B2B marketers often overlook affiliate partnerships. Without a clear understanding of the value of affiliates, they miss out on different channels for sustainable growth.
In this episode, Ben Meyer (VP of Digital Marketing Services at Cleverbridge) sits down with Tyler Calder (CMO at PartnerStack) to break down effective affiliate strategies in the e-commerce space. Ben draws on nearly 15 years of experience in customer service and digital marketing to show how companies can leverage well-structured referral and affiliate programs, from unlocking new territories to turning customers into “micro sales teams”. He also highlights effective but underutilized affiliate strategies in the age of AI.
You’ll learn:
Jump into the conversation:
(0:00) Introducing Ben Meyer
(2:50) Digital marketing insights from customer service
(7:21) An early affiliate marketing model for e-commerce
(10:35) How to introduce new customers to affiliate marketing
(14:04) Using affiliates to expand into new geographies
(17:32) Differentiating affiliates, referrals, and influencers
(20:45) B2C strategies for the B2B marketer
(23:37) The importance of building relationships with affiliates
(25:40) How affiliates can support the entire buyer journey
(28:26) AI’s impact on affiliate marketing
(32:57) The future of affiliates in B2B
Resources:
Ben Meyer's LinkedIn: https://www.linkedin.com/in/ben-meyer-77049b2b/
Cleverbridge website: http://grow.cleverbridge.com/
Affiliate marketing has often been misunderstood in the B2B space. Outdated perceptions and poor execution have kept it from becoming the performance channel it has the potential to be.
In this episode, Tye DeGrange (Founder and CEO of Round Barn Labs) joins Tyler Calder (CMO at PartnerStack) to break down how affiliate and influencer strategy work today. With years of experience across eBay and startups alike, Tye shares how trust, creative testing, and partner-first thinking are helping brands scale through content creators and communities. He also discusses the role AI now plays in affiliate visibility and what B2B companies should be doing to stay ahead.
You’ll learn:
Jump into the conversation:
(0:00) Introducing Tye DeGrange
(3:12) The Cowboy Code and what it teaches about leadership
(4:48) How Round Barn Labs defined its focus
(8:39) Breaking the bad rap of affiliate marketing
(12:20) Traits of high-performing partner ecosystems
(14:50) Why affiliate and influencer are converging
(21:11) Four content pillars for improving AI visibility
(25:50) How to run your own visibility audit
(29:43) Why sentiment and search signals matter in B2B
(33:22) AI-generated content vs. human-powered trust
(37:54) Why creators will lead AI experimentation and growth
Check out Tye’s talk “The Cowboy Code of Marketing: Building Trust in B2B” at PartnerStack’s STACK’D Connect 2025: https://www.youtube.com/watch?v=VpOXLVkzqdA
Many partnership programs fail because they lack alignment with broader company goals. Without clear communication and a unified strategy, it’s easy for the value of partnerships to be overlooked.
In this episode, Katie Landaal (SVP of Strategic Alliances at ZoomInfo) joins Tyler Calder (CMO at PartnerStack) to explore how partnerships can be a catalyst for both growth and innovation. Katie shares her journey from agency work to leading partnerships at a major tech company, and how her experience taught her to see early on how a partnership can unfold. From spotting potential M&As to bridging gaps with product teams, Katie shares how partner programs can unlock wins across the board.
You’ll learn:
Jump into the conversation:
(0:00) Introducing Katie Landaal
(1:49) Early agency experiences shaping partnership perspectives
(5:09) Why agency skills translate to strategic alliance success
(10:49) Balancing incremental wins with high-impact partnership opportunities
(13:09) Building a strong foundation for predictable partnership growth
(16:07) Identifying potential product partnerships that drive revenue
(20:12) Bridging product and go-to-market for effective partnerships
(25:44) Using AI tools to improve partnership operations internally
(34:23) Early adoption fears around AI and productivity tools
(35:51) Considering M&A when starting a partnership
(36:57) Partnership-first approach for strategic business growth
(40:33) Applying three Cs and integrity in partnerships
Too many partner leaders build programs with no way to prove their impact. And when it comes time to justify headcount or budget, the conversation falls apart.
In this episode of Get It, Together, Brian Jambor (Head of Partnerships at Synthesia) joins host Tyler Calder (CMO at PartnerStack) to break down the real mechanics behind modeling a partner program that finance leaders support. From making and clearly communicating assumptions to course-correcting when things go sideways, Brian shares the exact approach he’s used to win executive trust.
You’ll learn:
Jump into the conversation:
(0:00) Introducing Brian Jambor
(2:18) What leadership camp in Montana taught Brian about growth
(3:47) How a financial background shaped Brian’s partner lens
(7:10) A pivotal lunch with a CFO that changed everything
(11:46) How to confidently say “I don’t know” to execs
(16:39) Critical assumptions to stress-test in any partnership model
(20:51) What to fix when your partner plan underperforms
(26:31) Why execs lose trust in partner and marketing leaders
(33:00) The cost of delaying a difficult partner breakup
(34:16) How Synthesia helps companies scale training with AI
(38:53) Smaller teams and AI will define future partnerships
(45:02) The #1 mistake partner leaders make with CFOs
Most ISVs enter the Salesforce ecosystem expecting revenue to come easily. But only a few understand what it actually takes to succeed.
In this episode of Get It, Together, Sam Yarborough (Co-Founder at Arcadia) joins host Tyler Calder (CMO at PartnerStack) to explore the real work behind building a partner motion inside Salesforce. From aligning your entire company around one ecosystem to capturing the attention of Salesforce AEs, this conversation maps out what it means to be ecosystem-ready.
You’ll learn:
Jump into the conversation:
(0:00) Introducing Sam Yarborough
(3:45) Misconceptions about entering the Salesforce ecosystem
(5:12) How long does it realistically take to see results
(10:30) Winning over Salesforce AEs with the 3 I’s
(14:15) What Salesforce AEs actually care about
(16:57) Aligning product, marketing, and events for partner success
(18:43) How quota retirement works in the Salesforce world
(25:35) How Sam built a Salesforce motion from scratch
(27:33) Building a system to track and engage Salesforce reps
(30:30) The one skill partner leaders must develop
(38:13) Using AI to improve your own curiosity and performance
Most partner programs don’t fail because of strategy, but by simply scaling too early.
In this episode of Get It, Together, Chris Lavoie (Founder and CEO of Partnership Mastermind) joins host Tyler Calder (CMO at PartnerStack) to talk about what it takes to build a revenue-generating tech partnership motion. From identifying your most valuable integration to owning a sourced number and making the leap from IC to leadership, Chris shares the playbook behind top-performing partnership programs at Gorgias and AfterShip.
You’ll learn:
Jump into the conversation:
(0:00) Introducing Chris Lavoie
(3:00) Why more tech partners do not fix weak foundation
(4:24) Defining what tech partnership means
(6:26) Leaving the academe and building a playbook in SaaS
(12:44) How a coach helped unlock the leap to entrepreneurship
(17:31) Why sourced revenue builds stronger partner-AE alignment
(20:31) Taking on bigger quotas and the mindset behind it
(26:54) The OKRs that make sense and not vanity metrics
(29:25) How to find your first tech partner
(33:52) Building a partnership program with zero integrations
(37:41) Validating integrations before scaling the partner team
(42:29) Building referral funnels with 600+ customer-facing reps
(47:32) Why Partnership Mastermind fills the enablement gap in SaaS
Did you know there are 28 crucial moments in a buyer’s journey that can make or break a sale?
In this episode of Get It, Together, Jay McBain (Chief Analyst at Canalys) and host Tyler Calder (CMO at PartnerStack) discuss the power of partnerships. Discover why we’re now in the "Decade of the Ecosystem”, where strategic partnerships can influence customer decisions and drive revenue. Plus, learn the 6 questions you need to ask to structure your ecosystem for predictable, repeatable success.
You’ll learn:
Jump into the conversation:
(0:00) Introducing Jay McBain
(1:24) The “Decade of the Ecosystem” and how we got here
(6:52) Understanding the 28 moments that influence a buyer’s decision
(9:03) AI’s $7 trillion impact: Why it’s a pure ecosystem play
(12:51) The 7 influencers every customer has and how to leverage them
(18:41) Why too many companies have a narrow view of partnerships
(20:13) 6 essential questions to ask to unlock partnership success
(24:13) Why RevOps is central to unlocking insights across ecosystems
(30:16) Why 75% of buyers would rather talk to AI bots than salespeople
(39:06) How a few communities can influence millions of buyers
Ready to make your SaaS partnerships actually work?
Get It, Together is your backstage pass to the real people behind partner programs that drive revenue. Get insights from their rookie mistakes, how they overcame them, and what they learned along the way. No fluff, just practical advice you can use right now.
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