The Partnership Economy : How Modern Businesses Find New Customers, Grow Revenue, and Deliver Exceptional Experiences - David A. Yovanno
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The Partnership Economy

How Modern Businesses Find New Customers, Grow Revenue, and Deliver Exceptional Experiences

By: David A. Yovanno

Hardcover | 23 February 2022 | Edition Number 1

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Unlock the enormous potential of strategic partnerships

You think you know partnerships, don’t you? But the nature — and growth potential — of partnerships for business has transformed in recent years. In The Partnership Economy, partnership automation expert and CEO David A. Yovanno delivers an insightful, actionable guide to navigating this newly defined era and growing your company’s revenue far beyond expectations. 

Using real-life examples from well-known brands such as Fabletics, Target, Ticketmaster, Walmart, and more, the book offers practical frameworks on how to unlock the value of modern partnerships. Along with showing how partnerships build brand awareness, customer loyalty, and competitive advantage, Yovanno reveals the tremendous possibilities for growth when partnership agreements work in concert across all partnership types, such as influencers, commerce content publishers, business-to-business integrations, and affiliate rewards.

In this book, you’ll learn: 

  • Why and how the most innovative companies, both large and small, and across industries, invest in their partnership programs and consequently drive up to a third or more revenue for their organization
  • How a variety of partnership types, including influencers, commerce content, traditional affiliate programs, and more, operate and how each can make a difference in your business
  • Why you don’t have to wait — you can begin your partnerships strategy today, either in-house or through agency partners, with a point-by-point startup plan and roadmap for growth
  • What partnership maturity means and how to diversify and grow your partnerships program to fully unleash your organization’s growth potential 

Perfect for founders, executives, managers, and anyone responsible for revenue acquisition in any industry or sector, The Partnership Economy is an indispensable guide for anyone planning to grow their business and its revenue.

About the Author

David A. Yovanno is the CEO of, a company that provides the de facto open operating system for the partnership economy and a place that has become a hub of research and thought leadership in the emerging partnerships channel. Under Dave’s leadership, Impact supports, expands, and optimizes healthy partnerships among brands, agencies, publishers, and creators of all types, sizes, and markets.

Dave has been providing strategic leadership to SaaS companies in the marketing technology sector for more than two decades, serving previously as CEO of Marin Software, a San Francisco-based global leader in paid search SaaS technology; as President, Technology Solutions of Conversant, a diversified marketing services company; and as CEO of Gigya, a customer identity management platform.

He has also served on the board of the Interactive Advertising Bureau and as a lieutenant and CIO in the United States Navy.

Industry Reviews
"The Partnership Economy is full of a-ha moments for anyone who’s been paying attention to trends in affiliate marketing like I have. It crystalizes why and how the affiliate model evolved into a new, distinct channel. The basic concept of referrals is the same, but the potential configurations, the consumer focus, and the lynchpin of trust are groundbreaking.
Especially exciting to me was the book’s discussion of partnerships for social good. It’s a smart blueprint every business leader should consider for combining business growth with positive impact.”
—Neil Patel, Owner, NP Digital, and author of Hustle

“I’ve been in the business of growing companies for most of my career, helping to launch platforms like Slack and Salesforce. The Partnership Economy was an eye-opener. The quiet metamorphosis of affiliate marketing, the dramatic shift in consumer attitudes toward advertising — Dave Yovanno’s book unpacks all the factors that make partnerships an absolutely essential growth engine for brands today.
The business community needs to become fluent in the language of partnerships, and this book provides an outstanding introduction backed up by great case studies and solid data. It belongs on any executive’s bookshelf.”
— Bill Macaitis, former CMO of Slack and Zendesk

“As the digital economy grows globally, partnerships will be the most important frontier. Impact has been a leading light in creating a booming partnership economy. David Yovanno’s wisdom is prescient and timely.” — Sunir Shah, CEO, AppBind and President, Cloud Software Association

"I’ve been immersed in partnerships for much of my career, especially on the B2B side, and finally we have the authoritative book on the subject. Partnerships are now one of the main drivers of business growth, and The Partnership Economy is the essential cookbook. MBA candidates need this book as a go-to-market primer, C-level executives need it for growth strategy, marketers will get tactics and inspiration.”
—Michael McNerney, Publisher, Martech Record

“In the modern marketing age, trust is no longer a one-way street with businesses telling consumers they are trustworthy, and hoping consumers believe them. Consumers now drive this conversation, and they demand to know how a brand's external commitments align with their values. Consumers are looking for brands to show them — not tell them — they are trustworthy. In The Partnership Economy, David A. Yovanno shares the context for how brand-consumer relationships have changed and actionable strategies for how to build authentic partnerships that will help your business thrive.”
— Stefania Pomponi, Founder of Hella Social Impact and author of Influencer Marketing for Dummies

“It’s been said that great product never beats great go-to-market. And who could argue? With more than 15,000 SaaS applications in market, the best products no longer win on their own merit. Instead, the best customer experiences do. We’ve entered a new era, an era of partner ecosystems. And now, great go-to-market never beats great partner ecosystems.
Welcome to The Partnership Economy, ushered in and documented for the first time ever by David Yovanno’s must-read for every partner leader and executive in this new era. I’ve been complaining for years that there is no definitive work on partnerships and no ‘book’ to reference. Thank you, David, for answering the call because The Partnership Economy is the book I’ve been waiting for and that you must read now.”
— Jared Fuller, Host and Producer, PartnerUp: The Partnerships Podcast

“If partnerships are the game changer of today's industry, then this book is a must-read for anyone looking to create successful partnerships that will give them an undisputed competitive edge. The concept of partnerships in advertising is not new, but The Partnership Economy really gets under the hood of what makes a powerful modern partnership and, crucially, how today’s brands can use them to achieve customer acquisition and retention, drive sales, and establish a strong, long-term brand reputation.
With real business examples presented in an accessible, conversational way, The Partnership Economy is a remarkably engaging and captivating read for anyone interested in furthering their knowledge of modern marketing.”
— Julia Smith, Founder and CEO, The Digital Voice