Linked In Does It Improve Alliance Performance

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Recent resaerch from Alliance Best Practice suggests that LinkedIn can have a major impact on alliance manager effectiveness.

Recent resaerch from Alliance Best Practice suggests that LinkedIn can have a major impact on alliance manager effectiveness.

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  • 1. Social Networking Technologies: Do They Improve Alliance Performance? Mike Nevin Alliance Best Practice
  • 2. Contents This executive briefing document covers the folowing areas: 1 Background 2 How the research was conducted 3 Companies participating 4 Key Findings 5 Observations on the Findings 6 Implications of the Results 7 Alliance Areas Affected 8 Further Detailed Analysis – Full Report Page  2
  • 3. Background ABP surveyed over 400 alliance managers across seven technologies Number of Practicing Professionals Researched  Alliance Best Practice (ABP) surveyed 400 alliance & channel managers from over 80 companies to determine the effect of new social media technologies on alliance managers. The Core Question : How has social networking technolgies affected you?  The core question we asked was ‘Have these technologies contributed directly to incremental revenue generation in your partnerships and if so how?’ Social Networking Technologies Assessed  The technologies assessed were: Jigsaw; LinkedIn; Twitter; Plaxo; Facebook; Spoke; and Hoovers or OneSource. Page  3
  • 4. How the research was conducted The research used the proven ABP scoring technique  The research comprised an online Score out of 100 questionnaire asking whether these 100 technologies had any beneficial 90 impact. 80  Beneficial impact was graded as a 70 score out of 100 with 0 = None and 60 100 = Critical 50 40  If the respondent answered ‘yes’ to 30 a degree more than 50% or 50/100 20 then they were further interviewed 10 one to one for an hour by telephone 0 to determine ‘What help specifically did the technology provide? And ‘How did you utilise it to maximum effect?’’ Page  4
  • 5. Companies participating Alliance and channel managers from the following companies participated  IBM, Dell, Intel, Cisco, Juniper, Kingston Technology, AMD, Lenovo, Hardware Sun, APC, HP, Xerox, Kofax, NEC, Sony, Westcon, and Motorola  Apple Inc, Micro Focus, uLogistics, Microsoft, Oracle, Sage (UK), SSA, IBS, Genesys, Avaya, Chordiant, SAP (EMEA), Siebel, i2 Technologies, Software Frontline, Lawson, Kana, McAfee, SAP (UK) SAS Institute, CA  BT Global Services, Accenture, Atos Origin, Bearing Point, Capgemini, Deloitte, IBM GBS, Logica CMG, BCX, Csiper, Siemens Business Services Services, IDS Sheer, Ciber-Novesoft, IBS, BDO Unicon, Tieto, TCS, Wipro, Satyam, Everis, Aenis, Delaware  Vodafone, BT, Bell Canada, Nortel, Telus, Telmex, Sprint, Verizon, Telecoms Telefonica, O2, Motorola, AT&T, Singtel, and Nokia-Siemens Networks Page  5
  • 6. Key Findings LinkedIn was clearly the most practical technology researched Specifics from the survey: 100%  43% of respondents do not use Jigsaw nor has 90% it ever helped them to win a sales opportunity; 80%  65% of respondents say that LinkedIn has helped them win sometimes or often; 70%  35% of respondents say they don’t use Twitter. 60% Always Of those that do, 27% say it has not helped 50% Often them win; 40% Sometimes  16% of respondents say that Facebook has had Rarely 30% negligible impact Never 20%  90% of respondents do not use Hoovers or OneSource or they have never helped them to 10% secure an alliance sales opportunity. 0%  49% of respondents say they have had limited success with Spoke Page  6
  • 7. Observation on the Findings LinkedIn is becoming ubiquitous (i.e. “I googled him – I LinkedIn her”  LinkedIn is clearly the favourite. Hoover’s and OneSource) came in second.  Twitter is a polarising technology. Some people love it and some people hate it. We could find no hard evidence that it critically affected results.  Many respondents reported that their internal firewalls blocked automatic messages generated from (for example) LinkedIn.  Facebook was deemed inappropriate by our respondents for a B2B environment although many said they used it in their home lives.  ABP believes that a growing band of younger alliance managers are beginning to integrate LinkedIn into their day to day activities e.g.  “I looked him up on LinkedIn before I went to the meeting.”  “I got a good handle on his experience through LinkedIn” Page  7
  • 8. Implications of the Results Alliance managers are hard pressed to co-ordinate & manage virtual teams.  The community that we  The number of technologies  Between November 10 2009, interviewed typically needed is bewildering. and January 22, 2010 we to co-ordinate activities both  Sometimes the technologies asked 400 alliance and internal and external to their simply waste valuable time channel managers for their organisations. rather than develop the experience with the “new  All agreed that this gives relationships social media.” them a particular need to use  Many do not have the time to  We looked at six technologies social networking skills / tools. invest in learning a new from ones getting the most technology attention to older, proven tools. Page  8
  • 9. Alliance and Channel Areas Affected Where technologies were used their impact was seen as extensive Alliance Areas Affected Channel Areas Affected  Identifying Key Stakeholders in Partner  Documenting and Disseminating Shared Organisations Objectives  Identifying and tracking the alliance /  Defining Relationship Scope partnership process  Articulating and documenting B2B strategic  Creating Joint Teams alignment  Developing and delivering internal and external  Identifying other relationships with same partner communication plans  Determining a common relationship vision  Creating Senior Executive Support  Building Trust  Developing Business Value Propositions  Identifying and articulating a decision making  Conducting quality reviews / exec reviews process  Enhancing B2B operational alignment  Researching Possible Partner Organisations  Enhancing and clarifying internal alignment (Due Diligence) To see a detailed discussion of these areas please see the full report. Page  9
  • 10. The full copy of this report is available for a fee at: Alliance Best Practice has a growing library of relevant, authoritative and unique research-based content focused on alliance: performance, benchmarking and optimisation. As a direct result of our analysis of this research Alliance Best Practice is currently developing a LinkedIn training / coaching workshop for alliance managers. If you would like further details please feel free to contact us at: