Working with partners to launch new technology services requires a deft combination of collaborative planning, clear role definitions, mutual benefits, and cultural fit. Hewlett-Packard’s Remedies Alliance Program, which helps companies recover revenue losses related to hacker attacks on their e-commerce operations, is a great example of how technology organizations can collaborate with partners to strengthen services portfolios, build brand awareness, and increase customer loyalty.

In detailing the launch of the Remedies Alliance Program, this Best Practice Case Study provides valuable insight into the planning, development, and joint marketing of an innovative new service that responds directly to core business challenges perceived by key clients. The case study highlights seven key lessons, including the importance of providing clear wins for each partner, creating a broad-based internal marketing initiative, and incrementally expanding the potential market. The case study will be particularly useful for marketers involved in strategy and market planning, new services or solutions development, and alliance or partner marketing.