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European marketing leaders have identified marketing with partners as
a critical challenge. Most important is doing a better job in ensuring
that both sides of a partnership have a clear understanding of the value
they bring and the objectives, strategies, and competencies on each side.
Successful partnerships require clear goals and metrics for specific
market and client opportunities, yet this can take time and slow down
the inevitable rush to market. Further, developing a systematic approach
to a partner relationship that works across all necessary departments
and geographies can be complex, especially in regions such as Europe
that incorporate multiple cultures and languages. Different partners
often have different strengths and weaknesses compared to local leaders
across the broad region.
This ITSMA Europe briefing explores the most effective approaches to
partnering in marketing IT services and solutions in Europe today, with
a special emphasis on lessons learned from industry leaders. The briefing
covers five key topics:
- Understanding organizational drivers for partnering and building
a partner strategy
- Structuring a winning partnership
- Marketing and selling effectively with partners
- Managing the client experience with and through partners
- Measuring and communicating partnership results
The briefing includes practical examples from Microsoft, CapGemini,
and Pigott & Associates. |
