Strategies for Better Business Partner Matching + Opportunity Sourcing

This milestone study seeks to assess the state of strategic partnering and business development in the SME sector, and the level of competency, success and value derived from this critical business process.

Program Description

The Strategic Partnering Imperative

In a recent executive survey by Frost & Sullivan, CEOs cited strategic partnerships as their number one growth strategy. Big companies today are making strategic partnerships a centerpiece of corporate strategy, committing more than 20 percent of their assets to developing and managing partnerships, notes Frost & Sullivan.

However small to medium sized firms are at a disadvantage. They do not have the domain expertise, business networks, or management bandwidth to support the arduous and time-consuming process of identifying, cultivating and making the right partner connections. No matter whether this is for revenue gain, new market access, product line extension, geographic expansion, customer access, domain knowledge, IP licensing, or capital sourcing. 

Making smarter, more appropriate and functional fits can spur the global economy by multiplying the potential and value of synergistic and compatible partnerships. It can also greatly reduce the vast amount of financial and human energy drain associated with ailing, ill-conceived or dysfunctional linkages.  New ways to create greater efficiency and better utilization of resources and time are critical areas of need in the business development process.

Campaign Platform & Focus

The Business Performance Innovation (BPI) Network and the Chief Marketing Officer (CMO) Council have teamed on a new thought leadership program, entitled “GROW FROM THE RIGHT INTRO: Strategies for Optimal Business Partner Matching + Opportunity Sourcing.” This milestone study seeks to assess the state of strategic partnering and business development in the SME sector, and the level of competency, success and value derived from this critical business process.

Areas of exploration and discovery will include:

  • The role and value of strategic partnerships and alliances in contributing to corporate growth and development
  • Capacity to identify, qualify and secure the right introductions to relevant and valued partners and business opportunities
  • Challenges and complexities associated with selecting, closing and nurturing the right partnerships
  • Reasons for partnership failure and how to manage and maintain relationships
  • The types of strategic partnerships that benefit companies the most, including customer, channel, distribution, technology, strategic, financial, supply chain, outsourced manufacturing, etc.
  • Incidence of formal partnering strategies and how these are implemented, staffed and funded
  • Intentions and plans to improve networking, partnering and sourcing of growth opportunities worldwide
  • Channels, networks or resources that are being evaluated or used to advance business networking and relationship building
  • Variations in business partnering capability across industry sectors, cultures and company sizes
  • Internal systems or outsourced services that are helping to automate and optimize business partnering and customer acquisition

Research will include qualitative interactions with a 20-30 SME leaders and a comprehensive online audit of partnering needs, strategies, predispositions, experiences, challenges, capabilities and outcomes. This will be undertaken in cooperation with Penton, NetLine and The Business Journals. Collectively, these media partners give access to millions of SME executives and business owners across hundreds of industry sectors and local markets. A detailed report will be prepared and taken to market to generate exposure, downloads, Powerlinx platform use, and market predisposition. Content will be promoted and discussed through a variety of engagement strategies including press relations, social media, content syndication, email communications, web site posting, webinars, conferences and dinner dialogues.

Background Perspectives

“Partnering is a logical response to the globalization of markets, increasingly intense competition, the need for faster innovation and the growing complexity of technology. It makes good business sense to connect people, departments, companies, customers and suppliers.”

Growth Resources, Inc. 

“More and more companies are turning to partnering to drive innovation and growth. However, all too often these efforts neglect the importance creating a partnering ecosystem and managing it profitably.”

Lux Research/Inova Software

“If executed successfully, strategic partnerships can deliver access to new markets or customers, accelerate new product development cycles, and improve a company’s competitive position…strategic partnerships represent a path to accelerated growth, but without the cost, risk, or complexity associated with M&A.”

Frost & Sullivan

“In a global environment where collaboration is critical to business success, managing strategic partnerships is a crucial yet elusive competency – almost 50 percent of joint ventures, for instance, fail.”

Center for Digital Strategies, Tuck School of Business at Dartmouth 

For Resources and Leadership Committee, please click here »

Program Sponsor

For a long time, the only people with access to Qualtrics survey software were our closest friends and a bunch of Scott’s MBA students. It was our research clients who pushed us to open up the system and gave us the feedback needed to make it both the easiest to use and most sophisticated research suite on the market.

Program Sponsor

Powerlinx offers a new automated way to match and arrange the right introductions that give companies of all sizes access to new customer or channel opportunities, joint ventures, outsourced innovation, deals, affiliations, alliances, acquisitions, funding and linkages that can generate competitive advantage if embraced and managed effectively. Powerlinx offers a cost-efficient, secure and seamless way to connect intelligently with partner prospects, customer opportunities and acquisition candidates using a global database of 12 million business entities worldwide.

Program Sponsor

The only fully integrated, North America-based global newswire, Marketwire inc. is a full-service partner to IR, PR and MarCom professionals seeking premier distribution, media management, multimedia and monitoring solutions. Marketwire’s customer-centric corporate philosophy focuses on being the best by infusing every aspect of its business with the following core attributes: precision, adaptability, innovation and simplicity. Marketwire delivers its clients’ news to the world’s media and financial communities. With a reputation for technological leadership, Marketwire offers innovative products and services—including social media, search engine optimization, Dashboard Mobile Financial, news dashboard coverage reports, exclusive access to networks such as the Canadian Press Wire network, easy IR and PR workflow solutions and more—that help communications professionals maximize their effectiveness while ensuring accuracy and best practices. Having merged companies (Marketwire and CCNMatthews) in April 2006 and enjoying a combined history of 25 years of service, Marketwire is now majority-owned by OMERs Capital Partners, the private equity arm of one of Canada’s largest pension funds.

Program Sponsor

GlobalFluency is the leader in the Intelligent Market Engagement (IME), a powerful model for building brand authority, shaping market discussion and harvesting new business prospects. The IME model allows companies to directly address and engage with important decision makers and customer audiences to identify, examine and accent critical issues that impact their markets. With a bi-coastal North American office presence in Silicon Valley and New York City, GlobalFluency has 70 member offices in 40 countries around the world.

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BPI Network and CMO Council

The report is based on a survey of 330 senior-level executives around the globe, and in-depth interviews with top executives in the realm of strategic partnerships that sheds new light into the motivations, rewards, pitfalls and proven practices that companies must consider as they seek growth and inspiration through business alliance building.

Available for CLOSE Members. Register or Sign-In to download.

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News & Articles

Facts & Stats

Emerging markets are set to account for 50 percent of the world’s total consumption by 2025. - McKinsey

The average business-to-business purchase is 57 percent of the way through the decision to buy before a supplier sales representative is engaged. - Google