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Moving to Outcomes
by Robert Glazer & Matt Wool
Published: 2023
Recommended by Books of the Channel
Categories: partnerships, marketing
Why should you read it?
Within the growing team of channel and ecosystems professionals there is generally an agreement on the lack of good readings about the partnerships topic, especially in our current age. "Moving to Outcomes" is a book published in 2022 after the COVID-19 hit. It is current and the most important, provides a unique and transformational view about the "partnerships" world. As a professional in this space, this is a must read! Once you finish it, you will look to your channel-related role and to how you explain your job to others in a completely different way.
What is the book about?
The book is about a specific marketing channel we are all familiar with… called… "partnerships". The authors start discussing the impact of legacy affiliate marketing models and how they evolved into the complex and growing world of partnership marketing we have today. They are able to articulate a much broader view on this topic and explain why spending dollars in the triopoly (Google, Amazon and Facebook) is no longer the most effective way to do marketing… why paying for inputs like impressions, views or clicks while you can pay for outcomes!
Best takeaway
"Marketers today have a choice. They can keep doubling down on advertising with the digital Goliaths of today or begin to diversify and invest in other marketing channels, with an eye toward the future… One that offers a superior and predictable ROI, a way to create a defensive competitive advantage, and effective diversification in the marketing portfolio… A prioritization of marketing channels and partnerships that allow companies to pay for outcomes, not inputs."
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