Alliance Challenges
Increase Relevance and Mindshare
How do I stay top of mind?

Watch Video of Deb Barnard on staying top of mind – 2:30
Empathetic Value
One key is to understand the level of each part of the organization that you are talking to and to adapt your value messaging to the stakeholder. Whether you are speaking to an executive, a manager, or the frontline, you have to r tailor your message to what matters most to them. Their goals and needs are very different, and you as an alliance professional have to bring contextual and relevant value messages to each stakeholder. It often will come down to your ability to connect with those people on a personal level so that they believe that you are someone they can trust to meet their objectives.
Paint the Picture
For every one you are trying to influence, you must to be able to help them see where and how you work together to achieve their goals through servicing r mutual customers.
Create the Win 4x
Be crystal clear about what the win is for you, the partner, and the customer. And what value the partner ecosystem delivers by coming together.
Lead them to the water
Work backward from what you are each trying to accomplish to see every step to get there and how each party can help to achieve that. Identifying quick wins is critical so that your initial successes give other stakeholders the impetus and confidence to join with you.
How do I gain executive commitment?

Watch Video of Deb Barnard on gaining executive commitment – 1:32
How do my partners know and understand my value?

Watch Video of Deb Barnard on gaining executive commitment – 1:32
- When customers are asking for it.
There is nothing like customer demand. When listening to your customers, it can be very important to pick up on partnerships they would like to see take place. - When Peers Are Pleased
When your peers are telling you, “You should take a hard look at this company, because they did these great things. I really love working with them.” then you know there may be value in partnering with that company. - When it empowers you
If you are seeing that partnering with an organization does something for you that you can’t do on your own, then you know the value is really clear.
