Partnering

Partnering & Business Development

 
Don’t allow the sales organization to recruit strategic business partners — alliances or true partnerships. Why? Salespeople aren’t strategic; they’re tactical.

With monthly sales quotas to meet, salespeople aren’t trained or motivated for business development — to identify, recruit, and enroll compatible members of the indirect channel. Using them in this role will hamper and jeopardize your brand.
 

WEAK BRAND => Haphazard Business Development => WEAKER BRAND

 
Strategic partners must have and maintain brand congruity with your firm. It follows, then, that salaried people — those compensated to take the long view — must manage and, yes, babysit them.

NOTE: Channel companies are not customers — they are business partners. Never refer to them, or treat them, as customers. Never!

As depicted below, all products, channels, and programs derive from the targeted customer segment. That’s why it’s imperative for business development to operate within marketing — run by street-savvy, customer-focused professionals.