Thought Leadership

Programs Background

Grow From the Right Intro

Strategies for Business Partner Matching + Opportunity Sourcing

This milestone study seeks to assess the state of strategic partnering and business development in the SME sector, and the level of competency, success and value derived from this critical business process.

The Strategic Partnering Imperative

In a recent executive survey by Frost & Sullivan, CEOs cited strategic partnerships as their number one growth strategy. Big companies today are making strategic partnerships a centerpiece of corporate strategy, committing more than 20 percent of their assets to developing and managing partnerships, notes Frost & Sullivan.

However small to medium sized firms are at a disadvantage. They do not have the domain expertise, business networks, or management bandwidth to support the arduous and time-consuming process of identifying, cultivating and making the right partner connections. No matter whether this is for revenue gain, new market access, product line extension, geographic expansion, customer access, domain knowledge, IP licensing, or capital sourcing.

Making smarter, more appropriate and functional fits can spur the global economy by multiplying the potential and value of synergistic and compatible partnerships. It can also greatly reduce the vast amount of financial and human energy drain associated with ailing, ill-conceived or dysfunctional linkages. New ways to create greater efficiency and better utilization of resources and time are critical areas of need in the business development process.

Campaign Platform & Focus

The Business Performance Innovation (BPI) Network and the Chief Marketing Officer (CMO) Council have teamed on a new thought leadership program, entitled “GROW FROM THE RIGHT INTRO: Strategies for Optimal Business Partner Matching + Opportunity Sourcing.” This milestone study seeks to assess the state of strategic partnering and business development in the SME sector, and the level of competency, success and value derived from this critical business process.

Areas of exploration and discovery will include:

The role and value of strategic partnerships and alliances in contributing to corporate growth and development
Capacity to identify, qualify and secure the right introductions to relevant and valued partners and business opportunities
Challenges and complexities associated with selecting, closing and nurturing the right partnerships
Reasons for partnership failure and how to manage and maintain relationships
The types of strategic partnerships that benefit companies the most, including customer, channel, distribution, technology, strategic, financial, supply chain, outsourced manufacturing, etc.
Incidence of formal partnering strategies and how these are implemented, staffed and funded
Intentions and plans to improve networking, partnering and sourcing of growth opportunities worldwide
Channels, networks or resources that are being evaluated or used to advance business networking and relationship building
Variations in business partnering capability across industry sectors, cultures and company sizes
Internal systems or outsourced services that are helping to automate and optimize business partnering and customer acquisition

Research will include qualitative interactions with a 20-30 SME leaders and a comprehensive online audit of partnering needs, strategies, predispositions, experiences, challenges, capabilities and outcomes. This will be undertaken in cooperation with Penton, NetLine and The Business Journals. Collectively, these media partners give access to millions of SME executives and business owners across hundreds of industry sectors and local markets. A detailed report will be prepared and taken to market to generate exposure, downloads, Powerlinx platform use, and market predisposition. Content will be promoted and discussed through a variety of engagement strategies including press relations, social media, content syndication, email communications, web site posting, webinars, conferences and dinner dialogues.

Reports

Grow from the Right Intro
More than ever, businesses must rely on strategic partnering to grow revenue, acquire customers, expand market reach and innovate products, services and customer experiences. But many are struggling to get it right. This report examines the state of partnering in today’s fast-changing, global marketplace and shets new light into the motivations, rewards, pitfalls and proven practices that companies must consider as they seek growth and inspiration through business alliance building.
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Leaders

Dean Phizacklea
Divisional Vice President, Global Strategic Marketing
Abbott

Heidi Lorenzen
CMO
Cloudwords

Lance Walter
CMO
Host Analytics

Dhruva Rajendra
President
Latch

Don Keane
Vice President of Marketing
MetTel

Charles Veley
VP of Strategic Development
MicroStrategy

Greg Van Ullen
CMO
OMilk

Jeff Noel
President
Optimal Alliances

Laurence Kemball-Cook
CEO & Founder
Pavegen Systems

Carolyn Paynton
Chief Marketing Officer
Rhombus

Kip Martin
Vice President, Customer Experience Management Program Office
SDL

Kevin Nerney
Business Development Manager
Service Source

Erin Cece
Director of Marketing & Business Development
Simon Property Group

Billy Goldberg
President
The Buckeye Group

Larraine Segil
Partner Emeritus
Vantage Partners

Simon Dryer
National Partner Manager
VMware

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Facts & Stats

“In a global environment where collaboration is critical to business success, managing strategic partnerships is a crucial yet elusive competency – almost 50 percent of joint ventures, for instance, fail.” (Source)

“If executed successfully, strategic partnerships can deliver access to new markets or customers, accelerate new product development cycles, and improve a company’s competitive position…strategic partnerships represent a path to accelerated growth, but without the cost, risk, or complexity associated with M&A.” (Source)

“Partnering is a logical response to the globalization of markets, increasingly intense competition, the need for faster innovation and the growing complexity of technology. It makes good business sense to connect people, departments, companies, customers and suppliers.” (Source)

“More and more companies are turning to partnering to drive innovation and growth. However, all too often these efforts neglect the importance creating a partnering ecosystem and managing it profitably.” (Source)

53% of CEO's are partnering externally to drive innovation. (Source)

92% of CMOs are increasing use of external partners for customer and data analytics. (Source)

Two-thirds of growth-focused CIOs are partnering extensively to change the mix of skills, expertise and capabilities in their organizations (Source)

The most common way for U.S.-based Associations to grow internationally is through the formation of a strategic partnership network, states Mohamadouu Hayatou. (Source)

Many companies commit more than 20% of their assets to developing and managing partnerships, while others depend on partnerships for 30-50% of their research expenditures or annual revenues. (Source)

Articles

December 21, 2015 - Mutually Assured Disruption
Strategy + Business
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August 17, 2015 - Understanding the BIG DATA Opportunity
LinkedIn: Simon Crouch
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June 23, 2015 - Business Development In SMEs – A Growth Area
All Thing New Biz
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April 8, 2015 - How To Build Extraordinary Partnerships And Boost Business Performance
Forbes
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August 1, 2014 - Building Partnerships
e-COACH
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July 28, 2014 - Examples of Successful Strategic Alliances
Houston Chronicle
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May 13, 2014 - A South African Business Group Builds Global Connections Through Powerlinx
Internet Retailer
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April 29, 2014 - 4 Tips to Go Further, Faster with Strategic Partnerships
Entrepreneur
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April 16, 2014 - The Advantages of Bringing on a Business Partner
The Houston Chronicle
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March 26, 2014 - Six tips for developing successful strategic partnerships
The Globe and Mail
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May 13, 2013 - 5 Lessons for Strong Business Partnerships
Forbes
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April 2, 2013 - Does Your Business Have Strategic Partners? Why Not?
Forbes
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February 14, 2013 - 8 Steps to Create Successful Strategic Partnerships
WOBI
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December 9, 2012 - Top 3 Qualities Of A Successful Business Partnership
Forbes
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October 10, 2012 - How To: Create Strategic Partnerships
Success
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July 28, 2012 - Repeatability: How companies create enduring businesses in a world of constant change
Bain & Company
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April 19, 2012 - Strategic business partnerships can give small businesses the edge to help them compete with larger companies.
OPEN Forum
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January 25, 2012 - Marketing through Strategic Partnerships
The Marketing Bit
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November 3, 2011 - The Benefits of Strategic Partnerships to Startups ... and When to Walk Away
The Next Women
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October 4, 2010 - POV: Forging Strategic Partnerships with Businesses Can Advance Entrepreneurial Learning
Community College Week
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June 1, 2010 - 15 Steps for Successful Strategic Alliances (and Marriages)
Harvard Business Review
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White Papers

Strategic Partnering: Managing Joint Ventures and Alliances
A Thought Leadership Roundtable on Digital Strategies Read more »