A strategy for successful alliances between systems integrators and technology firms.

1. An Alliance Strategy That
Works
Teaming Systems Integrators and Technology
Vendors
Tom O’Dea
catalyst111@yahoo.com
Copyright 2004 Tom O’Dea © All rights restricted

2. Agenda
 Vision
 Multi Tiered
 Executive
Sponsorship  Joint Value
 Principles of Proposition
Engagement  Quantifying Success
Copyright 2004 Tom O’Dea ©All rights restricted

3. Selecting a Partner
Partners
 Open new markets
 Accelerate the sales
cycle
 Create new
efficiencies
Copyright 2004 Tom O’Dea ©All rights restricted

4. What Makes a Strong
Alliance?
 Cultural
Compatibility
 Shared Vision
 Willingness to
Change
 Goals
 Active
Management
Copyright 2004 Tom O’Dea ©All rights restricted

5. The Vision Thing
“Vision is the art of
seeing the invisible.”
Jonathan Swift
Copyright 2004 Tom O’Dea ©All rights restricted

6. Three-Tiered Alliance Strategy
Executive
•Vision
•Message
•Competency
Industry / Region
•Go to Market Plan
Account / Client
•Joint Sales Plan Development
Copyright 2004 Tom O’Dea ©All rights restricted

7. Executive (Tier I)
 Vision
 Strategy
 Product
Copyright 2004 Tom O’Dea ©All rights restricted

8. Divisional (Tier II)
 Linkage of verticals
and regions
 GTM Plan
 The Broad Vision is
tailored to local
market conditions
Copyright 2004 Tom O’Dea ©All rights restricted

9. Account/Client (Tier III)
 Create joint account
plans
 Joint Value
Proposition
 Specific Measurable
Goals
Copyright 2004 Tom O’Dea ©All rights restricted

10. Three-Tiered Alliance Strategy
Executive
•Vision
•Message
•Competency
Industry / Region
•Go to Market Plan
Account / Client
•Joint Sales Plan Development
Copyright 2004 Tom O’Dea ©All rights restricted

11. Three-Tiered Alliance Strategy
Your Firm Your Partner
Executive Executive
•Vision •Vision
•Message •Message
•Competency •Competency
Industry / Region Industry / Region
•Go to Market Plan •Go to Market Plan
Account / Client Account / Client
•Joint Sales Plan Development •Joint Sales Plan Development
Copyright 2004 Tom O’Dea ©All rights restricted

12. Executive (Tier I)
Deliverables
 Deliverables
 Define Product
 Principles of
Engagement
 Escalation Plan
 Executive
Sponsorship
 Periodic Review
Copyright 2004 Tom O’Dea ©All rights restricted

13. Principles of Engagement
 We engage early in the sales cycle
 We have open and honest communication
 We are preferred partners in the selected accounts
and market segments, meaning:
 We commit to win together or lose together
 We have a non-compete agreement
 We have a partnership agreement in place and
execute accordingly
 There is executive sponsorship and an escalation
process
 We invest in each other's organizations in line with
our ambition level
Copyright 2004 Tom O’Dea ©All rights restricted

14. An Escalation Process
Overall
Executive
Sponsors
Initiative
48 Hours
Drivers
Sales Mgmnt/
Alliance
48 Hours
Execs
Account Mgr./
Client Svc
Partner 48 Hours
Copyright 2004 Tom O’Dea ©All rights restricted

15. Divisional (Tier II)
Deliverables
 Go To Market Plan
 Target
vertical(s)/geographi
es (Initiatives)
 Joint Value
Proposition
 Sponsorship
Copyright 2004 Tom O’Dea ©All rights restricted

16. Account
(Tier III)
Deliverables
 Deliverables
 Joint Account Plan
 Joint Value Proposition (client specific)
 Specific Measurable Goals
Copyright 2004 Tom O’Dea ©All rights restricted

17. Structuring the Joint Value
Proposition
1. Client/Buyer
•bigger solution
•Faster ROI
Joint Value 2. SI Consultant
Proposition •Net new bookings
•Impartiality
3. IT Sales Team
•Accelerated sales cycle
•Better hit rate
•Control
Copyright 2004 Tom O’Dea ©All rights restricted

18. Measuring Success
 Sales/business
development heads
 Sales support heads
 Overall & dedicated
implementation
experts
 Bookings & Revenue
 Pipeline
 Reference accounts
Copyright 2004 Tom O’Dea ©All rights restricted

19. What Works
 3 Tiered Strategy
 Principles rather than
Personalities
 Executive Sponsorship
 Joint Value Proposition
 Active Alliance
Management
 Quantifiable Targets
 Regular Review
Copyright 2004 Tom O’Dea ©All rights restricted

20. Questions?
Tom O’Dea
catalyst111@yahoo.com
Copyright 2004 Tom O’Dea ©All rights restricted