CSP S3 E10 - Michael Bernstein - Mastering Win-Win-Win Partnerships

In this compelling episode, Michael Bernstein, Senior Partner and Business Development Lead at Atlanta Journal Constitution, shares his expertise on creating successful strategic partnerships. He introduces the innovative concept of "win-win-win" scenarios, emphasizing how partnerships must benefit all three key stakeholders: the organization, partners, and end consumers. Through practical examples from AJC's digital subscription programs, Bernstein demonstrates how to structure partnerships that drive meaningful value across the entire ecosystem.

Detailed Analysis

Bernstein's approach to partnership development reveals sophisticated strategies for modern business relationships. His emphasis on thorough research and active listening sets the foundation for successful partnerships, demonstrating how preliminary understanding of partner priorities can shape more effective collaboration.

The discussion showcases practical applications through AJC's innovative membership programs, where digital subscriptions are leveraged as value-adds for partner organizations. This strategy exemplifies how traditional media organizations can adapt to create mutually beneficial relationships in the digital age.

Key insights include:

• The importance of preliminary research using both AI and existing relationship networks
• How to structure tiered value propositions that incentivize increased engagement
• Techniques for frictionless customer onboarding in partnership programs
• Methods for balancing multiple stakeholder interests in partnership agreements
• The critical role of clear communication and documentation in partnership success

The conversation provides valuable lessons for business development professionals looking to create sustainable partnership programs that drive value across all stakeholders. Bernstein's emphasis on customization and clear objective setting offers a practical framework for partnership development in today's complex business environment.

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Transcript

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Roam Trebon 0:10

Hi everyone, and welcome to the Customer Success Playbook podcast, where we bring you actionable insights and strategies to drive customer success. It's week four of our new season, and we're excited to be here with you Once again, I'm your host, Roman Trevon, joined as always by my co-host Kevin Metzker. Kevin, how you doing today? Roman, I'm doing great. How about yourself? I'm doing great. Won't you tell the audience who we have on the show today?

Kevin Metzger 0:33

Yeah, I'm super excited about our guest today. We have Michael Bernstein. He's a senior partner in business development lead at Atlanta journal constitution. Michael's role is all about building relationships and expanding business opportunities and making sure those partnerships drive value for both the AJC and its partners, which is at the core of customer success. Michael, welcome to the show.

Michael Bernstein 0:55

Thanks, gentlemen. Good to be here. Glad to be, uh, one of the first of 2025 on the podcast.

Roam Trebon 1:01

I'm sure things are busy at the AGC. There's a little bit of news going around nowadays, right? Everybody's, uh, heads down a little bit.

Michael Bernstein 1:09

Actually a lot. Georgia's the epicenter of all things, uh, of all things, politics and community and stuff these days.

Roam Trebon 1:16

All right, Mike, let's jump right into it. So with your experience in business and development, what's your number one tip for our audience to ensure that strategic partnerships truly benefit both the end customer and the partners involved, making sure everyone has overall success.

Michael Bernstein 1:33

There's such a thing as a win win scenario. But I think the, to add another wind to that is critical. What I mean by that is when, when, when is for both the, the AJC, the partner and the consumer. So in order for it to be a success, all three of those parties, uh, need to have and see value in the relationship. Whether through revenue, through market access or from, through innovation. And I think that's the most critical part of success in the partnership arena.

Kevin Metzger 2:06

When you go into a partnership and when you're kind of starting to try and figure out the win, win, win, how did those conversations develop so that you really. Kind of are able to drive into making sure that everybody's coming away from the agreement with a whip, with a win, coming away with a win and really being able to drive value across the board.

Michael Bernstein 2:30

So I think first thing is to do your research on the partner and identify kind of whatever's available, whether it be AI or whether it be through relationships that you may have already through the company is understanding kind of where their priorities are. And I think once you get. That background. Then when you engage the partner, do some active listening, and I think that's really important to frame up the initial conversations and brainstorming by what do you want to accomplish? What are your top objectives and priorities for this program or potential program that we may put together? For instance, I was talking with with a partner today, and they want to drive memberships and also add value to have. Donors contribute dollars and incentive for them to contribute dollars. So we put together this incentive for A. J. C. Digital subscriptions so that they can offer those digital subscriptions to drive memberships and to incentivize donations. So it's all making the pieces of the puzzle fit there and trying to basically adhere to those objectives as best you can.

Kevin Metzger 3:43

So basically you're adding an add on value to the, so when somebody gives a donation, they're also getting membership to the digital, uh, to AJC digital so that they can consume news. So it's like a value add on top of, Hey, I'm not only am I giving this donation, but I'm, I'm getting,

Michael Bernstein 4:00

uh, Exactly. Exactly. Either it could be, if you step up to our grand winner circle, right? You can get. A year of programming, uh, versus six months if you just contribute a lower amount. So there's step up features and value that can be kind of tiered to accomplish the goal that you want to achieve. And then memberships. It could just be become a member and receive. Some sort of service value, and maybe that includes in getting creative. Maybe that includes, uh, maybe additional access to podcasts or step up, uh, where, you know, we do these A. J. C. subscriber events and we give them priority access. So there's there's a big toolbox that we can use to customize the program beyond that. But ultimately, we want to make sure that a they're achieving their goals and be the customer is getting a great service. Value and experience when they do, because you want also want to make sure that the onboarding process is frictionless when you, when you do that as well for the customer, it

Roam Trebon 5:05

sounds like Mike, you're balancing a lot of value across the stream, right? As an end customer, I'm getting value out of it, right? So there's something that's in it for me. The AJZ has to find value in that program and campaign. And then the partner as well, right? There needs to be value for that. So as you go into these, how do you, how do you balance to make sure everyone's getting the, the value that was promised during the business development cycle?

Michael Bernstein 5:26

Well, when we go into the, uh, to the agreement stage is really a negotiation stage is really just ensuring that you check all those boxes, right? So that AJC steps up and contributes the partner contributes and it's clearly understood what the value prop is for the customer and putting that to paper, whether it be in the form of contract or a statement of work. And that's really clearly identifying and communicating the objectives of all 3 clearly.

Roam Trebon 5:53

All right, Michael. Well, thank you for providing your one big tip to ensure that strategic partners bring real value both to the end customer and to the partners involved on Wednesday. You're coming back with our one big question segment where we're going to dive deeper into how partnership strategies fit into a broader customer success framework. Make sure to our audience, make sure you subscribe so you don't miss it until then. Keep on playing.