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"Gradually, then suddenly.” These words from Ernest Hemingway are a perfect way to describe the growing category of partner operations and how it's influencing the Martech industry. In this episode, Scott and Juan dive into a recent report on the category of partner ops and look at how the technology is changing, who's harnessing it well, the lack of talent in the space, and why it's one of the most challenging categories in Martech to pin down.
📺 Play by play: Partner Ops: Slowly, then suddenly
0:30 Recapping last week: Martech in Asia
2:25 Partner Ops and all the other "ops"
4:00 Analysing partner ops, a deep dive into the report
6:40 Why the C-suite are noticing Partner Ops
8:50 The intersection between Partner Ops and Martech
11:40 The sudden growth of the category
13:00 Why Partner Ops is so ill-defined
16:35 Who's doing Partner Ops really well?
20:40 The talent gap
24:00 Is Partner Ops solving a tech or people problem?
27:20 Our question to the audience this week
❓Over to you
Head over to Youtube and help us answer this question:
Are you using any partnership technologies or even partnership data in your stack today? And what does that look like? Add to the comments!
The best answers will be featured in next week's episode.
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📚 Talked About On The Show
Scott Brinker
HubSpot