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How Performance Partnerships Can Scale Your Business

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For too long, there’s been a colossal misalignment of incentives in business and in marketing. Performance Partnerships can scale up your business in a way that ensures you’re only paying for outcomes, not inputs.

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How Performance Partnerships Can Scale Your Business

  1. 1. @accelerationpar #ScaleUp HOW PERFORMANCE PARTNERSHIPS CAN SCALE YOUR BUSINESS ROBERT GLAZER Founder & Managing Director Acceleration Partners SCALE UP SUMMIT | October 18th, 2017
  2. 2. @accelerationpar #ScaleUp 3 MAJOR STRUCTURAL CHANGES IN BUSINESS TODAY 2 SALES GOING DIGITAL DIRECT TO CONSUMER SHIFT TO PERFORMANCE Brands Customers Middle Man
  3. 3. @accelerationpar #ScaleUp 3 • Profitable, No Outside Funding • Digital, Direct to Consumer • Paying for Performance 30M+ 25K 2015 2017 FROM $25K TO $30M IN TWO YEARS
  4. 4. @accelerationpar #ScaleUp 4 Hand raising image
  5. 5. @accelerationpar #ScaleUp 5 “Doing the right thing is more important than doing the thing right.” PETER DRUCKER
  6. 6. @accelerationpar #ScaleUp BEHAVIOR ALWAYS FOLLOW INCENTIVES 6 Inappropriate rollovers out of lower-cost retirement plans into higher- cost vehicles. Cost $17 billion. Steering clients’ savings into funds with higher fees and lower returns even before fees. Inappropriate rollovers out of lower-cost retirement plans into higher- cost vehicles. Traders at numerous banks had colluded with each other to submit fraudulent daily Libor rate submissions LIBOR MARKET CRISIS In 2006, $600 billion of subprime loans were originated SUB PRIME MORTGAGE CRISIS HEALTHCARE CRISIS Failure to report safety data, bribing doctors, and promoting medicines for uses for which they were not licensed. $3 billion settlement of the largest health-care fraud case in the U.S. CRACK DOWN ON INVESTMENT ADVISORS
  7. 7. @accelerationpar #ScaleUp 7 Where in your business are you paying for something and you have no idea what you’re getting in return?
  8. 8. @accelerationpar #ScaleUp 8 Sharing image
  9. 9. @accelerationpar #ScaleUp SCALING THE WRONG THINGS 9
  10. 10. @accelerationpar #ScaleUp NOT ABLE TO SCALE RIGHT THINGS 10
  11. 11. @accelerationpar #ScaleUp AFFILIATE (PERFORMANCE) MARKETING MODEL 11 PROGRAM MANAGER AFFILIATE NETWORKS (Tracking & Payment Platform) AFFILIATES (Publishers) CUSTOMER MERCHANTS (Advertisers)
  12. 12. @accelerationpar #ScaleUp 12 shows the opposite as above as a panacea or in a cloud – perhaps someone happy, relived, organized …zen…
  13. 13. @accelerationpar #ScaleUp 13 Where are some marketing or business partnerships in your business that are just not scaling? OR If you had a way to scale hundreds or thousands of outcome-based partnerships, what new area(s) would you go after?
  14. 14. @accelerationpar #ScaleUp WHAT DO THESE IDEAS HAVE IN COMMON? 14 TAX FORMSCONTRACTS (BD TIME AND LEGAL) ACCESS TO REPORTING TRACKING OUTCOMES/RESULTS CUSTOM REQUIREMENTS (IE LANDING PAGES)
  15. 15. @accelerationpar #ScaleUp 15 - sharing image – same as 10
  16. 16. @accelerationpar #ScaleUp DEEP INTEGRATION WITH BUSINESS WORKFLOW 16 FIRST RIDE Partner PAYOUT BACKGROUND CHECK + =
  17. 17. @accelerationpar #ScaleUp 17 FROM A HEADACHE TO MULTI-MILLION DOLLAR CHANNEL
  18. 18. @accelerationpar #ScaleUp 18 A GLOBAL VIRTUAL STORE
  19. 19. @accelerationpar #ScaleUp 19 • The found partners in their industry who had biggest influence with their target audience • Paid on outcomes, tracked with software • This one tactic accounted for 60% of their sales, started halo effect HOW DID BUTCHER BOX DO IT? 30M+ 25K 2015 2017
  20. 20. @accelerationpar #ScaleUp 20
  21. 21. @accelerationpar #ScaleUp THE PERFORMANCE MARKETING PYRAMID 21 BizDev – 15% AFFILIATE MARKETING Super affiliates, App developers (larger scale) Mid-level professional affiliates (content, paid ads) Local & small affiliates (restaurants, SMB, home owners) Referrals – 5%
  22. 22. @accelerationpar #ScaleUp 1. PAYING ON A COST PER ACQUISITION (CPA) 22
  23. 23. @accelerationpar #ScaleUp 2. TRANSPARENCY OF PARTNER’S ACTIVITIES 23
  24. 24. @accelerationpar #ScaleUp 3. ONGOING PARTNERSHIP 24
  25. 25. @accelerationpar #ScaleUp 4. REAL TIME TRACKING AND PAYMENT 25 Influencers NATIVE affiliate partnerships referrals Business Development
  26. 26. @accelerationpar #ScaleUp THE POWER OF MARKETPLACES 26
  27. 27. @accelerationpar #ScaleUp MARKETPLACES OF MARKETING 27
  28. 28. @accelerationpar #ScaleUp MARKETING MARKETPLACES - 1.0 28
  29. 29. @accelerationpar #ScaleUp 29 MARKETING MARKETPLACES - 2.0
  30. 30. @accelerationpar #ScaleUp PERFORMANCE PARTNERSHIPS - THIRD “FAT PIPE” 3 0 PERFORMANCE PARTNERSHIPSTM High Velocity Advanced Campaign Management Single Source Bring data, scale and efficiency to the mid and long tail Business Dev Lite Partnerships Affiliate Marketing Partners
  31. 31. @accelerationpar #ScaleUp 31 EXAMINE THE INCENTIVES IN YOUR MARKETING & PARTNERSHIPS
  32. 32. @accelerationpar #ScaleUp 32 Visual: Bill Bellichek & Patriots Do your Job image for slide https://i2.wp.com/www.nowverybad.com/wp -content/uploads/do-your-job_promo.jpg
  33. 33. @accelerationpar #ScaleUpBoston | New York | San Francisco | Chicago | London 617.963.0839 marketing@accelerationpartners.com THANK YOU! 33 ROBERT GLAZER Founder & Managing Director Acceleration Partners rglazer@accelerationpartners.com @robert_glazer www.accelerationpartners.com

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