Strategic Alliance Magazine Q2 2016 - 23
COVER STORY
SHAPE SHIFTING
Here is a challenge for your company: Move from
customer to customer in a single day, and play a different role in each scenario. Or be the lead in solution
development, and remain involved in the go-to-market activities when in the past you might have simply
conducted a transaction as the transition was made and
washed your hands of it. How will you provide incremental value to ensure that your continued involvement
is not just a transaction cost? You must develop the
partnering muscle to agilely shift from role to role within different or within a single customer scenario.
Partnering in the connected ecosystem raises operational questions about how to work together to take the
collective solution to market, delivering the intended
customer experience and business outcomes. If your
company has a traditional channel mindset, it will need
to consider:
n How to define the different partners' roles across the
spectrum of develop, market, sell, deliver, service,
and support
n How partner selection and rules of engagement
should be defined to manage competition within the
ecosystem
n How to manage governance across executives, operations, and field; across multiple business units and
functions; and with multiple partners
These are challenging areas to align within an ecosystem. It takes a new mindset-and a recognition that
neither the customer nor any of the partners will realize
the value they seek unless challenges are solved for all.
MOVE FAST AND BE AGILE
The Fourth Industrial Revolution is an era characterized
by the exponential speed of breakthroughs when compared with previous industrial development-including
the first age of the Internet. It includes technologies
such as robotics, biotechnology, materials science, and
3-D printing that have accelerated discovery and the development of new solutions to a host of societal needs.
Similarly, the speed with which partnerships must be
put together to deliver solutions has increased exponentially. Organizing an ecosystem-based solution is
analogous to making a movie. The movie producer assembles the talent and resources, all do their specialized
jobs, the movie is created, and then all move to the next
opportunity.
The difference in business is that many of the partners
need to stay together after the solution is delivered to
operate it for the customer.
Conversely, ease of entry and exit from a partnering
agreement is a requirement simply because technology
and business models are changing so fast. To partner at
this fast pace, simpler teaming agreements that are done
without corporate involvement are frequently utilized.
SUMMER * 2016 | STRATEGIC ALLIANCE MAGAZINE
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Table of Contents for the Digital Edition of Strategic Alliance Magazine Q2 2016
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