“Keith’s book provides an excellent framework for examining the often overlooked area of establishing and measuring quantitative tools to track and manage the true value created by Strategic Alliances."
Steve Steinhilber, Equinix, Global VP, Ecosystem Development
Author of Strategic Alliances: Three Ways to Make Them Work (Memo to the CEO)
"Keith tackles a critically important but often misunderstood world of corporate partnerships."
Jay McBain, Forrester Research
Principal Analyst, Channel Partnerships & Alliances
ALLIANCE RELATIONSHIP MANAGEMENT
Unclear roles, responsibilities and partner expectations, poorly defined decision making processes and inadequate joint planning contribute to the loss of alliance control. Building a joint Plan of Record documents what each partner commits to the alliance and is projected to realize in return. That joint planning fosters greater communication, collaboration, trust and informed decision making.
Alliances are subject to many of the same risks as a company’s core businesses. A key difference is that one partner cannot dictate to another how risks, no matter the scale, are assessed and managed. Investing in joint upfront planning to build a comprehensive Plan of Record can minimize alliance risk exposure and make way for the partners to jointly develop the details of governance and dispute resolution.
Making informed fact-based decisions, as opposed to “guesstimates,” affect the rate and breadth of alliance growth. The ability to perform “What-If?” analysis against an alliance Plan of Record allows the partners to explore together how adjusting plan components, such as marketing tactics, deal size, sales engagement model, Win Rate and time lines, affect both resource commitments and outcomes.
PARTNER ALIGNMENT THROUGH A
PLAN OF RECORD
Simply put, an Alliance Plan of Record is a deceptively simple document that states intended deliverables over a period of time. Simple but fundamental.
The Plan of Record is the Alliance’s blueprint and high-level project plan all rolled into one. It is the most effective means to create alignment between the partners.
The Plan of Record is an essential tool that:
Drives order within and between each partner organization.
Identifies and prioritizes the essential actions and the responsible resources
Documents the plan for distribution to those groups and individuals on both sides of the alliance.
A 21st CENTURY TOOL
PURPOSE BUILT FOR ALLIANCES
PARTNER to PROFIT (PtoP)
Phoenix Consulting Group, LLC, and Partner to Profit, LLC, surveyed top alliance professionals seeking to understand the use and impact of alliance business cases. Their study found that the tools available to support case development lag well behind what is required for fact and evidence-based planning and decision making.
LAST CENTURY TOOLS
“No dashboard, no tools. Each person has to do the analysis themselves and each has a different skill level in Excel so quality varies.”
Without alliance specific standards and tools alliance professionals struggle to:
Model and manage alliance investment
Track incremental revenue
Isolate incremental costs
Evaluate the full measure of their contribution
PARTNER to PROFIT (PtoP) IS the 21st century tool and methodology that meets the requirements of 21st century alliance business models.
"I highly recommend this book to anyone wanting to tap into Keith’s wealth of experience of how to collaborate effectively and how to apply analytics to beat the odds on managing successful alliances."
Norma Watenpaugh CEO, Phoenix Consulting Group, LLC, Former Best Practices Chair, The Association of Strategic Alliance Professionals
"Keith presents a well-thought-out framework and practical tools that enable managers to analyze alliance opportunities in a data-driven way."
Ard-Pieter de Man, Professor, Vrije Universiteit
Author/co-author of five books on alliances including How to Survive the Organizational Revolution: A Guide to Agile Contemporary Operating Models, Plarforms and Ecosystems (2020)