In this episode of "Women in B2B Marketing," host Jane Serra speaks with Jamie Tharp, UPS's Digital Access Program Director, about the nuances of B2B partnerships. With a rich background in strategic account management, Jamie shares her journey and the evolution of partnerships across various industries. They explore the importance of aligning partnerships with sales, marketing, and product teams, and Jamie highlights essential tools and metrics for success.

Jamie talks us through:

• differences in partnership models: including SaaS versus non-SaaS, referral-based partnerships versus reseller-based partnerships, and services enablement capacity
• the evolving role of partnerships in the sales process
• the role of partnerships in facilitating conversations between product teams and ecosystem owners
• metrics that matter most in partnerships, including share of wallet in volume-driven partnerships and traditional sales funnel metrics for sales-driven partnerships
• the power of relationships, especially post-COVID, and the hunger for human interaction
• leveraging partnerships to gain insights into the customer's experience and needs
• building trust in partnerships, especially in white label or reseller situations
• establishing relationships with partners in new markets and understanding their needs
• focusing on the value provided to the customer in partnerships and professional relationships

Key Links:

Guest: Jamie Tharp - https://www.linkedin.com/in/jtharp/

Host: Jane Serra - https://www.linkedin.com/in/janeserra/

In this episode of "Women in B2B Marketing," host Jane Serra interviews Erica Morgenstern, CMO at Personify Health, about the intricacies of mergers and acquisitions and the journey of rebranding. Erica shares her accidental entry into marketing and the significance of empathy and communication during organizational changes. She discusses the strategic considerations behind the merger of Virgin Pulse and HealthComp, and the creation of Personify Health's new brand identity. Erica also touches on career growth, advocating for curiosity and the embrace of learning opportunities.

Erica walks us through:

• finding value and growth within organizations
• her experience with mergers and acquisitions, including being on both sides of the process and the lessons learned
• creating a new brand post-merger
• launching the new brand and the timeline for the brand migration and market positioning
• the impact of rebranding and the importance of thoughtful and strategic communication with the team
• tips for leading teams through mergers, emphasizing the need to lean in and look for opportunities during uncomfortable phases
• advocating for yourself and adding value
• third-party partnerships and the shift from 1-to-1 marketing to a community-based approach
• the value of leaning into new experiences and career paths

Key Links:

Guest: Erica Morgenstern - https://www.linkedin.com/in/ericamorgenstern/

Host: Jane Serra - https://www.linkedin.com/in/janeserra/

In this episode of "Women in B2B Marketing," host Jane Serra and Alice Ko take us through Alice's fascinating transition from accounting to marketing and her evolution into a coaching expert. Alice shares how the CliftonStrengths assessment profoundly shaped her career path and her approach to team dynamics. They explore the timing and impact of such assessments for job seekers, leaders, and sales teams, emphasizing the importance of understanding individual strengths for effective coaching and team growth.

Alice and Jane talk through:

• her squiggly career from Finance to Marketing to Coaching
• why nonprofit marketing is just like startup marketing
• when and why individuals should consider taking the CliftonStrengths assessment, including job seekers, managers, and those looking to excel in their roles
• how individual assessments can help managers coach sales team members based on their unique strengths and personalities
• the importance of investing in team growth and management skills, especially for new managers
• self-reflection and providing advice for individuals in the middle of a career pivot, including radical self-assessment and research
• personal sprints for self-experimentation and decision-making
• navigating a squiggly career path and transitioning between full-time roles and consulting

Key Links:

Guest: Alice Ko - https://www.linkedin.com/in/aliceko/

Host: Jane Serra - https://www.linkedin.com/in/janeserra/

Reframed Coaching - https://www.reframedcoaching.com/

[Book] The Squiggly Career - https://www.amazon.com/Squiggly-Career-Embrace-Opportunity-Through/dp/0241385849