay for marketing that works! For executives who want to compete in the next era of marketing Glazer and Wool’s playbook shouldn’t he missed." — Brian Scudamore, Founder & CEO of 1-800-GOT-JUNK? and O2E Brands and Bestselling author of WTF?! (Willing to Fail)

"Moving to Outcomes powerfully highlights that the needs of the marketer have never been more aligned with what our category is capable of delivering. Brand marketing and performance marketing are converging quickly, driven by the fundamental change of the power shift from the brand to the consumer. The growth channels of paid social and paid search have reached the point of diminishing returns and C-suite marketers are recognizing that their go forward growth engine will be built on sustainable, profitable marketing partnerships." — Matthew Gilbert, CEO of Partnerize

"Every smart marketer knows the power of partnership marketing. This excellent book takes you through a deep understanding and implementation." — Allan Dib, Founder of Successwise and Author of The 1-Page Marketing Plan

From the Publisher