156 - The End of Silos and the Need for Collaboration with Lizzie Chapman

In this episode, Jared and Lizzie Chapman discuss the success of the book 'Nearbound and the Rise of the Economy' and the changes happening in the MarTech and advertising industry. They delve into the concept of collaborative go-to-market (GTM) and RevOps Venture, highlighting the need for a cohesive strategy that brings together product, sales, marketing, and partnerships. The conversation explores the different growth motions, including product-led, sales-led, and partner-led growth, and how they can work together to drive success.

Takeaways:

The days of silos in go-to-market strategies are over, and companies need to adopt a collaborative approach that brings together product, sales, marketing, and partnerships.Different growth motions, such as product-led, sales-led, and partner-led growth, can work together to drive success, and companies should consider a multi-faceted strategy that leverages the strengths of each approach.Language and strategy alignment are crucial in building effective partnerships, and it's important to meet people where they are in their understanding of partnership concepts.The role of partnership leaders is evolving, and they may become more involved in overall business strategy and go-to-market planning.Partnerships require a comprehensive strategy that leverages strengths and considers all aspects of the business.Partner leaders should lean into their background and expertise to drive success in partnerships.The lack of standardization in integrations hinders efficiency and scalability.The network effect of industry standards, such as OpenRTB, can benefit all participants. Blockchain technology may play a role in standardizing integrations and ensuring data accuracy.

Chapters:

00:00 Introduction and Book Success 

01:12 Changes in MarTech and Advertising

03:02 The End of Silos and the Need for Collaboration 04:09 Tools and Strategies for Go-to-Market Leaders

05:15 Expanding Across Different Growth Motions 

06:43 The Convergence of Sales and Product in SaaS 

08:31 The Evolving Role of Partnership Leaders 

09:34 Different Approaches to Growth: Product-led, Sales-led, and Partner-led 

13:09 The Overlap and Interaction of Different Growth Strategies 

21:20 The Importance of a Comprehensive Strategy 

23:08 Thinking Holistically and Leveraging Strengths 

24:35 The Role of Mindset in Partnerships 

25:30 The Potential for Growth in Partner Leadership 

28:46 Standards in the Ad Tech Industry 

29:07 The Wild West of Integrations 

33:24 The Need for Standardization in Integrations 

37:27 The Network Effect of OpenRTB 

38:21 The Potential Exhaust and Network Effects of Integrations 

42:15 The Role of Blockchain in Standardization