The Revenue Leadership Podcast with Kyle Norton E40: Partnership Lessons from COELEVATE with Author Richard Ezekiel
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Jul 23, 2025 Richard Ezekiel, author of "Coelevate" and former partnership leader at Amazon and Netflix, shares insights into building impactful business collaborations. He discusses why many partnerships fail and the essential elements for success, including the importance of internal metrics. Ezekiel introduces the innovative "Partnership T" framework, practical strategies for CROs, and the necessity of aligning partnerships with real customer needs. He also addresses the traits that differentiate good partners from great ones, emphasizing long-term vision and adaptability.
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Defining Effective Partnerships
- Partnerships combine relationships, go-to-market strategy, and co-created products or services to create unique value.
- Successful partnerships align with core company KPIs and strengths to accelerate impact beyond solo efforts.
Start With Strategic Business Plan
- Build a strategic business plan (SBP) to understand your company's KPIs and growth trajectory.
- Assess how partnerships can accelerate these KPIs in key areas like new regions or customer segments.
Incubate Before Scaling Partnerships
- Incubate one to three strategic partnerships first before building a broader partner program.
- Use an ideal partner profile with criteria like brand, reach, and capabilities to identify potential partners.
