Markigy: The Science of Marketing Strategy · 2026-04-16 · 28 min
Partnerships Are a Growth Channel - Stop Over-Structuring Them In this episode, Leanne sits down with Shauna Campbell to break down modern partnership strategy, how partnerships actually drive growth, and why most companies overcomplicate them from the start. From integration partnerships to co-marketing and creator collaborations, they unpack how rigid programs, excessive tiers, and slow onboarding processes create friction - and prevent partnerships from reaching their full potential. If you’re building or scaling partnerships and want to move faster, test smarter, and unlock new distribution channels, this episode is for you. What You’ll Learn: Why over-structuring partnerships slows down growth How to start partnerships quickly (without formal programs) Why the best partnerships begin as simple collaborations How to test partnerships before scaling them Where partnerships fit across the marketing funnel The difference between partnerships, affiliates, and integrations Why speed and flexibility matter more than perfect structure How partnerships are evolving as SEO declines and paid media costs rise
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