Partnership announcements come with great brouhaha and excitement.

Alot of work typically goes into them, particularly between technology companies.  A strategic discussion and a technical fit often needs to be worked out.

Often times, the partnership fills in a gap in the marketplace, and it’s typically a smart thing.

So regarding the earlier post, this type of product-oriented partnership fills in one need, which is reducing internal resources needed to build out the product.

But I’ve seen it miss the second shoe-dropping: generating more sales.

The concept is sound: non-overlapping installs or differing prospects can be exchanged and shared, as they should be.

But field-level execution is where partnerships fail.  How do individual reps extend the partnership?  And most companies fail at that.

We’re exploring how the Partnership Principle can enable companies to address this and extract fullest value out of partners.

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