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Making Adjustments: ASAP Global Alliance Summit Now in June!

Posted By Michael Leonetti, CSAP, Monday, March 9, 2020

We’ve all had the experience of an unexpected event that suddenly threw a wrench into our alliances or our lives. Depending on the nature of the event, its magnitude, and how close to home it hits, we generally do our best to understand how the landscape has changed, adjust to the implications, make accommodations, and move forward. Reality may defy our hopes and expectations, but we pick up the pieces, dust ourselves off, and keep getting up in the morning amid the now-altered environment.

So it is with the coronavirus, or COVID-19, whose effects worldwide have already proven serious. Our hearts go out to all those who have been directly affected by this virus, especially the families of those who have died from it around the globe. In addition, this contagious disease—and the fear of it—has already had a significant economic impact, including declines in business and vacation travel and the cancellation or postponement of a number of conventions, conferences, and trade shows in various industries. Most organizations have been forced to respond in some way, whether to shift events to alternative dates or from physical to virtual, to curtail travel to safeguard their people, or to try to limit the damage to their bottom line. Or all of the above.

We at ASAP have faced these challenges as well, resulting in the difficult decision to reschedule our Global Alliance Summit, which had been scheduled for next week, to June 23–25 in Tampa, Florida. In the great scheme of things this move may barely register, but for a member organization like ours, as you can imagine, it’s a big deal. Shifting the Summit to new dates has required a huge and immediate lift on the part of ASAP staff and board, which is ongoing as I write this.

The good news is, the show will go on! I’m very happy that we were able to secure the original conference venue, the Renaissance Tampa International Plaza Hotel, for our late-June dates. I’m even more pleased to report that at present, nearly 75 percent of our presenters, panelists, and moderators have confirmed that they’ll be there.

What this means is that we’ll still have a terrific program, as planned—a program that, as always, includes presentations by some of the alliance and partnering profession’s best and brightest minds and leading lights, including these:

  • A keynote presentation by Steve Steinhilber, global vice president, ecosystems and business development, at Equinix: “Creating Alliances and Digital Ecosystem Capabilities in an Increasingly Platform Enabled and Interconnected World.” Steve ran alliances at Cisco for a number of years, and while there authored the influential book Strategic Alliances: Three Ways to Make Them Work (2008). He was also among those interviewed for our Q1 2020 cover story in Strategic Alliance Quarterly on the rise and far-reaching effects of ecosystems in nearly every industry, and his insights into this important and growing area are sure to be valuable and applicable to any industry.
  • A fascinating panel moderated by Adam Kornetsky of Vantage Partners titled “Big Pharma M&A and Alliance Portfolios: What’s at the End of the Rainbow?” This interactive discussion will feature panelists including Mark Coflin, CSAP, vice president and head of global alliances at Takeda Pharmaceuticals; Dana Hughes, vice president of integration management and alliance management at Pfizer; and Jeffrey C. Hurley, senior director, GBD global alliance lead at Takeda. These longtime ASAP members will share their recent M&A experiences, provide insights into how alliance portfolios have been managed through the transaction process, and engage participants in sharing additional perspectives critical for unlocking and maximizing the full value of an alliance portfolio.
  • A presentation by Dan Rippey, director of engineering for Microsoft’s One Commercial Partner program, and Amit Sinha, chief customer officer and cofounder of WorkSpan, called “How the Microsoft Partner-to-Partner Program Is Disrupting the Way Technology Companies Are Leveraging the Power of Ecosystems for Business Growth, Customer Acquisition, and Gaining a Competitive Advantage.” With the rise of ecosystems has come the increasing deployment of partner-to-partner (P2P) programs, and Microsoft’s may be the largest on the planet, connecting partners directly with each other to deliver value to customers without Microsoft’s intervention. Powered by WorkSpan Ecosystem Cloud, this program increases profitability by selling solutions from one or more of Microsoft’s partners, achieving faster time-to-market by leveraging prebuilt joint solutions, closing larger deals, and reaching more customers by co-selling with other Microsoft partners for a bigger joint pipeline. This new model of partnering has wide applicability and Dan and Amit’s description of how it works is a must-hear.
  • Another terrific panel moderated by Jan Twombly, president of The Rhythm of Business, called “Biopharma Commercial Alliance Management Challenges.” Panelists will include Brooke Paige, CSAP, ASAP board chair and former vice president of alliance management at Pear Therapeutics; and David S. Thompson, CSAP, chief alliance officer at Eli Lilly and Company. In the long life of a successful biopharma alliance, the commercialization phase brings its own particular challenges and problems. This panel promises to be a lively discussion of such topics as how alliance managers deliver value in a commercial alliance, considerations for driving alignment in local geographies and at a corporate level, aspects of alliance governance to get right to maximize value, and much more.

I’m not indulging in hyperbole when I say that these are just a very few of the highlights. Again,  more than three-quarters of the original Summit agenda is planned  to remain intact—including preconference workshops, single-speaker presentations, illuminating panel discussions, and of course, valuable networking opportunities.

We know there are many factors governing decisions on where to travel and why—especially under current conditions. But we’re confident that even after shifting to the June dates, we’ll be fielding a stellar lineup at the Summit in Tampa—one you’ll want to be present for. If you haven’t registered yet and/or for whatever reason were uncertain about attending in March, you now have some extra time to decide.

Additionally, the Renaissance has set up a new block of rooms at our discounted rate of $219.00+ per night. To book your room for the new conference dates, please click on the link below:

https://www.marriott.com/event-reservations/reservation-link.mi?id=1583953400577&key=GRP&app=resvlink

Let’s all try to plan for normal again! Won’t you join us? I hope to see you in Tampa!

Tags:  alliances  Amit Sinha  biopharma  Brooke Paige  Dan Rippey  Dana Hughes  David Thompson  Ecosystems  Eli Lilly and Company  Equinix  Jan Twombly  Jeffrey Hurley  Mark Coflin  Microsoft  P2P  partners  Pfizer  Steve Steinhilber  Takeda  The Rhythm of Business  Vantage Partners  WorkSpan 

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Increasing Strength through P2P Muscle Building (Part 2): Cisco and SMART Partnering Execs Delve into the ‘Value Exchange Challenge’ at 2018 ASAP Tech Partner Forum

Posted By Cynthia B. Hanson, Monday, October 15, 2018

2x, 5x, 10x. How can companies gain extra oomph and advantage in the emerging multi-partner, multi-industry ecosystem? That’s the central theme of the session “Value Exchange Challenge: Building the New P2P Ecosystem Partnering Muscle” being offered at the 2018 ASAP Tech Partner Forum, “Reimaging Part­nering in a Disruptive World,” on October 17 at the Four Points by Sheraton, San Jose Airport, San Jose, California. The session will be presented by two speakers: Lorin Coles, CSAP, CEO, Alliancesphere, and principal, SMART Partnering; Kashif Abbasi, senior director, partner sales acceleration, global partner organization, Cisco Systems, Inc. I had the pleasure recently of talking at length with Coles, an animated and crisp speaker, about the driving force behind the session and the accompanying Cisco case study. Part two of our discussion follows.

ASAP Media: How does Cisco Systems enter into this value exchange equation as a case study?

We will lay out an example to understand the transformation Cisco is going through according to customer needs. Their new market model is built around new consumption and outcome-based models that go to market. At Cisco, they had to go beyond selling recurring software. It was no longer about landing the deal. It was about consumption and adoption in the entire customer lifecycle, and adoption to expansion to renewal. What they had to realize was that they had to help orchestrate the ecosystem and scale out this capability. They needed a scaling engine where they had different programs, different pipelines of enablement, automation, and sales acceleration. One of their areas of sales acceleration that is co-delivered with Alliancesphere is called ACES, which stands for Accelerating Cisco Ecosystem Sales, to take the complexity out and accelerate muscle building. ACES@Scale co-develops this methodology for its use partnerships and a framework to accelerate multiparty solution sales. It’s a proven methodology to sell Cisco architecture through 100% ready solutions with a faster time to booking. The key is bringing packaged solutions to market for their channelmulti-partner solutions all the way to resellers.

What else will you be covering in this session?

We will close it off by talking about the future of co-selling, which is all around the customer, the buyers, and the solutions. And it’s really about empowering the partners to exchange value from both the buyer and seller journey to help all parties realize the desired business outcomes. We will provide point of view on complexity of solutions versus buyer dynamics. Based on different co-selling scenarios, we will determine the best way to work with your partners. It’s a muscle that needs developing at all levels of organizations: from the executive team to management to the frontline - not just the sellers or tech team. The whole organization has to begin to work and operate differently.

What is driving the change, this need for a P2P muscle-building approach?

The change in the market and what customers are looking for: real solutions to solve problems in more proactive ways that eliminate the friction and focus on their needs and deliver to their outcomes. This kind of capability muscle is incremental. Building out the muscle and muscle memory becomes more effective the more you do itit gets stronger and stronger. It will become the core to the future of business. We’re going to look at it from a market and customer view, what it could mean to the audience, and then open it up to a Q&A session.

See part one of this blog and follow the ASAP Media team’s ongoing coverage of the October 17, 2018 ASAP Tech Partner Forum on the ASAP Blog at www.strategic-alliances.org.  Learn more and register for the ASAP Tech Forum at http://asaptechforum.org

Tags:  Alliancesphere  Cisco Systems  cross-functional  digital transformation  enablement  engagement  execution  Kashif Abbasi  Lorin Coles  P2P  partner  partnering  SMART Partnering  The Rhythm of Business  value creation 

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Increasing Strength through P2P Muscle Building (Part 1): Cisco and SMART Partnering Execs Delve into the ‘Value Exchange Challenge’ at 2018 ASAP Tech Partner Forum

Posted By Cynthia B. Hanson, Thursday, October 11, 2018

2x, 5x, 10x. How can companies gain extra oomph and advantage in the emerging multi-partner, multi-industry ecosystem? That’s the central theme of the session “Value Exchange Challenge: Building the New P2P Ecosystem Partnering Muscle” being offered at the 2018 ASAP Tech Partner Forum, “Reimaging Part­nering in a Disruptive World,” on October 17 at the Four Points by Sheraton, San Jose Airport, San Jose, California. The session will be presented by two speakers: Lorin Coles, CSAP, CEO, Alliancesphere, and principal, SMART Partnering; Kashif Abbasi, senior director, partner sales acceleration, global partner organization, Cisco Systems, Inc. I had the pleasure recently of talking at length with Coles, an animated and crisp speaker, about the driving force behind the session and the accompanying Cisco case study. Part one  of our discussion follows.

ASAP Media: Why is value so central to your presentation?

Lorin Coles: The core of all partnering and partnerships is really about value and trust. When two companies come together, they are looking for where and how they can help each other create greater value for the customer. That’s a value exchangeit occurs at multiple levels with multiple people in alliances. Partnerships in the past had specific way that they did it. Now, because of digital transformation and the speed, scale, and scope of change, it’s more complex than ever to create contextually relevant value for your partners and customers because there are new buyers, and the solutions are more complex. If there is no value, it’s difficult to partner. Value is the cornerstone in everything we do. The value exchange is where and how we are going to partner together.

How can companies build Partner-to-Partner (P2P) ecosystem partnering muscle?

Partnering evolves over time just like sports evolves over time. You need to go from enablement to engagement to execution. You do that by working cross-functionally at multiple levels with companies.

It’s important to understand the different personalities of your partner and the audience, the difference between partner types, and the functionthe marketing, sales, and product people and the roles they play in the partnership. And more importantly than ever, you need to understand the value exchange.

Building that new muscle is something a lot of people can’t do because it takes connecting dots that others don’t see. It’s important to determine if you are a novice, intermediate, advanced, or expert when building up this muscle. Companies are becoming more and more dependent on partnering and need to learn how to partner in more proactive ways than before. They need to understand when and where to bring in partners, how to leverage partners. The process is different than before because it’s across an ecosystem.

How does Cisco Systems enter into this value exchange equation as a case study?

We will lay out an example to understand the transformation Cisco is going through according to customer needs.

See the remainder of our discussion with Lorin Coles in part two of this article and follow the ASAP Media team’s ongoing coverage of the 2018 ASAP Tech Partner Forum on the ASAP Blog at www.strategic-alliances.org. Learn more and register for the 2018 ASAP Tech Partner Forum at http://asaptechforum.org

Tags:  Alliancesphere  Cisco Systems  cross-functional  digital transformation  enablement  engagement  execution  Kashif Abbasi  Lorin Coles  P2P  partner  partnering  SMART Partnering  The Rhythm of Business  value creation 

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