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Tswlv2010 Mc Kay 7 Secrets Final

Technology Services World, October 2010: The Seven Secrets of Effective Alliance teams

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Tswlv2010 Mc Kay 7 Secrets Final

  1. 1. The 7 Secrets of Effective Alliance Teams Susan B. McKay Director, Strategy & Alliance Development EMC Corporation October 20, 2010
  2. 2. Why do we need alliances? 2 Napoleon Bonaparte King of Italy Emperor of the French 1805-1814 France Austria Source: Wikippedia 9/20/10 The Emperor Napoleon in His Study at the Tuileries, by Jacques-Louis David, 1812
  3. 3. Direct or indirect sales? Direct Sales (Napoleon’s approach) Pro • Talk to end customer directly • Receive all the benefits Cons • Absorb all sales costs • Rely only on your team’s talent and relationships 3 “Better not to have been born than to live without glory.” - Napoleon Bonaparte
  4. 4. • Stronger team • Lower cost or risk • JIT resources – right resource at right time & place • Stronger contacts, executive positioning • More complete solution 4 Source/Original work at/Original en: Pyms Gallery Austria, Prussia, Russia, UK, Netherlands vs. France Indirect Sales (Austria’s approach)
  5. 5. The 7 Secrets of top alliance teams 1. Clear objectives 2. Metrics 3. “Got juice?” 4. Equal commitment 5. Team players 6. Transparency 7. Way to resolve conflicts.
  6. 6. The 7 Secrets of top alliance teams 1. Clear objectives 2. Metrics 3. “Got juice?” 4. Equal commitment 5. Team players 6. Transparency 7. Way to resolve conflicts. • Increase revenue • Decrease or avoid costs • Reduce risk Why are we doing this?
  7. 7. The 7 Secrets of top alliance teams 1. Clear objectives 2. Metrics 3. “Got juice?” 4. Equal commitment 5. Team players 6. Transparency 7. Way to resolve conflicts. • How to measure? • Who measures? • Establish a “rhythm of the business” What’s in it for each party?
  8. 8. The 7 Secrets of top alliance teams 1. Clear objectives 2. Metrics 3. “Got juice?” 4. Equal commitment 5. Team players 6. Transparency 7. Way to resolve conflicts.
  9. 9. The 7 Secrets of top alliance teams 1. Clear objectives 2. Metrics 3. “Got juice?” 4. Equal commitment 5. Team players 6. Transparency 7. Way to resolve conflicts. “Friendship is only a word, I care for nobody.” “We walk faster when we walk alone.”
  10. 10. The 7 Secrets of top alliance teams 1. Clear objectives 2. Metrics 3. “Got juice?” 4. Equal commitment 5. Team players 6. Transparency 7. Way to resolve conflicts. “Two powers like France and England, with a good understanding between them, might govern the world. “ “England is a nation of shopkeepers”
  11. 11. The 7 Secrets of top alliance teams 1. Clear objectives 2. Metrics 3. “Got juice?” 4. Equal commitment 5. Team players 6. Transparency 7. Way to resolve conflicts. “…a conqueror must not inspire a good opinion of his benevolence until he has demonstrated that he can be severe with malefactors.”
  12. 12. Napoleon – why did he and France lose? 12 Source: http://www.militaryartgallery.com/HTML/napoleons_retreat_from_mosc ow.htm 1. Ego-driven objectives 2. One-sided metrics 3. One “executive sponsor” 4. No real alliance 5. No process to resolve conflicts.
  13. 13. Austria – why did they “et al” win? The 7 secrets checklist 13 1. Clear objectives 2. Metrics 3. “Got juice?” 4. Equal commitment 5. Team players 6. Transparency 7. Way to resolve conflicts.
  14. 14. Call to action – next steps 14 • Identify areas where you’re losing to the competition. • Find allies who can help you survive – and win the war. • Use the 7 secrets to plan your next move.
  15. 15. Contact Information Susan McKay Director, Strategy & Alliance Development susan.mckay@emc.com 508-330-8160 Visit my blog: http://partnersandalliances.typepad.com/partnershi ps-alliances 15

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