147 - Unlocking the Power of Strategic Partnerships with TK Kader

TK Kader shares his insights on the power of strategic partnerships in driving business growth. He discusses his experience with partnerships and acquisitions at ToutApp and Marketo, highlighting the importance of understanding the market, building strong integrations, and prioritizing key partners. Cotter offers invaluable advice on data analytics, co-marketing, integration strategy, addressing unique customer needs, revenue share, and prioritizing partners on both sides of M&A deals. TK also emphasizes the value of data-driven decision-making and effective co-marketing strategies in successful partnerships. Key Takeaways:Building strong integrations with key partners is crucial for driving business growth.Prioritize partnerships with platforms that serve your target market and have a large customer base.Data is essential for understanding the impact of partnerships and making informed decisions.Co-marketing can be a powerful tool for generating pipeline and increasing deal sizes. Chapters: 00:00 Introduction and Welcome 00:39 Guest Introduction and Sponsor Mention 01:07 Discussion on Partnerships and M&A 01:56 Deep Dive into ToutApp"s Journey 03:21 The Role of Partnerships in ToutApp"s Success 13:35 Transition from ToutApp to Marketo 17:45 Strategic Alliances and M&A at Marketo 22:51 Aligning with Service Partners and Implementing Revenue Share 23:29 The Evolution of a Platform and Monetization Strategy 24:57 The Role of Strategic Partnerships in Business Growth 25:41 Building a Successful SaaS Business: Market, Product, and Go-to-Market Strategy 26:54 The Acquisition Journey: From Marketo to Adobe 30:52 The Transition to Adobe and the Importance of Data in Partnerships 36:45 Tips for Building Successful Partnerships and the Role of Co-Marketing