Moving to Outcomes Book Summary - Moving to Outcomes Book explained in key points
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Moving to Outcomes summary

Robert Glazer & Matthew Wool

Why Partnerships Are the Future of Marketing

4.3 (50 ratings)
18 mins
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    Moving to Outcomes
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    Partnership marketing focuses on outcomes, not processes.

    Marketers of all stripes share a dream: getting the most bang for your buck, especially when it comes to advertising. So how do you do it? What principles can you apply? 

    Well, here’s a question for you: Would you rather spend a chunk of your budget on an ad that might not bring in much business, or would you prefer paying only when you actually make a sale? It’s an easy choice, right? That’s the beauty of partnership marketing. What that means in practice is mutual cooperation between parties for shared goals and mutual benefits. 

    Take a simple offline example to see how this works in practice. Imagine a boat rental shop offers a local resort concierge a $10 fee for every referral. The concierge is motivated to send over any guest, regardless of their actual interest in renting a boat. But if the shop instead offers a 10 percent commission on actual bookings, the concierge becomes more selective, referring only highly interested customers. This approach ensures the concierge earns more for successful referrals, the shop receives fewer but higher quality leads, and both parties benefit more from the arrangement.

    Partnership marketing stands out because it operates on a simple yet powerful principle: you only pay for success. Unlike traditional advertising, where money is spent upfront without any guarantees of results, partnership marketing allows brands to define what success looks like for them – be it sales, new customers, or leads – and then pay partners based on achieving those outcomes. This alignment of interests between brands and their marketing partners ensures that both parties are working toward the same goal: tangible, beneficial results.

    Partnership marketing offers three standout benefits that make it an attractive option for marketers. 

    First off, it’s inherently profitable. Since companies only compensate their partners based on actual sales or leads, they can easily manage their budget to meet profit margins. Second, it’s scalable. With the help of technology and partnership platforms, brands can efficiently manage numerous partnerships, expanding their reach without a proportional increase in effort or resources. This scalability doesn’t compromise efficiency; the cost-benefit ratio remains constant, whether you’re making $10 or $1,000 in revenue. 

    Lastly, partnership marketing is sustainable. It fosters long-term relationships between brands and partners, built on fairness and mutual benefit, rather than the fleeting advantages and escalating costs associated with other digital marketing channels.

    This model avoids the pitfalls of the digital marketing rat race, where companies often find themselves paying more for diminishing returns, or hopping from one trending platform to another, only to end up investing in channels that lose relevance over time. By focusing on outcomes, partnership marketing ensures that marketing budgets are spent wisely, fostering relationships that deliver consistent value over time. It’s a strategic approach that not only meets the immediate needs of businesses but also supports sustainable growth and profitability in the competitive digital marketplace.

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    What is Moving to Outcomes about?

    Moving to Outcomes (2021) explores the evolution of partnership marketing from its traditional roots to its current automated and scalable form, a transformation driven by technological advancements and shifts in supply and demand. Packed with insights into leveraging this model to its fullest, it enables companies to navigate and thrive in the digital marketplace.

    Moving to Outcomes Review

    Moving to Outcomes (2020) discusses how to drive overall business improvement through outcome-oriented thinking. Here's why this book is a valuable read:

    • Offers practical frameworks for implementing an outcomes-based approach, ensuring tangible results and effective decision-making.
    • Provides insightful case studies that highlight successful outcomes strategies in action, offering hands-on lessons for application.
    • Engages readers with its dynamic perspective on shifting from output-focused to outcome-driven mindsets, ensuring a thought-provoking and actionable read.

    Who should read Moving to Outcomes?

    • Forward-thinking marketers seeking innovative strategies
    • Business leaders aiming for growth through diversification
    • Investors interested in marketing trends and future potentials

    About the Author

    Robert Glazer is the founder of the Board of Acceleration Partners, a global partner marketing agency. Under Glazer's guidance, the company has been recognized with Glassdoor's Employees’ Choice Awards and Ad Age’s Best Place to Work. Glazer is also the bestselling author of six books, including Elevate and How To Thrive In The Virtual Workplace. His podcast, also called Elevate, has been downloaded over 1,000,000 times.

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    Moving to Outcomes FAQs 

    What is the main message of Moving to Outcomes?

    The main message of Moving to Outcomes is to shift focus from outputs to outcomes for sustainable success.

    How long does it take to read Moving to Outcomes?

    The estimated reading time for Moving to Outcomes is a few hours. The Blinkist summary can be read in under 15 minutes.

    Is Moving to Outcomes a good book? Is it worth reading?

    Moving to Outcomes is worth reading for its actionable strategies and insights on achieving meaningful results efficiently.

    Who is the author of Moving to Outcomes?

    Robert Glazer and Matthew Wool are the authors of Moving to Outcomes.

    What to read after Moving to Outcomes?

    If you're wondering what to read next after Moving to Outcomes, here are some recommendations we suggest:
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