Partnerships On Purpose
Partnerships on Purpose is for coaches, consultants, and experts who are done growing alone and ready to build a people-powered business.
Hosts Marie and Anne Marie pull back the curtain on how to design intentional, values-led partnerships that create real revenue—not just more coffee chats, cold DMs, or one-off JV swaps.
Each week, you’ll learn how to:
- Build a repeatable partnership system that actually fits your business
- Pitch and follow up without feeling pushy or needy
- Turn aligned relationships into visibility, referrals, and sales
- Protect your energy with smart structure and clear boundaries
- Grow your audience without relying on ads or algorithms
You’ll hear a mix of deep-dive solo episodes, real conversations between Marie and Anne Marie, and stories from leaders using partnerships in creative, non-traditional ways.
If you’re a mid to high 6-figure business owner (or just past 7-figures), values-driven, allergic to bro marketing, and craving aligned visibility that actually converts—this is your room.
Partnerships don’t have to be random. Let’s make them intentional, strategic, and sustainable…on purpose.
Partnerships On Purpose
Build It Before You Need It: Your Complete Partnership Asset Stack
Use Left/Right to seek, Home/End to jump to start or end. Hold shift to jump forward or backward.
You don't need more partnerships — you need the right assets in place first. Here's exactly what to build before you launch.
Before you pitch a single partner or swap a single email list, there's a foundation you need to build — and most coaches and consultants skip it entirely. In Episode 13 of Partnerships on Purpose, Marie and Anne-Marie walk you through the complete partnership asset portfolio: the systems, documents, and processes that make referral partnerships scalable, sustainable, and actually profitable.
From setting up your affiliate program to understanding the difference between a partnership page and a JV kit, this episode is packed with the operational details that most podcasts never talk about. Marie and Anne-Marie share exactly how they run their own program — including how they prospect partners using Airtable, how they systematize outreach with templates, and why deal tracking is the difference between a thriving partnership program and a chaotic one.
You'll also hear why you can't skip the business prerequisites (target market, converting offer, promotional calendar) — and what happens when people try. Anne-Marie shares a story about clients who came in ready for partnerships but had no funnel, no target market, and no plan to promote partners. The momentum never built. This episode is your roadmap to make sure that doesn't happen to you.
Whether you're just starting to think about partnerships or you're ready to build out a full JV program, this episode will help you identify exactly where you are and what to put in place next. Subscribe to Partnerships on Purpose and visit powerfulonlinepartnerships.com to learn more.
All right. Welcome back everybody to Partnerships on Purpose. We are going to discuss today, you know, when you do things so many times inside your business, you forget that it's the platform that you've built everything on. And when we have new people coming in, they always ask us, why are we successful? How are we successful? How do we do all the things? Well, it's because years and years and years ago, we created this thing that we considered your partnership assets, right? You have to have an you have to have a program set up. And to do that, there are very specific things that we put in place, not only for our own business, but we guide it in our membership. We have done it before for our clients. And we want to talk about it today because I think that if you know these steps, you know what you have to have in place, then you can move forward and have a super successful partnership program that will last throughout your business, but you have to do the steps in place first. So we're going to talk all about partnership assets and what those are and all the things. First off, Anne Marie, will you please just tell us a little bit about what we assume people have in place before they even start working with us? Because I think this is huge. There's just some check block things that need to happen for these assets to be successful.
SPEAKER_00Yeah, 100%. So obviously, and I'm just I was gonna say, first you have to have a business. No, obviously.
SPEAKER_01I mean, that's kind of a yeah, like you at least have to have some way that, yeah, you have to have something.
SPEAKER_00Yeah, and it's interesting because and I say that because sometimes I'll get on calls with people and they're like, I'm just starting off and I want to do this, and it's great. And I'm like, Well, you're in no position to get started with partnerships right now. So maybe take the next six months, figure it all out. First and foremost, you have to have a business. Second of all, you need to know who your target market is. That is important. Sometimes we'll get on calls with people or we'll talk to people in our community and they'll be like, everybody. And we're like, it can't be everybody.
SPEAKER_01So like I can't work with everybody. Nobody small freaking soapbox here. You don't want to work with everybody. Yeah. Like if you think about your business, you don't want to work with everybody, you shouldn't work with everybody. We believe in niching down. Have your people so you can talk to them. If you come to me and you say, I can work with everybody, I want to work with everybody, then we are not going to be working together.
SPEAKER_00Yeah. Yeah. And ask you're right. And ask the questions, right? So it could be coaches. Okay, great. What kind of coaches? How long have they been in business? You know, like just drill down as much as you can on your target audience. The other thing is you want to have an offer and preferably a converting offer, right? So you need to know what you're selling. And ideally, you're gonna have a funnel in place, right? So when we talk to people, it's like, okay, great, you're you want to do a webinar, fantastic. So your webinar sells into what? Is it your lower end offer if that's what it is, or you know, and then what does that go into, right? So you have that all set up. Now you have to have the systems in place to support that, right? You can't do that manually. Let's just be very clear, right? So I think that's really, really important. The other thing that people don't realize because they'll say, I have an offer, I know who my target market is. Great. Now you're gonna start doing partnerships. So do you have a promotional calendar? Right? Are you going to like, do you have an email list? And if you have an email list, have you promoted to these people before? And how often have you promoted to them? And what do they want to receive? So you got to do, you have to have a promotional calendar in place. And that doesn't mean, you know, you promote me, I promote you. It could be like, hey, my partner's, you know, I'm I'm holding an event and you want to share that event, or hey, I'm presenting in this community. Like you have to have a way to speak to your audience, and most of the time it's gonna be through email communication. So that's gonna be your business.
SPEAKER_01Yes, and okay. Um, you and I've talked about this with our our email or with our email list as well, is you want to go wherever your community is. If you know who your target market is and you have, I'll just go a Facebook group of 20,000 people or a WhatsApp group with a hundred thousand people. We've seen this happen. If you have wherever your community is and you can promote to them, if you have an event, and at that event you typically get three to four thousand people live. Like those are that's the space we're talking about. What kind of visibility offers do you have so that the partners that are there see that as a huge asset? And then also it becomes something that you can say, hey, we need to make sure that we are on equal playing fields, right? If you're brand new to business and you have no community set up and you want somebody who's really, really huge to partner with you, you're gonna have to find some way to be very strategic to get that person's attention because people do want there to be an equal space. So promotion calendar, and we're talking about email. Email's one way. It could be that you have so many visibility on your podcast. All of these things are fine. It's your visibility option. Email is just something that's been around for a really long time and we've done.
SPEAKER_00Yeah, amazing. And it kind of leads into our last point, right? The way you can partner with people, right? So you kind of touched on those. So it could be an event, it could be a podcast, but you have to think about that and you have to be good with okay, this is how I'm gonna do it. You have to have all of these things in place before you get your partnership assets put together. So let's kind of maybe deep dive into that.
SPEAKER_01Yeah, so absolutely. So we have these assumptions, right? You already have your offer, you know how you can partner with people, you know who your target market is, you know what you're asking for, your promotional calendar, what do you need from them, and then you know how you can support them. So we're saying that in you know, half a sentence. The big thing is, is it takes time to put that together. And you need to take the time so that a partnership program is completely successful and everybody sees the benefit out of it. Once all those pieces are together, we like to build a certain asset portfolio, we'll say. Like you need to have some pieces in place so that when you do have a conversation, you can send out those assets quickly because speed is important. People don't want to wait three or four months before you put together something. So we're gonna go down the list of these and kind of explain how we put them together and what we use them for. So you can start from there. So I'm gonna start actually with the affiliate program itself. This is something that you set up in the back end of your promotional system. We use Go High Level, we use their affiliate program, it works great. We have other partners and members, they use maybe Thrivecart as something that's very popular. If you are an OG kind of entrepreneur and you're inside a Keep, which used to be InfusionSoft, great. If you're in Kit and you're doing stuff over there, great. It doesn't matter where your affiliate program is, that's not the point. The point is that you have it set up and that people can get tracking links. We've talked about this in other episodes so many times. We had to gracefully guide one of our members who tried to get us to promote straight to a page to say, no, we would like to have an actual tracking link, and it does so many good things. So your affiliate program set up, take the time, make that happen. It's a goods first step. So what happens with that is then somebody signs up, you can then send them commissions if that's a part of the deal that you're creating, and we'll talk about how we do deal tracking in just a little bit. But but setting that program up, if you can't do it, hire somebody, make it happen. It's affiliate program first. Anything else to add on that?
SPEAKER_00Not on the affiliate, no. Good thing.
SPEAKER_01Okay. Next thing I want to go to is actually a partnership page. I don't think this necessarily has to be next in order, but I do think it's super important. And a partnership page lives on your website. It's just like an about page or your home page, any other page. But what you want to have in there is a little bit about who you are, who your target market is, all the things we talked about, those assumptions, who's a good partner for you. And then you want to have a link on there for people to sign up for your affiliate program. So your affiliate program set up. Now you want to get them to sign up, and then you ask those certain questions in a forum or however you process that. That page shouldn't be super overwhelming. Just know that partners want to get the once over. You're talking bullet points, high-level pieces, because you're gonna get on a call with somebody and you're gonna vet that somebody is a good partner fit for you before you send them that page. So we usually don't suggest that partnership pages are live on websites. We like to use them after a conversation happens and you say, Hey, next steps, I'm gonna send you my partnership page. Please review, let me know if you have any questions, sign up as an affiliate. Let's move there. Anything you would add to the partnership page I didn't mention?
SPEAKER_00I think one of the things that's really important to have on the partnership page is your offer, right? And your commission structure. Outline it because people have commissions. Yeah. I think people, you know, if you're gonna partner with somebody, they're they're looking for that. Yeah, I think a little bit about you, a little bit about the business, what your offer is, what your commission structure is, your affiliate link.
SPEAKER_01The other thing you can put on there, and we've done this with some of our clients, is any kind of testimonials you can get from some of the partners that have done really well. Yeah, people like to know, just like any other sales page, kind of like people like to know that your work, first, that you're great to work with, second, that it does convert for their audience, and then you can kind of add in there, okay. So-and-so partner, they had a primary audience of coaches, and we did a deal where we did a stage swap or something. So you can kind of add a little bit more. Yeah, and that will surface the right types of partners. This is a pre-vetting 100%, right? Like we want people to say, actually, I read your stuff, it's not a good fit for me. Yes, we want those people to self-vet and say, I don't think we should move on. And that's super important.
SPEAKER_00Yeah, and sorry, I'm just getting because I've seen like you can decide what you want to put on this partnership page. There are some people, like sometimes I'll get on a call and they'll say, like, I want to see, like, do you have a recording? Can I listen to your that's another important thing, right? Can I see the swipe copy? I just want to see because some people are very protective of their lists and their people. So before they actually say yes, they want to listen. And most of the time they'll come back and say, I love this person. This person was great. This is, you know, fantastic, right? But it gives them when you say vetting, it kind of that's another way to vet and to make sure that there's alignments. So those are links that you could include. If it's on your website, it's even easier because then it's like, okay, great. You can you can go as hard as you want on this, right? Or you can go as light as you want. Typically, we do it, we call it a one pager. It's usually more than one page, but in the in the partnership world, it's like, hey, we'll send you over the one pager. What's really great about having this is if you're on a call with somebody and they're not sure, this is like your follow-up. It's like, hey, here's, and if you did do a deal on the call, it's still something you include because it's like, hey, here's everything to do with, you know, pop and our side of the deal. So they have everything and then they can take that document and put it into their CRM system because they've now documented, oh, I spoke to Anne-Marie or Marie, and you know, here's their partnership document. So they can always refer back to that and have that information.
SPEAKER_01I love that. So we were talking about a partnership page. We also have a a JV kit. Can you talk about the differences between those? And because you built out our JV kit, it's kind of your brainchild, it's gorgeous. I like it personally.
SPEAKER_00What's the so you're talking about how, like, when we're tracking our partnerships, like what we do in that JV kit for our business?
SPEAKER_01Well, I'm talking about we have a JV kit, like a PDF that we'll send. It has a lot of the same information that's on the page. So, how is it different? How do you use one or the other?
SPEAKER_00Um yeah, usually I don't think you need to have both. I think if you're gonna have a partnership page, you wouldn't get as detailed as you would in your JV kit. And sorry, I'm I I probably misspoke because I think the things that I was suggesting would be more in a JV kit, right? When we're talking about swipe copy, when we're talking about, you know, link to the webinar. That's kind of you're past that. Your partnership page is like, here's what we do, here's our target market, get in touch with this person, book a call, kind of thing. And then your JV kit is a lot more comprehensive, like it's got all the information. Okay, so let's go through the JV kit because yeah.
SPEAKER_01Okay, so JV kit, just so we're clear, we have a partnership page which lives on your website. The kit that we create is a PDF, it's a file that you would send in a follow-up email. Maybe you share it on, which is fine. So the JV kit has some different things. So maybe talk a little bit about what's in the JV kit and and because it sounds like they're very similar, but maybe I'm missing something.
SPEAKER_00They are very similar. I think the partnership page is it's that call to action to actually have somebody say, Oh, you know what, I want to know more about pop. So I'm gonna go on the partnership page and I'm gonna say, okay, great, this is what they do, right? So it's got some information on what they do, who they serve, the types of services they have. And then there would be a call to action to get on a call, right?
SPEAKER_01Or to sign up as an affiliate.
SPEAKER_00Or sign up as an affiliate if people are just interested in being an affiliate. The JV kit has everything to do with the deal, right? So it's it's got everything but in more detail, right? So it has my bio, it has your bio, it has, and I'm using pop as an example, right? It has information on the pop business, it has who our target market is, it has our offers, it has our commission structure, it has our testimonials, it has the link to our affiliate program. Um, it also lists different ways that we do partnerships, right? So some people may say, hey, I'm looking for non-reciprocal, you know, partnerships, right? Other people might say, Hey, I can do an email swap, I could do a podcast swap, I can come into your community, I can be on the stage, you know. So you list all of the different ways that you would be open to doing partnerships.
SPEAKER_01Um, you know, and you think we can share our kit when in the recording at least a link to see it?
SPEAKER_00Yeah, it's not updated because we're kind of okay. It's an example.
SPEAKER_01It's an example of what something we have put together. Yeah. And that helps it because a visual is so helpful. Like, I love a visual. So why don't we do that? We'll put it in the show notes. A link to an example of a JV kit that we've put together. Perfect.
SPEAKER_00Amazing. Yeah, we can definitely so that's what a JV kit is. And then, like I said, people will take that and then either you're setting up a deal or you've already set up a deal and they're taking all that information and updating their CRM systems.
SPEAKER_01Yes, totally. All right, so in our portfolio of assets, we've got a JV page, and then we have a JV kit. We have our affiliate program, all of these things are coming together. The other thing that we have a lot of is documentation for sure, and it's outreach. It's it's around prospecting, it's around who the leads are, it's around who your partners are, it's about who's converted, who's your top 10. All of those things happen inside of some documentation. And I'm gonna talk about it on two sides of a deal. So, first is the prospecting, finding people to go out and have conversations with because you have identified them from the outside that they might be a good partner for your business. So I'm gonna talk on that side and then Anri, I'll hand it to you over about tracking the actual deals that are happening and what looks like there. So the way that we do this in our business and the people that we help support is we create a CRM process and it could be an air table as well. When we first started, we actually did a whole air table process. We just put any leads we saw from anywhere that made the most sense that we wanted to do an outreach, and we said, let's add them all into this, into this tracker. The air table part, I think, is the best way to explain it. I would be on, let's see, a summit. I'd be a speaker on a summit. I'm here for my business. We have seven other speakers that are also on that summit. I now have seven potential partners that I can go do an outreach to, have conversations, see if it's a good fit. If I'm a podcast guest on a podcast that I really love, every other guest that's been on that podcast is now a potential partner for me. So we take those, we have a VA do this, just so you know. We take those, we put them into our tracking system, onto our air table, and we document where do we find them, at what point were they loaded in, who's doing the outreach, and why. And then what we do is we run it through a couple different filters. You can do this through Claude for sure. We've had a VA do it for a long time. They look up the business. Is the business still live? We have some criteria about who we vet and who we don't vet. If we haven't done an episode on this already, we should about vetting. We're giving them way too much stuff. I love this stuff. I love this. I know, but we're sharing way too much. I like it. We should tell people about this stuff, they should know. So you have to go vet people and we track it all on top of Airtable. And the biggest thing with that is you need to have the list there. You need to have a list so that you can go and do your outreach. Like I said, Airtable's it. If you have a CRM, put it in there, make a tag, do an outreach, do a pipeline, whatever makes sense. That's about us getting prospects. That's about us loading those in. The outreach part of it, those are in templates. Create some templates on how you do your outreach. We load them often into GHL. We'll put them inside of uh Gmail templates, but you have to now do our outreach. And we talk about this all the time. You have to do the follow-up, you have to do the check-in, what it looks like. So that's before you actually get on a call. Then somebody says, yes, let's have a conversation. We send them a link, they get on a call. From there, we have to track them through the deal. So you want to talk a little bit about that? I'll give away the whole farm. So you don't search.
SPEAKER_00Yeah, I know. I'm gonna like, okay, what am I gonna say? How am I gonna share this? No, this is good. Everybody has different ways of tracking the deals. It's really important now, whatever you're doing, whether you're doing it through your CRM system, whether you're doing it through a spreadsheet, whether you're doing it through a project management tool, at the end of the day, you need to have a place where your team can easily access the in the details of a deal, right? Because now there's different factors that come into play. So I'm on a call, I book a deal, perfect. I'm like, you promote me, I promote you, or you come on my podcast, I come on your podcast. You are detailing every part of the deal. So dates, promotion dates, event dates, links. If if, for example, Maureen's getting on a podcast with somebody, I'm grabbing that link and putting it in the document so that we don't lose sight of it. So you're documenting all of the information. And what's really important about that is then you're able to follow like who are my partners? In what order? Like, when are they promoting? Right. So you can even do that in a Google calendar if you want. People do, I've seen that before where people are like, hey, I'm just gonna visually reproduce this in a Google calendar. But then people are able to see, okay, great. And then members of your team or yourself, if you're doing it alone, are able to do those follow-ups. So for example, if Marie needs to get on a podcast, well, our VA will go in, click on the link, book Marie on the podcast, and then make sure that it's updated in that tracking form to say, okay, Marie is booked on the podcast on this date, right? Yeah. So you're you're you're basically annotating all of the details of the deal so that your team has visibility on that. If you don't do that, you're not gonna be successful. It's gonna be a shit show. And your team is not gonna be able to make sure that everything gets done, make sure that your partners get the the swipe copy and their affiliate links and everything that they need in time to promote you, and vice versa. Right. So if you spend some time and invest some time in that back-end process and make sure that your team is trained and everybody knows where to go get that information and everybody knows what they have to do with it, then you'll be extremely successful.
SPEAKER_01Yep, I agree. I think when we get people who are overwhelmed about them doing too much inside their partnership program, it's because they haven't documented these steps and they haven't asked for help. I'm a huge delegator, y'all. Like there are people with brilliance out there that want to make sure things are done on time. Find those people, bring them into your world, and then you go be your genius self. My genius self is out here teaching. I love that stuff. I want to give you all the tools. My genius self is not to send out the reminder email 17 times so that somebody gets on a call. So yeah, we use systems, processes, and people.
SPEAKER_00At your people, right? I was on a call with somebody this week, and she said to me, Anne-Marie, I have a podcast person, I have a marketing person, I have a VA. So who should lead the partnership program? And I said, Well, I don't know your team, but I'm gonna say you're gonna choose one of those people, but you're gonna train all three. So if your marketing person becomes your partnership person, they lead the conversation, they annotate the deal, but now you're training your podcast person and your VA. So your podcast person could be the person who books people on your podcast and and and books vice versa. And your VA is the one that's making sure that the swipe copies sent out, the affiliate links are sent out, and you're getting all the material to promote on your side, right? So yeah, I think that's the the people part of it is is really, really important.
SPEAKER_01Yeah. We've gone over so much today. I'm assuming we could probably do a piece for each one of these. The biggest thing I think we'd love for you to understand is take the time to map out what your partnership program looks like. You would do the same thing in your business if you're looking at a marketing plan, you would do the same thing in your business if you're looking at sales, you would do the same thing in your business if you're creating a new program. Any one of those things, this just takes a little bit of conscious decisions and then putting systems in place. The we are talking through this like it's huge steps, but we've been building this for so long that we just know what's going to be successful. Just remember you don't have to have a partnership page and a JV kit. We've did it for a long time where we didn't have a page. We just had the kit, it worked out well for us. We'll post an example of that so you have it. Um and yeah, it's it's about putting all the pieces together. And if you think about the the, and I think about this as in client journey world, if you think about your new partners in their journey with you, this is the partnership journey. You know, how are they feeling about the updates they're getting? Is are things fragmented? Are your team sending conflicting information? Is it are people missing things? You can fix all those different holes if you just look at it as a journey for that partner inside of your program. And if you don't know what to do, please just reach out. Like Avery and I will get on a call and we will talk about it because this is what we do all day, every day. Our members are amazing, they're creating good programs, and yeah. Anything else you want to say?
SPEAKER_00No, I just I just want to highlight the importance of the assumptions that we talked about at the beginning because we've worked with many clients in the past where they're like, I'm ready to do partnerships, it's great. And then we get into their business and we're like, you have an offer, but it's there's no funnel, there's no target market, there's no promotional calendar, there's no thought behind how you're gonna promote partners and your willingness to promote partners. So that is a really important step. I'm gonna say you can't skip that step and go straight to the partnership program without having that figured out. And if you don't, because the the one thing is when the momentum starts with partnerships, you want to keep going, right? You don't want to be in a position where you're like, oh my God, let me think about that or let me get back to you, or I haven't thought about that, right? You've lost the momentum at that point, so you will not be successful in partnerships. So that's so do what we said.
SPEAKER_01Yeah, we're setting you up for success, long term strategic partnerships, increased visibility, all the good words. All right, my friends. Thank you again for listening. We will see you on the next episode. See you next time.
SPEAKER_00We will see ya.