Bottom-line priorities are forcing many companies to completely revamp the typical catchall approach to partnering. With demands for improved results, technology organizations are focusing more clearly on criteria for successful partnerships, transforming their partnering and alliance strategies and management systems, and placing much more importance on the role of collaborative marketing. For services marketers, the new demands and opportunities with partners hold great promise for growth and profitability, but only if they can construct the right strategies and programs.

This ITSMA Case Study presents Dimension Data’s systematic and methodical approach to alliance management and marketing. The Dimension Data Alliances Partner Program (DDAPP) takes Dimension Data and its partners through the critical marketing steps that ensure the success of its joint strategies and sales programs. Most important, the program incorporates all of the critical functional elements of a marketing campaign while also integrating strategy, sales goals, and ongoing program management.