Developing Effective Alliances and Partnerships

Strategic alliances can quickly establish formidable business groupings that are flexible and responsive and where the interests of the individual partners are reflected in the interests of the alliance as a whole.

This masterclass will show you how to develop and promote your alliances and partnerships and help your organisation and partners maximise your true business potential.

You will be able to articulate the factors common to all successful alliances marketing practices, prioritize the key components necessary to guide each phase of the alliance marketing life cycle, recognise today’s best practices in alliance marketing, assess your organisation’s competency in forming partnerships and evaluate your organisation’s attractiveness as a ‘preferred partner’.

Any proposed alliance or partnership has to generate the potential to add value for the organisation, partners, customers and shareholders. The alliance and partnership marketing agenda must contribute towards the strategic objectives of the organisations, and the likely outcomes of the alliance must be properly aligned to the required strategic outcomes of those organisations. Finally the alliance has to be made to ‘work’. This masterclass will show how a strategic alliance/partnership can be planned and executed systematically using great marketing tools and techniques.

Marketing, product, channel, strategy managers and planners and those who are responsible for their organisation’s strategic alliances and partnerships.

• Discovering and exploring the fundamentals of successful alliances marketing.
• Understanding the alliance marketing life cycle.
• Identifying, establishing and managing partnerships.
• Creating formal and informal marketing structures for governing your alliances.
• Recognising the competencies of alliance-savvy organisations.
• Benefiting from upside of alliances marketing.

The course includes a mix of exercises, presentations and case studies.