GROWTH
Partnerships & Alliances
UNDERSTAND
U
Conduct Interviews & Review Data
NAVIGATE
N
Create a Channel Strategy
IMPLEMENT
I
Unlock Vendor and Partner Relationships
TRACK
T
Track Progress
YIELD
Iterate & Evolve
Y
Using the UNITY framework, let's explore a specific scenario that may keep you up at night...
Scenario
You see the value of strategic partnerships, but fear the consequences of striking the wrong deal. You want to unlock a new channel for pipeline growth by co-creating value through partnerships without sacrificing your client relationships or profits.
01
Conduct Interviews & Review Data
Conduct an analysis of current partner ecosystems, including vendors, strategic partners, and other lead development sources.
Conduct an analysis of potential partner ecosystems, including industries, niches, and organizations that align with your business objectives.
Profile potential partners by assessing their strengths, resources, and market presence. Understand their goals and values.
Evaluate the competitive landscape to identify areas where strategic partnerships can provide a competitive edge.
Identify potential risks and challenges associated with partnerships, such as conflicts of interest or misalignment of goals.
02
Create a Channel Strategy
Define clear objectives for partnership development, including revenue growth targets, market expansion goals, or co-branding initiatives.
Develop criteria for selecting partners that align with your business objectives and values.
Craft a compelling value proposition that outlines the benefits of partnering with your organization.
Create a framework for collaboration, detailing roles, responsibilities, and expectations for both parties.
Establish legal agreements, contracts, and terms that protect the interests of all parties involved.
Develop risk mitigation strategies to address potential challenges or conflicts that may arise during the partnership.
03
Unlock Vendor and Partner Relationships
Initiate engagement with potential partners, presenting the value proposition and discussing collaboration opportunities.
Collaboratively develop and implement initiatives that create mutual value, such as joint marketing campaigns, product integrations, or co-branded offerings.
Allocate resources, including budget and personnel, to support partnership initiatives and receive kickbacks like marketing development funds from partners/vendors.
Ensure clear and ongoing communication with partners to maintain alignment and address any issues promptly.
Define key performance metrics to measure the success and impact of the partnership initiatives.
04
Track Progress
Define key performance indicators (KPIs) to track the success of partnership initiatives, such as revenue generated from partnerships, market share gains, MDFs, opportunities, or brand visibility metrics.
Continuously collect data on partnership performance, including metrics related to revenue, customer acquisition, and brand awareness.
Gather feedback from partner organizations to assess their satisfaction and identify areas for improvement.
05
Iterate & Evolve
Analyze collected data and partner feedback to evaluate the success of partnership initiatives and identify areas for improvement.
Develop an improvement plan based on data analysis and partner feedback, outlining refinements to partnership strategies, or collaboration efforts.
Conduct regular working sessions to ensure consistent progress without the need for full-scale change.
Foster a culture of continuous partnership growth within the organization, seeking new opportunities and nurturing existing partnerships for long-term mutual benefit.