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PODCAST

Friends with Benefits

Sam and Jason Yarborough

Welcome to Friends with Benefits, the business podcast about revenue-generating partnerships.Not "business time" with friends.This podcast is for those looking to build professional relationships that last and add tremendous value to your company and maybe even, you personally.Join hosts Jason and Sam Yarborough, who happen to be married, as they talk with some of the best in the industry.We will be tackling topics like what good partnerships looks like, how relationships can build immense value for

business marketing

All Episodes

57:56

A Masterclass in Go-To-Network with Stephan Oomenn

Friends with Benefits ·

2025/02/27

Join us this July for the Arcadia Leadership Experience. Early Bird pricing through 2/28. Arcadialeadershipexperience.com Welcome back to Friends with Benefits! In this episode, we’re diving deep into the world of GTM (Go-to-Market) strategy, partnerships, and networking with our special guest, Stephen Oommen. Stephen is a powerhouse in the GTM and go-to-network space, bringing a wealth of experience in sales, partnerships, and leadership. We chat about: •The real etiquette of relationship-bu...

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27:06

The Secret to Bigger, Better, Faster Revenue with Jason

Friends with Benefits ·

2025/02/20

How do you break into new markets, shorten sales cycles, and build trust with buyers before your first conversation? Partnerships. In this special episode, we're replaying Jason’s B2BMX talk, "The Partner Effect", where he breaks down how partnerships can drive warmer leads, faster sales cycles, bigger deals, and deeper customer trust. Jason shares: ✅ Why the best companies go through partners—not solo ✅ The staggering revenue impact of integrating partners into GTM motions ✅ Tactical steps ...

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39:07

The Art of Showing Up: Jason and Sam's Blueprint for...

Friends with Benefits ·

2025/01/30

Success in business, partnerships, and life starts with one thing: showing up. But what does that really mean? In this episode, Jason and Sam unpack the power of intentionality, how to build relationships that actually matter, and why success isn’t about chasing goals, it’s about who you become in the process.From the small daily habits that create momentum to the mindset shifts that turn connections into real opportunities, this episode is your guide to bringing your whole self to everything...

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59:33

Why ‘Different’ Beats ‘Better’ in Partnerships....

Friends with Benefits ·

2025/01/16

What if the key to revolutionizing your partnerships lies in thinking like a category designer?On this episode of Friends with Benefits, we’re joined by Pablo Gonzalez, a self-proclaimed expert and passionate evangelist for category design, to uncover how this powerful framework can transform the way partner leaders approach their programs.🎙️ What to listen for:•Why creating a unique narrative is more impactful than simply competing on “better.”•How to identify and solve unaddressed problems

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48:36

From Chaos to Clarity: How Franz-Josef Schrepf Builds...

Friends with Benefits ·

2025/01/09

Franz-Josef Schrepf, host of the Partnerships Podcast and author of The Book on Partnerships, takes us on a journey through the art (and science) of building partnership programs from scratch.From navigating the challenges of being the first partnerships hire to translating partnership value for the C-suite, Franz delivers hard-earned insights with clarity and humor. We explore why product-market fit is a must-have before launching a partner strategy, how to align partnerships with company go...

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50:31

How Partner Operations Drives the Partner Experience...

Friends with Benefits ·

2024/12/19

In this episode of Friends with Benefits, Jason and Sam sit down with Antonio Caridad, a true legend in the world of partner operations. Antonio shares how partner operations serve as the backbone of successful partnerships, driving both partner and customer experiences. From his innovative five-pillar framework to the role of partner ops in influencing customer journeys, Antonio offers practical advice and real-world insights. Discover why a strong partner experience isn’t just a luxury, it’...

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55:45

Brian Jambor on Balancing the Art and Science of...

Friends with Benefits ·

2024/11/14

On today's episode, we dive deep with Brian Jambor, a true architect of partnerships and human connection. In this episode of Friends with Benefits, Brian unpacks the nuances of scaling partnerships, shares lessons from his career, which range from making headlines in the Wall Street Journal to launching innovative AI collaborations, and gives his take on the future of partnerships in the age of AI. Discover why trust, ethics, and connection are at the heart of his success, and hear how he’s ...

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49:37

Jen Igartua on the Power of RevOps and Partnership...

Friends with Benefits ·

2024/11/07

In this episode of Friends with Benefits, Jason and Sam sit down with Jen Igartua, CEO of GoNimbly, to talk all things RevOps. Jen walks us through her journey in the world of revenue operations, unpacking how RevOps has become essential for scaling B2B SaaS companies. We dig into the value of operationalizing partnerships and hear how GoNimbly has made this a core part of their strategy, especially through their powerhouse partnership with Gong. Jen also dives into the trickier side of RevOp...

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52:24

Aaron Leeder on Sponsorship Reimagined: Crafting...

Friends with Benefits ·

2024/10/31

In this episode of Friends with Benefits, hosts Jason and Sam are joined by Aaron Leeder, VP of Partnerships at Pavilion, to explore the innovative role of partners as sponsors within the B2B landscape. Aaron shares insights from his experience at Pavilion, where sponsorships have evolved to provide authentic value to the community while supporting the organization's growth. Discover how Pavilion balances sponsors' needs with its members' expectations, creating meaningful connections that tra...

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48:16

Salesforce MVP Hall of Famer Andrea Tarrell on...

Friends with Benefits ·

2024/10/24

In this episode of Friends with Benefits, hosts Jason and Sam welcome Andrea, a prominent figure in the Salesforce ecosystem (Salesforce MVP Hall of Famer 🤯) and CEO of Sercante. The conversation delves into Andrea's journey from a Salesforce user to a successful entrepreneur, highlighting the founding and growth of Sercante, a company focused on creating seamless digital experiences using the Salesforce platform. Andrea shares insights into the challenges of naming a company, the import...

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53:48

Pete Vomocil on the Power of Helping Others

Friends with Benefits ·

2024/10/17

In this conversation, Pete discusses the concept of 'Open to Help,' emphasizing the importance of building authentic relationships and trust in networking. He shares personal experiences that shaped his willingness to help others, the significance of creating a space of trust, and the long-term benefits of genuine connections. The discussion also touches on the balance between personal and professional relationships, the role of curiosity in asking meaningful questions, and the idea that we a...

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63:27

Tyler Calder on the Art of Partner Leadership and...

Friends with Benefits ·

2024/10/10

Tyler Calder is the CMO of PartnerStack and a friend everyone should know. On this week's show, we explored the evolving role of partnerships, the importance of speaking the business's language, and the parallels between marketing's past and partnerships' present. Here are the key takeaways from our conversation:- Partnerships and Business Language: Tyler emphasized the importance of partner leaders speaking the language of business. He discussed how partnerships today are similar to whe...

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52:49

Bob Moore on Alignment, Data Sharing, and the Future...

Friends with Benefits ·

2024/10/03

Can the future of B2B partnerships be built on a foundation of trust and data sharing? Join us as we kick off season two of the Friends with Benefits podcast with Bob Moore, co-founder of Crossbeam, who shares invaluable insights from his journey in redefining the partner tech landscape. Listen to Bob's compelling story of Crossbeam's inception, navigating the GDPR challenges of 2018, and tackling the daunting "cold start problem" to build a thriving platform connecting over 30,000 companies ...

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29:17

Be Arcadia - LIVE from ALX

Friends with Benefits ·

2024/08/06

Join hosts Jason and Sam for the first-ever LIVE recording of the Friends with Benefits podcast, from the inaugural Arcadia Leadership Experience (ALX). The Arcadia Leadership Experience combined experiences like glamping, fly fishing, and yoga with deep discussions on partnerships and personal growth. In this episode, they share insights from their closing keynote, exploring what it means to embody the values of Arcadia—harmony, intentionality, and greatness. Listen in as they discuss the im...

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56:46

45 - Cory Snyder on Men's Mental Health and the...

Friends with Benefits ·

2024/06/20

In the season 1 finale, we delve into the critical topic of men's mental health in honor of Men's Mental Health Awareness Month. Joined by our friend and advocate Cory Snyder, we explore the societal pressures men face and the stigma surrounding emotional vulnerability. Cory shares his personal journey of dealing with extreme stress and physical symptoms, emphasizing the importance of self-awareness and seeking help. He discusses the challenges of balancing work, family, and personal well-bei...

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51:27

44 - Alex Buckles on Simplifying the Co-Sell Process

Friends with Benefits ·

2024/05/23

Alex Buckles joins us this week to take a deep dive into the complexities of co-selling in the tech and partnership space. Alex shares his six-year journey of solving the co-sell motion, emphasizing the importance of making it a predictable and repeatable process. Alex introduces the concept of a managed service to support sales reps, highlighting the role of co-sell alignment specialists. Our conversation also touches on the challenges of change management and the need for partner leaders to...

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75:46

43 - Dorothy Copeland and Michelle Eatherton on...

Friends with Benefits ·

2024/05/16

This week we're chatting with a couple of legends, Michelle Eatherton and Dorothy Copeland, on their experiences and insights on building successful ecosystems in the tech space including AWS, IBM, Hubspot, and Stripe. Dorothy talks about her journey at AWS and Stripe, highlighting the importance of choosing the right partnerships and building the right culture while scaling. Michelle discusses her role in developing the AWS partner network and her current venture at Liminal, emphasizing a pa...

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50:23

42 - Navigating the Complexities of Partner Programs...

Friends with Benefits ·

2024/05/02

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52:59

41 - Katie Lambert on How to Create Partner...

Friends with Benefits ·

2024/04/25

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51:33

40 - Sam Jacobs on Differentiated Kindness in Business

Friends with Benefits ·

2024/04/18

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