Business Partnerships - What's the Playbook?

The first thing that matters when you're thinking about a business to business partnership is thinking about who your avatar is, right? We've recently been partnering with a local pickleball club because pickleballs kind of pick these days. And the people who go to those places will likely care about what we do. So I think first things first is just really clear on who are you trying to get in front of. There's probably like three different tiers of engagement that I would pitch.