If you are going to market with a joint solution, nothing will kill your alliance faster than a weak joint value proposition.

At the beginning of a go-to-market strategy, everyone must be clear on the joint value proposition. And, this joint value prop must absolutely rely on all partners for a competitive advantage to exist. If any partner can sell to the client with or without the other partner, no competitive advantage really exists. In this case, sales teams end up competing, and conflicts of interest arise.

You can create less chaos by creating a uniform joint solution. This is where the competitive advantage and sales team synergy lies: In this model, you can leverage the power of multiple sales teams to reinforce one value proposition and create a true competitive advantage.

A joint value proposition:

• Creates a true competitive advantage
• Creates simplicity for the client
• Maximizes sales opportunities
• Creates stickiness with your client
• Creates stickiness with your alliance members

Take your time to define, and create a strong value proposition because stronger value prop will attract the strongest partners, therefore increasing your chances to success.