15. Allan Adler of Digital Bridge Partners: Monetizing Technology Partners Ecosystems Part 3

In Part Three, Avanish and Allan discuss: 

• The evolution of monetization models (3:00) 
• Understanding the three buckets of  tech partner monetization (6:45) 
• How Procore’s model resulted in much higher levels of adoption and engagement, and a much higher orientation around how to make the magic happen (10:50)
• How to turn ISVs from  flavor-adders to the meal, into the whole meal (16:34)
• Allan’s favorite monetization model: the reciprocity or reciprocal model (20:37) 
• Bringing it all back  to sourced revenue attribution (28:14) 
• The importance of finding lagging and leading indications (30:33)

Guest: Allan Adler, Managing Partner, Digital Bridge Partners

Allan Adler is a world-class advisor, consultant, and change agent.  As Managing Partner at Digital Bridge Partners, he helps individuals, managers, and executives understand and leverage partnership best practices in business and society.  He is the creator of the GoToEcosystem Framework and has worked with a wide range of organizations to unlock their full ecosystem potential.  Allan is Chair of the Ecosystem Counsel at PartnerHacker and an Executive Member of Partnership Leaders.  Previously, Allan founded and ran MSI Consulting Group; a 100-person sales and marketing strategy firm focused on the tech industry and worked as a consultant with The Boston Consulting Group.  He received his MBA from Harvard Graduate School of Business, where he was honored as a Baker Scholar. Allan is a CPA and serves on several for-profit and not-for-profit boards.

Host: Avanish Sahai

Avanish Sahai is a Tidemark Fellow and has served as a Board Member of Hubspot since April 2018 and of Birdie.ai since April 2022. Previously, Avanish served as the vice president, ISV and Apps partner ecosystem of Google from 2019 until 2021. From 2016 to 2019, he served as the global vice president, ISV and Technology alliances at ServiceNow.  From 2014 to 2015, he was the senior vice president and chief product officer at Demandbase.  Prior to Demandbase, Avanish built and led the Appexchange platform ecosystem team at Salesforce, and was an executive at Oracle and McKinsey & Company, as well as various early-to-mid stage startups in Silicon Valley.

About Tidemark

Tidemark is a venture capital firm, foundation, and community built to serve category-leading technology companies as they scale.  Tidemark was founded in 2021 by David Yuan, who has been investing, advising, and building technology companies for over 20 years.  Learn more at www.tidemarkcap.com.

Links

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• Follow our host, Avanish Sahai
• Learn more about Tidemark