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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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Partnering and Digital Transformation: A Preview of the June 7 ASAP Tech Partner Forum with Erna Arnesen, CSAP

Posted By John W. DeWitt, Monday, June 5, 2017

A highlight of the 2017 ASAP Global Alliance Summit in San Diego was spending some quality conversation time one evening with Erna Arnesen, CSAP—a well-known and widely respected figure not just within ASAP but also in the high-tech community, where she’s been recognized as one of “Silicon Valley’s Women of Influence” by the Silicon Valley / San Jose Business Journal. Erna—who is chief channel and alliance officer at ZL Technologies—flew into San Diego and arrived at the Marriott Mission Valley in the late evening as I was chatting in the closed hotel bar with Greg Burge, CSAP, immediate past president of the ASAP Silicon Valley Chapter. She must have been tired, but the always-friendly Erna joined us and, at Greg’s prompting, recounted several experiences “back in the day” as one of the late Steve Jobs’ right-hand executives at NeXT (remember that very cool black workstation?). I asked her point-blank what the famously mercurial Jobs was like to work with. She recalled a number of times when Jobs was amazingly gracious—but had a different memory of the day Jobs got the news she was leaving the company for another position. (You’ll have to ask her yourself for the details.)

I caught up again with Erna this week upon her return from a European business trip. Her latest endeavor on behalf of the ASAP and high-tech community is helping to organize the Wednesday, June 7, 2017 ASAP Tech Partner Forum. Since January, she has been working with Greg and a core group of other leaders in ASAP’s Silicon Valley Chapter, including current chapter president Ana Brown, CSAP, of Citrix, Norma Watenpaugh, CSAP, of Phoenix Consulting Group, and Jennifer Ames-Hoskins, CA-AM, from Microsoft, along with ASAP staff executive Diane Lemkin. The event—focused around how to “collaborate at the speed of digital transformation”—is hosted by gaming processor board maker NVIDIA.

Erna also is the facilitator of a pivotal panel discussion on “Strategies You Need to Partner Everywhere,” where she will be joined onstage by Steen Graham, general manager, IoT ecosystem/channels, Internet of Things Group, Intel, Maria Olson, CSAP, VP of global and strategic alliances at NetApp, and Andres Sintes, Cisco’s global senior director, partner GTM, digital transformation & IoT. I asked Erna to talk about how the ASAP Tech Partner Forum came about, and what she plans to discuss with her fellow panelists.

ASAP Media: How did the ASAP Tech Partner Forum come about?

We knew about how the ASAP BioPharma Conference got started a few years back. We thought we’d start with a one-day event that would be a Tech Partner Forum—something specifically centered in Silicon Valley, less time-consuming than a multi-day summit, primarily targeting the Bay Area but encouraging people outside the region to come, and catering to high-tech partnering and strategy. Our first choice for location was Silicon Valley, not San Francisco, which is a different audience.  Silicon Valley attracts established companies as well as startups and has the big hardware and software players—SAP, Google, NetApp, Cisco, NVIDIA, etc. The audience is robust and we have quite a few Silicon Valley Chapter members attending. I see this as our opportunity to support our local high-tech ASAP membership and as an opportunity to engage non-members and expand the visibility of ASAP through both speakers and participation of attendees we could attract.

You’ve got an impressive and diverse lineup of executives from leading tech companies on the program and specifically in your panel. How is the day organized and what topics are you planning to tackle in your session?

Our theme is the strategy for partnering in the era of, and with the speed of, digital transformation and the Internet of Things. When we planned the program, we split the overall event into three major pillars:  strategy, execution, and tools. In the opening session NVIDIA will talk about the speed of alliances—they are known for being a fast-moving partnering company. Then there’s the strategy panel that I am moderating.  In the afternoon, execution and tools is the last panel of the day, prior to a networking reception.

In our strategy session, first of all, the Internet of Things (IoT) is really important to understand. What’s the ecosystem and channel strategy of companies around IoT? Two of the three speakers are focused on this as their full-time jobs—Andres Sintes and Steen Graham work on behalf of their companies to build ecosystems with partners that are expanding their footprint in digital transformation and IOT. We will start out with how to define IoT, the speakers’ role in go-to-market (GTM) strategy, and what’s the collaboration model for multi-vendor, multi-partner collaborations—more than two partners coming together, which is often the case for IOT and digital transformation.

ASAP Media will preview other critical and challenging topics on the agenda at the June 7, 2017 ASAP Tech Partner Forum in Part Two of our Q&A with Erna Arnesen. Learn more and register for the event at www.asaptechforum.org.  

Tags:  Andres Sintes  ASAP Tech Partner Forum  Cisco  Digital Transformation  Erna Arnesen  execution  Google  go-to-market (GTM)  Greg Burge  Internet of Things (IoT)  Jobs  Maria Olson  NetApp  NVIDIA  Partnering  SAP  Steen Graham  strategy  tools  ZL Technologies 

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