Episode 36 - Partnership marketing and sales secrets and real-world lessons learned from Samantha Gadenne on the Industrial Growth Insitute Podcast Summary Samantha Gadenne, Director of Portfolio Development at EIT Food, joins the podcast to talk about her experience implementing partnerships in the agri-food industry. Samantha shares her insights and experiences in building successful partnerships and highlights the importance of: being open, curious, and asking questions set clear expectations, determine the mutual benefits for both parties, and establish a partnership framework cultural differences in partnership approaches between Europe and the US She explains that partnerships are a long-term investment that can expand resources and open doors to new markets and technologies. It is important to be intentional and proactive in building partnerships, rather than relying on passive collaboration. Success in partnerships requires clear communication, regular meetings, and problem-solving. It is crucial to set expectations and address issues such as intellectual property and exclusivity early on. Companies should allocate sufficient time and resources to partnerships, understanding that it may take time to see concrete results. She recommends starting with someone within the sales or marketing team who has a propensity for partnerships. Cultivating each other's audiences can be achieved through cross-posting, articles, newsletters, and trade shows. It is important to think outside the box and be open to partnerships with companies in different industries. Takeaways Partnerships in industry require being open, curious, and asking questions. Setting clear expectations and determining mutual benefits are crucial for successful partnerships. Pilot projects can help flesh out expectations and demonstrate the value of partnerships. Partnerships are a long-term investment that can expand resources and open doors to new markets and technologies. Success in partnerships requires clear communication, regular meetings, and problem-solving. It is important to set expectations and address issues such as intellectual property and exclusivity early on. The success of partnerships can be measured through various metrics, such as the number of clients, engagements, or revenue generated. Companies should allocate sufficient time and resources to partnerships, understanding that it may take time to see concrete results. Cultivating each other's audiences can be achieved through cross-posting, articles, newsletters, and trade shows. Getting started with partnerships involves thinking outside the box, exploring opportunities with current customers, and having someone in the company who is passionate about partnerships. Takeaway Quotes from Samantha Gadenne "Partnerships today are going more in-depth and broader across organizations." "Money talks. Show how the partnership can open up new markets and access new technologies." Check out Samantha's website LinkedIn: Samantha Gadenne and Ed Marsh Twitter: Ed Marsh Instagram: Ed Marsh YouTube:  @EdMarsh Show Transcript  Chapters 00:00 Introduction and Background 03:01 The Journey of Implementing Partnerships 09:43 Insights into Middle Market Industrial Manufacturing 11:13 Understanding the Food Supply Chain and Agriculture 14:14 The Evolution of Partnerships and Preconceptions 16:08 Moving Beyond Indirect Sales Channels 20:27 Sharing Information and Creating Business Value 23:00 Finding the Right Partners and Ideal Partner Profile 25:41 Cultural Differences in Partnership Approaches 30:12 Key Elements of Effective Partnerships 32:02 Fleshing Out Expectations and Gaining Management Buy-In 34:04 Successes and Failures in Partnership Execution 35:39 Knowing When to Pull the Plug on a Partnership 37:32 Building Visibility and Showcasing Technology 39:14 Active Engagement and Communication in Partnerships 41:19 Addressing Intellectual Property and Exclusivity 45:15 Measuring Partnership S