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Achieving Successful Channel Partnerships

Marketing Integration. Achieving Successful Channel Partnerships. Partnering Relationships. Are like personal relationships Need time to flower and develop Need to be a strategic part of the Go-to-Market model Need an effective planning and management framework. Common Partnering Pain.

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Achieving Successful Channel Partnerships

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  1. Marketing Integration Achieving Successful Channel Partnerships Marketing Integration

  2. Partnering Relationships • Are like personal relationships • Need time to flower and develop • Need to be a strategic part of the Go-to-Market model • Need an effective planning and management framework Marketing Integration

  3. Common Partnering Pain • Fail to meet expectations and reach goals • Fail to realise incremental revenue potential • Don’t get the partner relationship management basics right • Cut losses and move on to the next • Limited analysis of results and learning from past relationships Marketing Integration

  4. What’s your Track Record? What % of your partnerships are “successful”? What have you learnt from the “failures”? Marketing Integration

  5. 8 Key Relationship Factors • Clear Strategic Advantage • Goal Compatibility • Mutual Commitment and Respect • Engaging Communication • Interdependence and Cooperation • Conflict Resolution • Joint Planning • Activity Coordination Marketing Integration

  6. Engaging Communication • Two-way • Talking and Listening • Open and honest • Value Based • Regular • Ongoing Marketing Integration

  7. 2 Levels of Communication Relationship Partner’s HO Strategic Level Contractual Details Business Development Marketing and Support Operations Tactical Level Local Offices Sales Contacts Selling Opportunity Management Administration Marketing Integration

  8. Between the organisations Withinthe organisations Over time 3-D Communication Partner A Partner B Marketing Integration

  9. Communicate to Build Trust • Open and honest communication • Keep your commitments • Always aim for win-win • Work together cooperatively • Plan joint business together Marketing Integration

  10. Partner Planning Imperatives • Agree and commit to mutual goals • Define the rules of engagement • Formalise ongoingcommunication • Maintain a dynamic action plan Marketing Integration

  11. Summary • Communicate to build trust • Open and honest • Cover the 2 levels • Strategic and operational • 3 Dimensional • Inter-company, intra-company and over time Marketing Integration

  12. Thank You Download article and presentation “Making Strategic Partnering Work” from www.marketingintegration.com.au or email janeen@marketingintegration.com.au or phone Janeen Sonsie on 03 9830 0688 Marketing Integration

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