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The Beatles, Alliances in the C-Suite, and a Company Built on Strategic Partnerships (Part 2): Citrix Chief Marketing Officer Kicks off the ASAP Global Alliance Summit

Posted By John W. DeWitt, Tuesday, March 27, 2018

ASAP Global Alliance Summit keynoter Tim Minahan, an English and political science major and graduate of the Kellogg School of Management’s Chief Marketing Officer Program, joined $3.2 billion Citrix about two years ago. The senior vice president of strategy and chief marketing officer framed his presentation around the theme of “everything I ever needed to know about strategic alliances I learned from the Beatles.”

His first point—“or what I learned from John, Paul, and Ringo”—emphasized the importance of driving growth “With a Little Help from My Friends,” a hit song from 1967’s Yellow Submarine. “The fastest way to grow, to scale, is to trade on someone who has established networks and relationships,” Minahan explained, referring back to the beginnings of Citrix nearly three decades ago. “Back then it was Microsoft—so it made tremendous sense that founders of Citrix made a business out of making it easier for IT to migrate to the Microsoft platform,” he said.

“This carries through even to today,” Minahan continued. “Today, on day one, we’re there to provide our solutions whenever Microsoft launches new solutions. …  As many of you know, Microsoft has a sell-through model. So we’ve predicated our investment, ensuring we’re building the right enablement and incentives for Microsoft and its channel partners.” The size of this partnering opportunity? He cited projections of “a $1 trillion market cap business for Microsoft migrating to the cloud.”

Minahan talked in some depth about swimming in the sea of coopetition, including how Citrix has partnered with Google and Cisco to enable functionality for Microsoft’s office software on the latest generation of Android phones. He peppered his talk with repeated references to “incentivizing your partners” and emphasized one of his key initiatives to radically streamline marketing Citrix campaigns and make joint marketing much simpler for partners.

“When I joined Citrix two years ago, we had over 40 different marketing campaigns. It was very difficult for alliances partners and salespeople to understand,” he explained. “This year, we have three primary campaigns aligned with business outcomes: employee experience and productivity, security and compliance, and choice. We’ve lined up our leading strategic alliances within each of those. … That’s the type of investment we’re making to drive up the ROI,” he added.

“Alliances is really a strategic leader,” Minahan noted during the Q&A that followed his talk. “I elevated our alliance marketing leader. She sits on the marketing leadership team, and we include strategic alliances as we build the market plan, not as an afterthought. That also signals to our organization and our partners that we are very serious about alliances.”

Other Beatles-inspired alliance management insights from Minahan included:

  •  “Come Together”—“make yourselves an essential component by fostering value between partners.”
  • “Tax Man”—“find a common enemy. It could be a common business challenge, not necessarily a competitor.”
  • “A Day in the Life”—“always put the customer first.”
  • “Help!”– “make the investment to ensure our partners and channel can be successful and—I can’t say it enough—incentives.”
  •  “Revolution”—“have a common vision for a better future. We all want to be a part of something great that is transforming the world.” 

Tags:  Alliances  Cisco  Citrix  C-Suite  Google  marketing campaigns  Microsoft  strategic leader  Strategic Partnerships  Tim Minahan 

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