Scale - How to partner with big players with Lizzie Chapman
In this episode, Phil talks with technology partnerships veteran Lizzie Chapman. They dive into how partnerships evolve over time, the strategic importance of aligning incentives, and what it takes to make a lasting impact in the business to business and direct to consumer marketplaces.
Lizzie also share how to balance innovation, education, and execution in partnerships, sharing real-world examples of wins and lessons learned. Whether you're looking to streamline your partnership strategies or scale your business with the right collaborations, this episode is packed with actionable insights.
Key Takeaways:
✅ Start Small, Scale Strategically: Lizzie explains the importance of starting with a focused, manageable partnership (like Shopify) and scaling based on proven results.
✅ The Long Game Wins: Successful partnerships require patience, trust-building, and continuous iteration to evolve and deliver lasting value.
✅ Curiosity is Key: Hiring for partnerships? Seek curiosity-driven individuals who thrive on learning about markets, tools, and customer needs.
Connect
Takeaways
✅ COVID-19 significantly impacted e-commerce and partnership dynamics.
✅ Building trust is crucial for successful partnerships.
✅ The Shopify partnership has been pivotal for AdRoll's growth.
✅ Partnerships require a long-term perspective and strategic planning.
✅ Navigating partnerships involves balancing internal and external demands.
✅ Continuous improvement and iteration are key in partnership integrations.
✅ It's essential to be willing to walk away from unsuccessful partnerships.
✅ Understanding market signals is crucial for identifying new opportunities.
✅ Building relationships with partners is as important as the partnerships themselves.
✅ Curiosity and a willingness to learn are key traits for partnership professionals.
✅ Attribution for partnership success can be complex and requires careful consideration.
✅ A clear value proposition is vital for successful partnerships.
✅ Partnerships should be treated with the same care as customer relationships.
Chapters
00:00 The Journey into Partnerships
03:00 Evolution of Programmatic Advertising
05:45 Impact of COVID on E-commerce and Partnerships
08:53 AdRoll and RollWorks: Dual Focus
11:51 Navigating the Partnership Landscape
14:54 Defining Partnerships: The Shopify Experience
18:08 Building Trust and Value in Partnerships
25:55 Navigating the Journey from Version 1 to Version 2
30:15 The Importance of Strategic Partnerships
33:28 Identifying New Opportunities in B2B
36:14 Building a Partnership Operating System
41:01 The Future of Partnerships: Challenges and Opportunities
Want to share this episode of Partnership+ via text, social media or email? Just copy and paste this link: https://philhsc.com/interviews/lizzie-chapman
Don't know where to start with partnerships?
The Wednesday Partnership Newsletter includes 3 ideas and 1 question for you to create business partnerships that you never thought possible.
The latest issue is sent to leaders in Fortune 500 companies, entrepreneurs, educators and small business owners. Join them by entering your email and signing up for free right now. If you’re ready to apply these insights in your organisation, explore CEO Coaching and keynote speaking opportunities to sharpen your leadership and scale your impact.
