Why should you read it?
Within the growing team of channel and ecosystems professionals there is generally an agreement on the lack of good readings about the partnerships topic, especially in our current age. “Moving to Outcomes” is a book published in 2022 after the COVID-19 hit. It is current and the most important, provides a unique and transformational view about the “partnerships” world. As a professional in this space, this is a must read! Once you finish it, you will look to your channel-related role and to how you explain your job to others in a completely different way… I am sure you have traditionally struggled to explain your work in partnerships and programs to your parents or to some of your friends… Well, this book will transform the way you can explain what you do for living! Certain analysts say we are in the early stages of the “decade of ecosystems”, this book offers a novel perspective on how partnerships relate to marketing… did you ever think about explaining your role as a modern marketing function? Are you working on a company with a direct sales model and need to convince your stakeholders about the value of creating a channel model? Please read the book carefully and then come back here and comment… This book is a great inspiration for ecosystem professionals discussion!
What is the book about?
The book is about a specific marketing channel we are all familiar with… called… “partnerships”. The authors start discussing the impact of legacy affiliate marketing models and how they evolved into the complex and growing world of partnership marketing we have today. Although the focus is not on technology, they are able to articulate a much broader view on this topic and explain why spending dollars in the triopoly (Google, Amazon and Facebook) is no longer the most effective way to do marketing… why paying for inputs like impressions, views or clicks while you can pay for outcomes! Why playing a game of darts while you can work with a partner who can bring you the dartboard and you only pay them once this happens… Partnerships marketing offers now a profitable, scalable and more sustainable way to go to market as it truly aligns with a company’s objectives and desired results. This is the essence of why the book is a must for any professional in this space.
Best takeaways
“Marketers today have a choice. They can keep doubling down on advertising with the digital Goliaths of today or begin to diversify and invest in other marketing channels, with an eye toward the future (…) One that offers a superior and predictable ROI, a way to create a defensive competitive advantage, and effective diversification in the marketing portfolio (…) A prioritization of marketing channels and partnerships that allow companies to pay for outcomes, not inputs.”
“It’s always been better to avoid the trap of over investing in channels that offer input metrics, such as impressions and clicks, and instead invest money in programs tied to demonstrable outputs, such as sales, leads, or other important conversions.”