Norma Watenpaugh

Analysts report that 90% of B2B sales are partner-led or partner-influened. A typical technology sale today includes five to seven partners fulfilling every role in the customer decision-making process and ongoing success. The research in this e-book backs that up. If you are not managing the partner experience then there is big gap in your customer experience strategy that involves orchestrating the ecosystem engagement to make for a better customer experience. And long term growth and… Show more

Analysts report that 90% of B2B sales are partner-led or partner-influened. A typical technology sale today includes five to seven partners fulfilling every role in the customer decision-making process and ongoing success. The research in this e-book backs that up. If you are not managing the partner experience then there is big gap in your customer experience strategy that involves orchestrating the ecosystem engagement to make for a better customer experience. And long term growth and success. Show less

The Recession Pivot: A New Agile Twist on a Familiar Story.
The slowing economy and rapid shifts in buying behavior in response to this unprecedented (at least in our lifetimes, unless you are 102 years old) global health crisis are elevating alliance managers’ nose for value creation and eye for product strategy, but they will need the olfactory senses of a hound and the speed and cunning of a fox in order to reconfigure partner networks, solution-development objectives, and supply chains… Show more

The Recession Pivot: A New Agile Twist on a Familiar Story.
The slowing economy and rapid shifts in buying behavior in response to this unprecedented (at least in our lifetimes, unless you are 102 years old) global health crisis are elevating alliance managers’ nose for value creation and eye for product strategy, but they will need the olfactory senses of a hound and the speed and cunning of a fox in order to reconfigure partner networks, solution-development objectives, and supply chains because there is no time to waste, especially in high-tech. Show less

It’s no secret that companies of all sizes are facing some daunting challenges in digital transformation, globalization and the constant pressure to do more with less. More and more companies seek out partners to buffer the impact, gain skills and access innovation. Yet the daunting truth is that the majority of alliances fail. Why? They lack the essential ingredients for success. Here are 10 of the ingredients I've found are most important for getting partnering right.

Build, Buy, Partner outlines the challenges of product management and discusses the critical issues that product marketers and managers face. This article also reviews the benefits and trade-offs of each strategy, the objectives to analyze and to determine which strategy fits the company’s situation and the customer’s needs.
This article was the 2018 cover feature and first of the 2018 series of Alliance Excellence Essentials.

Now you and your partners can have the tools, standards, and processes for partnership success—essential knowledge if you want to thrive in in today's collaborative world—under your thumb.

This third edition is the work of a very broad and diverse team of 30+ contributors, all of them certified alliance professionals, led by Norma Watenpaugh, the managing editor and Best Practices Chair.