Partner Strategy Framework
Web, cloud, and other software companies are in the enviable position of having low marginal cost of goods. Despite this highly leveraged model, most software companies think fairly narrowly about their partner strategy, focusing on resellers and strategic alliances. Progressive software companies take a platform approach including a broader view of the partner ecosystem. Partner channels don’t optimize themselves. It takes thoughtful planning and focused execution to design and manage a full partner ecosystem. This e-book walks through a detailed framework for software companies to maximize the value of upstream partners (platform vendors), managed partner alliances, breadth (program-managed) partners, and the developer ecosystem. The purpose is to grow 1) partner loyalty, 2) revenue, and 3) brand goodwill.
The Partner Strategy Framework model referenced throughout this e-book describes the maturity model for nurturing relationships and sales across development (software) partners. The verbs at each point of intersection in the model encapsulate the key action to focus on. In addition, a treatment of services (SI) and reseller (VAR) partners is provided, as well as summary guidance for partner leadership.
This e-book was derived from the ISV Strategy Blog (www.competegy.com/isv-strategy-blog) and has been edited substantially based on subsequent feedback and review. Additional copies of this e-book are available at www.competegy.com. Questions and comments are welcomed at the ISV Strategy Blog or direct to Larry.Gregory@Competegy.com.

Competegy helps web, cloud, and software companies maximize their partner channels through improved programs and relationships. This includes developing effective teams and programs for managed partners, breadth partners, upstream vendors, and the developer community.

Competegy, LLC

www.competegy.com

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Table of Contents
Partner Strategy Framework Model ....................................................................................................................... 3
The 4 Stages of Partner Development ................................................................................................................ 4
Strategic Alliances ................................................................................................................................................... 5
Strategic Alliances - Reach .................................................................................................................................. 5
Strategic Alliances - Enable ................................................................................................................................. 6
Strategic Alliances - Activate ............................................................................................................................... 7
Strategic Alliances - Sell....................................................................................................................................... 8
Breadth Programs ................................................................................................................................................... 9
Breadth Programs – Reach .................................................................................................................................. 9
Breadth Programs - Enable ............................................................................................................................... 10
Breadth Programs - Activate ............................................................................................................................. 11
Breadth Programs - Sell..................................................................................................................................... 12
Developer Ecosystem ............................................................................................................................................