The share of revenue influenced by partners has grown to 40%, yet 60% of partnerships will fail! We must urgently solve this problem as customers demand innovations faster—while cloud, big data, and APIs are creating new opportunities for more innovative joint solutions and interdependent go-to-market initiatives than ever before.
We think partners are underserved by “one-off press releases”, “one-keynote” mentions, and being treated as “ATMs” to augment sales. Every company must transition away from seeing partnerships as mere “reselling”—to engaging in joint value creation along the entire customer journey. Successful alliance management requires creating unique joint solutions, communicating “better together” value propositions via joint marketing, and winning shared customers with joint selling.
Today, partners are seen as “outsiders” and assigned hierarchical labels with “gold”, “silver”, and “bronze” status. This “us vs. them” thinking keeps partners at arm’s length. Partners are shackled by labels that stifle creativity and innovation. The next massive new market opportunity could easily come from a “bronze” partner that you’ve relegated to the backwater of a rigid partner landscape. Partnerships should be relationships that you nurture, not tiers to be managed.
Organizations that can operate across company boundaries more fluidly will be strategically positioned to accelerate their business opportunities and win the market hands-down! Instead of one-way portals, networks are needed where go-to-market innovations with 3-way (e.g. Cloud Provider, App Provider, System Integrator) or n-way partnerships can thrive.
Marketing and sales technology has exploded with new offerings every day. Unfortunately, that innovation has been inwardly focused, limiting the impact to single-company silos. While every line of business—from HR, to marketing, to sales—has technology enabled to plan, build, and measure success, alliances are still run on spreadsheets and opinions (“it’s going well”). A new class of enterprise solutions is needed that serve ecosystems with processes that easily cross company boundaries, utilize shared data and insights, and work for a network of users across companies in a secure way. This new approach challenges current thinking where enterprise applications treat a single company as primary citizen, and everyone else as secondary.
Imagine a world where you and your strategic partners’ alliance, marketing, and sales teams work together on a single cross-company network with shared processes to collaborate and drive revenue together. This new world allows you to:
We're on a mission to tear down the walls that impede strategic alliances from delivering exponential impact to the business.
We enable teams to span boundaries and unleash the full potential of their go-to-market network.
We build for people and treat each and every one as first-class citizens so they can engage with colleagues and partners on shared processes and data—optimizing everyone’s effectiveness in The Go-To-Market Network for Alliances.
We believe spanning boundaries is critical for alliance, marketing, and sales professionals to deliver growth. The most successful go-to-market teams can easily span internal and external boundaries to share ideas, be resourceful, and influence outcomes.
We believe in building truly great products and relationships for the long term. WorkSpan earns and builds trust between our customers, their partners, and their agencies by making everyone’s shared success our constant guiding principle.