Tom discusses his process for finding and managing successful joint venture partnerships to promote each other's webinars. He uses a freelancer to identify potential partners, qualify them based on criteria like their email list size, and approach the best fits. Partners receive 3 customized emails to promote Tom's webinar in exchange for him promoting theirs. Tom tracks results from each partner and provides referrals to other high-performing partners. His system aims to make the joint venture process predictable and beneficial for both parties. An interesting point was that Tom interviews prospective partners on his podcast first to build rapport before formally proposing a partnership.

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