an alliance strategy that works

Copyright 2004 Tom O’Dea © All rights restricted

An Alliance Strategy That Works

Teaming Systems Integrators and Technology Vendors

Tom O’Dea

catalyst111@yahoo.com

Copyright 2004 Tom O’Dea ©All rights restricted

Agenda Vision Multi Tiered Executive

Sponsorship Principles of

Engagement

Joint Value Proposition

Quantifying Success

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Selecting a Partner

Partners Open new markets Accelerate the sales

cycle Create new

efficiencies

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What Makes a Strong Alliance?

Cultural Compatibility

Shared VisionWillingness to

ChangeGoalsActive

Management

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The Vision Thing

“Vision is the art of seeing the invisible.”

Jonathan Swift

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Three-Tiered Alliance Strategy

Executive•Vision

•Message•Competency

Industry / Region•Go to Market Plan

Account / Client•Joint Sales Plan Development

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Executive (Tier I) Vision

Strategy

Product

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Divisional (Tier II) Linkage of verticals

and regions GTM Plan The Broad Vision is

tailored to local market conditions

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Account/Client (Tier III)

Create joint account plans

Joint Value Proposition

Specific Measurable Goals

Copyright 2004 Tom O’Dea ©All rights restricted

Three-Tiered Alliance Strategy

Executive•Vision

•Message•Competency

Industry / Region•Go to Market Plan

Account / Client•Joint Sales Plan Development

Copyright 2004 Tom O’Dea ©All rights restricted

Executive•Vision

•Message•Competency

Industry / Region•Go to Market Plan

Account / Client•Joint Sales Plan Development

Executive•Vision

•Message•Competency

Industry / Region•Go to Market Plan

Account / Client•Joint Sales Plan Development

Three-Tiered Alliance StrategyYour Firm Your Partner

Copyright 2004 Tom O’Dea ©All rights restricted

Executive (Tier I) Deliverables

Deliverables Define Product Principles of

Engagement Escalation Plan Executive

Sponsorship Periodic Review

Copyright 2004 Tom O’Dea ©All rights restricted

Principles of Engagement We engage early in the sales cycle We have open and honest communication We are preferred partners in the selected accounts

and market segments, meaning: We commit to win together or lose together We have a non-compete agreement

We have a partnership agreement in place and execute accordingly

There is executive sponsorship and an escalation process

We invest in each other's organizations in line with our ambition level

Copyright 2004 Tom O’Dea ©All rights restricted

An Escalation ProcessOverall Overall

ExecutiveExecutive

SponsorsSponsors

Overall Overall

ExecutiveExecutive

SponsorsSponsors

Initiative Initiative

DriversDrivers

Initiative Initiative

DriversDrivers

Sales Mgmnt/Sales Mgmnt/

Alliance Alliance

ExecsExecs

Sales Mgmnt/Sales Mgmnt/

Alliance Alliance

ExecsExecs

Account Mgr./Account Mgr./

Client Svc Client Svc

PartnerPartner

Account Mgr./Account Mgr./

Client Svc Client Svc

PartnerPartner 48 Hours

48 Hours

48 Hours

HQ Allia

nce Function

HQ Allia

nce Function

HQ Allia

nce Function

HQ Allia

nce Function

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Divisional (Tier II) Deliverables

Go To Market Plan Target

vertical(s)/geographies (Initiatives)

Joint Value Proposition

Sponsorship

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Account(Tier III)Deliverables

Deliverables Joint Account Plan Joint Value Proposition (client specific) Specific Measurable Goals

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Structuring the Joint Value Proposition

1. Client/Buyer•bigger solution•Faster ROI

2. SI Consultant•Net new bookings•Impartiality

3. IT Sales Team•Accelerated sales cycle•Better hit rate•Control

Joint ValueProposition

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Measuring Success Sales/business

development heads Sales support heads Overall & dedicated

implementation experts

Bookings & Revenue Pipeline Reference accounts

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What Works 3 Tiered Strategy Principles rather than

Personalities Executive Sponsorship Joint Value Proposition Active Alliance

Management Quantifiable Targets Regular Review

Copyright 2004 Tom O’Dea ©All rights restricted

Questions?

Tom O’Dea catalyst111@yahoo.com