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“Show Me the Money! I Need to Feel It!”

Posted By Administration, Friday, June 20, 2014
Originally posted on 3/5/2013

Starting off with a fun clip from the movie Jerry Maguire, featuring Tom Cruise and Cuba Gooding Jr., Jan Twombly and Jeff Shuman, principals of The Rhythm of Business, kept the afternoon rolling at the ASAP Global Summit today with their presentation “Show Me the Money!: Demonstrating Alliance Management’s Key Strategic Role to the C-Suite.” In it they discussed the three pillars forming the theme of this year’s Summit: “Leadership. Performance. Value” (although not quite in that order).

Twombly and Shuman started with a question: What is value? Is it the same as money? Are there other forms of value? And what sort of value is the CEO expecting to derive from his or her company’s alliances?

Touching on performance, Twombly stressed the need for alliance managers to be more proactive—or even, in Steve Steinhilber’s term, “preactive”—meaning that they must “look around the corners and see far out.”

And when you put value and performance together, Twombly said, you have demonstrated leadership in your alliance.

Then Twombly and Shuman asked the audience: “What should alliance managers do to be perceived as leaders in generating value?” Answers ranged from “owning the asset” in an entrepreneurial sense, to driving the process for the benefit of all parties involved, to aligning the parties so that they “sing from the same hymn sheet,” and aligning to corporate strategy as well.

“You’ve got to link what you’re doing to value,” Twombly concluded. “Look at your calendar, look at your task list—anything in there, can you link it to value? If not, why are you doing it? What are you doing to make the link between performance and value? What can you do?”

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