The Ross Simmonds Show RSS 37: Unlocking the Power of Partnership Marketing with Clinton Senkow
Jan 24, 2026
Clinton Senkow, partnerships and partnership-marketing expert and founder of an AI partner-discovery platform, explains how strategic collaborations unlock scalable growth. He discusses why companies underuse partnerships, when to start them, how AI speeds partner discovery, and practical partnership types and KPIs. Short, action-focused conversation about building win-win partner programs and using tech to find high-fit matches quickly.
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Partnerships Use Warm Introductions To Scale
- Partnership marketing leverages another company's audience, channels, or community to create warm introductions.
- True partnership success comes from mutually beneficial, long-term collaborations that accelerate trust and reach.
From Glorified Sales To Ecosystem Builder
- Clinton describes starting as a partnerships director who felt like a glorified salesperson before realizing partnerships require a different mindset.
- Over years he shifted toward designing long-term, ecosystem-focused collaborations rather than one-off sales motions.
Partnerships Are A Long‑Game Growth Lever
- Early-stage companies often underinvest in partnerships because they expect quick ROI and treat partnerships like short experiments.
- Partnerships require time, repeated experiments, and dedicated strategy to reveal outsized long-term returns.