Alliances

Most alliances, perhaps 90 percent or more, are a waste of precious resources, time and money.  One party or the other just isn't sufficiently motivated to make it work.  However, for the other 10 percent, one or more alliances can be the lifeblood of the company.

Consummating a productive alliance is extremely tricky.  You really need to confront whether an alliance is truly compelling for both sides.  In a business-to-business alliance, if you are expecting another company to promote your products, put aside what the Alliance Manager tells you and talk to the Sales organization.  If the salespeople do not have sufficient incentives to promote your products, they won't.  Period.  In a consumer-oriented alliance, you need to know exactly how your partner's marketing organization is going to promote your products and/or services, and whether that is likely to be effective.

Experienced professionals know when to say no, and when and how to build a truly productive alliance.  I can help you figure out which alliances are right for you, and how to make them work.

©2003 William S. Weil.  All rights reserved.