Rethinking your Partnerships for 2022

Creating Value from Partnerships

When you ask most loyalty marketers about value from partnerships, the usual response is a chorus of how to sell more points/miles to create profitable revenue streams. Is the industry thinking too narrowly about the potential value that can be created from partnerships ?

In this session we took a broader look beyond the transactional value from the sale of points/miles to identify the different and diverse ways that value can be created, and business objectives achieved, from various B to B partnership models. The Mallett Group, a 25-year-old loyalty marketing and partnership development consultancy, brought its experience and insights to the subject via its three Managing Partners – Marc Berman, Lars Holmquist, and Steve Sickel.