The Power of Strategic Partnerships

This chapter explores the vital role of strategic partnerships for marketers, emphasizing how they can enhance visibility and credibility through ecosystem collaboration. It distinguishes between influencers and partners, introduces the 'PB&J partnership' model, and discusses the importance of understanding customer journeys to address their needs effectively. Additionally, it highlights the challenges marketers face and the potential risks of partnerships, advocating for clear identification of business values and audience definitions.