Marketing Integration Achieving Successful Channel Partnerships 2006 Marketing

Marketing Integration Achieving Successful Channel Partnerships © 2006 Marketing Integration

Partnering Relationships Ø Are like personal relationships Ø Need time to flower and develop Ø Need to be a strategic part of the Go-to-Market model Ø Need an effective planning and management framework © 2006 Marketing Integration

Common Partnering Pain Ø Fail to meet expectations and reach goals Ø Fail to realise incremental revenue potential Ø Don’t get the partner relationship management basics right Ø Cut losses and move on to the next Ø Limited analysis of results and learning from past relationships © 2006 Marketing Integration

What’s your Track Record? What % of your partnerships are “successful”? What have you learnt from the “failures”? © 2006 Marketing Integration

8 Key Relationship Factors 1. Clear Strategic Advantage 2. Goal Compatibility 3. Mutual Commitment and Respect 4. Engaging Communication 5. Interdependence and Cooperation 6. Conflict Resolution 7. Joint Planning 8. Activity Coordination © 2006 Marketing Integration

Engaging Communication Ø Two-way § Talking and Listening Ø Open and honest Ø Value Based Ø Regular Ø Ongoing © 2006 Marketing Integration

2 Levels of Communication Relationship Strategic Level Partner’s HO Contractual Details Business Development Marketing and Support Operations Tactical Level Local Offices Sales Contacts Selling Opportunity Management Administration © 2006 Marketing Integration

3 -D Communication Between the organisations Partner A Partner B Within the organisations Over time © 2006 Marketing Integration

Communicate to Build Trust Ø Open and honest communication Ø Keep your commitments Ø Always aim for win-win Ø Work together cooperatively Ø Plan joint business together © 2006 Marketing Integration

Partner Planning Imperatives Ø Agree and commit to mutual goals Ø Define the rules of engagement Ø Formalise ongoing communication Ø Maintain a dynamic action plan © 2006 Marketing Integration

Summary Ø Communicate to build trust § Open and honest Ø Cover the 2 levels § Strategic and operational Ø 3 Dimensional § Inter-company, intra-company and over time © 2006 Marketing Integration

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 © 2006 Marketing Integration