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An Alliance Strategy That Works
An Alliance Strategy That Works
An Alliance Strategy That Works
An Alliance Strategy That Works
An Alliance Strategy That Works
An Alliance Strategy That Works
An Alliance Strategy That Works
An Alliance Strategy That Works
An Alliance Strategy That Works
An Alliance Strategy That Works
An Alliance Strategy That Works
An Alliance Strategy That Works
An Alliance Strategy That Works
An Alliance Strategy That Works
An Alliance Strategy That Works
An Alliance Strategy That Works
An Alliance Strategy That Works
An Alliance Strategy That Works
An Alliance Strategy That Works
An Alliance Strategy That Works
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An Alliance Strategy That Works

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A practical guide for creating successful alliances between technology companies and systems integrators.

A practical guide for creating successful alliances between technology companies and systems integrators.

Published in: Business
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  • 1. An Alliance Strategy That Works Teaming Systems Integrators and Technology Vendors Tom O ’ Dea [email_address] Copyright 2004 Tom O’Dea © All rights restricted
  • 2. Agenda <ul><li>Vision </li></ul><ul><li>Multi Tiered </li></ul><ul><li>Executive Sponsorship </li></ul><ul><li>Principles of Engagement </li></ul><ul><li>Joint Value Proposition </li></ul><ul><li>Quantifying Success </li></ul>Copyright 2004 Tom O’Dea ©All rights restricted
  • 3. Selecting a Partner <ul><li>Partners </li></ul><ul><ul><li>Open new markets </li></ul></ul><ul><ul><li>Accelerate the sales cycle </li></ul></ul><ul><ul><li>Create new efficiencies </li></ul></ul>Copyright 2004 Tom O’Dea ©All rights restricted
  • 4. What Makes a Strong Alliance? <ul><li>Cultural Compatibility </li></ul><ul><li>Shared Vision </li></ul><ul><li>Willingness to Change </li></ul><ul><li>Goals </li></ul><ul><li>Active Management </li></ul>Copyright 2004 Tom O’Dea ©All rights restricted
  • 5. The Vision Thing <ul><li>“ Vision is the art of seeing the invisible. ” </li></ul>Copyright 2004 Tom O’Dea ©All rights restricted Jonathan Swift
  • 6. Copyright 2004 Tom O’Dea ©All rights restricted Three-Tiered Alliance Strategy <ul><li>Executive </li></ul><ul><li>Vision </li></ul><ul><li>Message </li></ul><ul><li>Competency </li></ul><ul><li>Industry / Region </li></ul><ul><li>Go to Market Plan </li></ul><ul><li>Account / Client </li></ul><ul><li>Joint Sales Plan Development </li></ul>
  • 7. Executive (Tier I) <ul><li>Vision </li></ul><ul><li>Strategy </li></ul><ul><li>Product </li></ul>Copyright 2004 Tom O’Dea ©All rights restricted
  • 8. Divisional (Tier II) <ul><li>Linkage of verticals and regions </li></ul><ul><li>GTM Plan </li></ul><ul><li>The Broad Vision is tailored to local market conditions </li></ul>Copyright 2004 Tom O’Dea ©All rights restricted
  • 9. Account/Client (Tier III) <ul><li>Create joint account plans </li></ul><ul><li>Joint Value Proposition </li></ul><ul><li>Specific Measurable Goals </li></ul>Copyright 2004 Tom O’Dea ©All rights restricted
  • 10. Copyright 2004 Tom O’Dea ©All rights restricted Three-Tiered Alliance Strategy <ul><li>Executive </li></ul><ul><li>Vision </li></ul><ul><li>Message </li></ul><ul><li>Competency </li></ul><ul><li>Industry / Region </li></ul><ul><li>Go to Market Plan </li></ul><ul><li>Account / Client </li></ul><ul><li>Joint Sales Plan Development </li></ul>
  • 11. Copyright 2004 Tom O’Dea ©All rights restricted Three-Tiered Alliance Strategy Your Firm Your Partner <ul><li>Executive </li></ul><ul><li>Vision </li></ul><ul><li>Message </li></ul><ul><li>Competency </li></ul><ul><li>Industry / Region </li></ul><ul><li>Go to Market Plan </li></ul><ul><li>Account / Client </li></ul><ul><li>Joint Sales Plan Development </li></ul><ul><li>Executive </li></ul><ul><li>Vision </li></ul><ul><li>Message </li></ul><ul><li>Competency </li></ul><ul><li>Industry / Region </li></ul><ul><li>Go to Market Plan </li></ul><ul><li>Account / Client </li></ul><ul><li>Joint Sales Plan Development </li></ul>
  • 12. Executive (Tier I) Deliverables <ul><li>Deliverables </li></ul><ul><ul><li>Define Product </li></ul></ul><ul><ul><li>Principles of Engagement </li></ul></ul><ul><ul><li>Escalation Plan </li></ul></ul><ul><ul><li>Executive Sponsorship </li></ul></ul><ul><ul><li>Periodic Review </li></ul></ul>Copyright 2004 Tom O’Dea ©All rights restricted
  • 13. Principles of Engagement <ul><li>We engage early in the sales cycle </li></ul><ul><li>We have open and honest communication </li></ul><ul><li>We are preferred partners in the selected accounts and market segments, meaning: </li></ul><ul><ul><li>We commit to win together or lose together </li></ul></ul><ul><ul><li>We have a non-compete agreement </li></ul></ul><ul><li>We have a partnership agreement in place and execute accordingly </li></ul><ul><li>There is executive sponsorship and an escalation process </li></ul><ul><li>We invest in each other's organizations in line with our ambition level </li></ul>Copyright 2004 Tom O’Dea ©All rights restricted
  • 14. An Escalation Process Copyright 2004 Tom O’Dea ©All rights restricted Overall Executive Sponsors Initiative Drivers Sales Mgmnt/ Alliance Execs Account Mgr./ Client Svc Partner 48 Hours 48 Hours 48 Hours HQ Alliance Function
  • 15. Divisional (Tier II) Deliverables <ul><li>Go To Market Plan </li></ul><ul><ul><li>Target vertical(s)/geographies (Initiatives) </li></ul></ul><ul><ul><li>Joint Value Proposition </li></ul></ul><ul><ul><li>Sponsorship </li></ul></ul>Copyright 2004 Tom O’Dea ©All rights restricted
  • 16. Account (Tier III) Deliverables <ul><li>Deliverables </li></ul><ul><ul><li>Joint Account Plan </li></ul></ul><ul><ul><li>Joint Value Proposition (client specific) </li></ul></ul><ul><ul><li>Specific Measurable Goals </li></ul></ul>Copyright 2004 Tom O’Dea ©All rights restricted
  • 17. Structuring the Joint Value Proposition Copyright 2004 Tom O’Dea ©All rights restricted <ul><li>1. Client/Buyer </li></ul><ul><ul><li>bigger solution </li></ul></ul><ul><ul><li>Faster ROI </li></ul></ul><ul><li>2. SI Consultant </li></ul><ul><ul><li>Net new bookings </li></ul></ul><ul><ul><li>Impartiality </li></ul></ul><ul><li>3. IT Sales Team </li></ul><ul><ul><li>Accelerated sales cycle </li></ul></ul><ul><ul><li>Better hit rate </li></ul></ul><ul><ul><li>Control </li></ul></ul>Joint Value Proposition
  • 18. Measuring Success <ul><ul><li>Sales/business development heads </li></ul></ul><ul><ul><li>Sales support heads </li></ul></ul><ul><ul><li>Overall & dedicated implementation experts </li></ul></ul><ul><ul><li>Bookings & Revenue </li></ul></ul><ul><ul><li>Pipeline </li></ul></ul><ul><ul><li>Reference accounts </li></ul></ul>Copyright 2004 Tom O’Dea ©All rights restricted
  • 19. What Works <ul><li>3 Tiered Strategy </li></ul><ul><li>Principles rather than Personalities </li></ul><ul><li>Executive Sponsorship </li></ul><ul><li>Joint Value Proposition </li></ul><ul><li>Active Alliance Management </li></ul><ul><li>Quantifiable Targets </li></ul><ul><li>Regular Review </li></ul>Copyright 2004 Tom O’Dea ©All rights restricted
  • 20. Questions? <ul><li>Tom O ’ Dea [email_address] </li></ul>Copyright 2004 Tom O’Dea ©All rights restricted

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