My Profile   |   Print Page   |   Contact Us   |   Sign In   |   Register
ASAP Blog
Blog Home All Blogs
Welcome to ASAP Blog, the best place to stay current regarding upcoming events, member companies, the latest trends, and leaders in the industry. Blogs are posted at least once a week; members may subscribe to receive notifications when new blogs are posted by clicking the "Subscribe" link above.

 

Search all posts for:   

 

Top tags: alliance management  alliances  collaboration  partnering  alliance  alliance managers  partner  partners  alliance manager  partnerships  ecosystem  The Rhythm of Business  partnership  governance  Jan Twombly  biopharma  Strategic Alliance Magazine  Eli Lilly and Company  Vantage Partners  IoT  ASAP BioPharma Conference  healthcare  NetApp  strategy  2015 ASAP Global Alliance Summit  Cisco  communication  IBM  innovation  Strategic Alliances 

“We Need Partners—Fast!” Leveraging Partnerships to Respond to Paradigm Shifts

Posted By Michael J. Burke, Friday, November 15, 2019

For old established companies, responding and adapting to market changes and shifts in technology and consumer buying behavior can be especially difficult. When the old ways of doing business no longer bring in the revenue they once did and the once-revered firm struggles to maintain its top market position, entrenched internal processes and stagnant thinking can lead to a steady decline—or worse, an “extinction event” that topples the old behemoth.

            That might have been the case for Philips Lighting, which was spun off by Philips in 2016 with a new name, Signify (but still uses Philips branding for hardware products). Philips began its life in 1891 as Royal Philips, and was a market leader in lighting for at least a century thereafter. According to Ivo Rutten, vice president and head of global strategic alliances for Signify, the history of lighting amounted to approximately “110 years of tranquility followed by four major paradigm shifts in two decades.” He made these and other observations as part of his keynote address on the second and final day of the ASAP European Alliance Summit held Nov. 14–15 in Amsterdam.

            He even went so far as to compare these paradigm shifts to “the meteors that killed the dinosaurs.” The four paradigm shifts were the advent of LED lighting, lighting systems, services centered around lighting, and “light as a language,” involving the increasing use of Internet of Things (IoT) technologies.

            A company whose main business was ordinary consumer lighting found that this line of business was no longer so important. “Everything the company was based on was wiped away,” Rutten acknowledged. So in order to deal with these successive meteor strikes—and not to end up as dead as the poor dinosaurs—Signify realized that it “needed partners—fast.”

            And it was all very well to develop new lighting systems, services, and IoT applications and move into B2B. But to get businesses to buy and install them? IT managers at companies would say, “Philips? In my network? No way. I’ll be hacked.” Philips/Signify had no credibility in this area, so it had to seek out partners that would help it gain entry.

            A big one was and is Cisco, which could help with its own reputation in IT to pave the way. Now Signify could say, “You won’t be hacked—just ask Cisco,” Rutten said. Cisco’s credibility in network hardware and Signify’s lighting expertise combined to make a unique and appealing value proposition.

            But in order to partner effectively, Signify had to learn and develop a number of partnering best practices. Among the most important, according to Rutten:

  • Establishing clear objectives for the alliance—e.g., additional growth, alliance-attributable revenue, access to a channel, improved technology
  • Ensuring alignment in both companies, or as Rutten said, “Nail it tight”
  • Set up rigorous processes to run the alliance
  • Get “everyone on the bus” by incentivizing the sales force

Added to these must-haves, Rutten said, were a number of key insights, including:

  • An alliance is not necessarily a “regular business relationship” and may be relatively nontransactional
  • There should be a combined value proposition
  • Both companies must benefit beyond normal business returns
  • The financial impact—and the risk—may go well beyond normal business
  • Partners need to be continually aligned and realigned—which means explaining and re-explaining the what, why, and how of the alliance, internally and externally
  • The alliance should have similar importance to both parties
  • Local sales forces in both companies should become self-motivating

Although not purely transactional, it’s a reality that in an alliance each party must give and get, or as Rutten said, “Their contribution must match our needs.” He noted the importance of creating a balanced first-draft term sheet—“our end and your end”—and putting it in front of the partner before moving on to a dialogue and working out differences, aligning objectives, etc.

            As in other companies, the governance structure of significant alliances involves three tiers: day-to-day alliance management, decision making by a joint steering committee, and C-level interaction by the heads of both companies.

            Such principles and practices are important enough in a one-to-one alliance, such as with Cisco, but even more so when multiple partners are involved, as in the Philips HUE ecosystem, which blends security, lighting automation, the setting of events, tasks, and routines at home, a user-friendly interface that responds to voice or phone commands, and full integration into a smart home.

            To make HUE operational, an ecosystem was needed, involving many partners including Apple, Amazon, Nest, and Bosch, as well as more than 50,000 third-party developers who have so far put up over 900 apps on the Android and Apple platforms. As Signify and its many partners move forward, more use cases will be identified and the whole ecosystem will become an expanding universe—at least until the next meteor hits.

Tags:  alliance management  ASAP European Alliance Summit  B2B  c-level  ecosystem  integration  Internet of Things  IoT applications  Ivo Rutten  joint steering committee  one-to-one alliance  partners  Philips Lighting  platforms  Royal Philips  Signify  strategic alliances 

Share |
PermalinkComments (0)
 

Sellers, Partners, and Customers: Reorganization, New Tools, and New Mindsets Drive Change in the Channel at National Instruments

Posted By John W. DeWitt, Wednesday, March 27, 2019

Before they headed home to Austin, Texas, I caught up with longtime friend Penny Wright, CA-AM, and a new friend (i.e., first-time attendee and presenter) Jimmy Hwang from National Instruments after their session “Connecting Teams and Systems to Advance Channel Opportunities” on Wednesday, March 13, the final day of the 2019 ASAP Global Alliance Summit in Fort Lauderdale, Florida. Hwang is principal manager, alliance partner program; Wright is global enablement manager on NI’s sales and partner enablement (channels) team. Before NI’s recent reorganization, Wright and Hwang worked on the same team in a matrix structure; now they still work (and present) together, but are housed in different functional areas. In tag-team fashion, the two walked me through the story—and lessons learned—that they shared with the engaged group that attended their session. Here’s a segment of our discussion—you’ll find more of our conversation in forthcoming Strategic Alliance publications.

ASAP Media: What was the purpose of your presentation and what did you talk about?

Jimmy Hwang: The purpose of our presentation was to share the work we have been doing—to share best practices. In terms of how we use systems and tools, we’re trying to adapt to the changes that are happening internally at NI. Two important changes have occurred. The first one is we are focusing on three key industries where our platform is highly differentiated and we see the biggest opportunity to grow. NI serves a wide range of customers in a broad range of industries and applications—and we will continue to do that, but at the same time we are focusing more on our transportation, aerospace/defense/governments, and semiconductor customers. We want to maintain whatever we are doing—but in terms of incremental future investment, we’re want to deepen our relationships and solution offerings to the customers in these three industries.

Second is a change in how we provide sales coverage for our alliance partners. Sellers used to have a mixed book of accounts —for example, I’m a sales person for Texas, and as long as customers and partners are in Texas, they are my account. What’s changed is that we carved out partner accounts and establish a dedicated and separate sales coverage for them. Now, we have partner sales managers, responsible for a set of partner accounts, and they don’t own any end user accounts—all t do is to manage partner accounts. If I’m a regular account manager, that’s what I do—I manage end user accounts. This clarifies the role within sales, delivering more value to customers, partners, and National Instruments.

Penny Wright: We talked about there being a lot of friction over lead sharing. Because of that historical [organizational] setup, our partners were hesitant to share their leads with NI sellers, and sellers who said, “I’m not going to bring partnering into this opportunity because it’s going to bring my commission split down. We have implemented a standard GTM and account planning process where partner sales managers are now driving those integrations and collaborating with those sales account managers.  We adjusted our commission structure to break down the boundaries to opportunity sharing and incentivize sellers to bring partners in earlier in the buying cycle. We actually did that before the reorganization—one of the first steps to getting sellers on board.

From a tools standpoint, in 2013 we brought on our PRM system, Impartner, and were able to stand up a customer-facing directory, allowing partners to manage their own profiles and giving them the ability to market themselves for free. We don’t charge for that, it’s part of their membership. This really enabled us to get our salesforce more educated on who our partners are—it’s almost a sales directory for our sellers to find our partners, so it’s not just the customers who use it to locate a partner.

National Instruments also really was behind on industry tools for CRM. We had homegrown Oracle-based systems that were internally developed, but three years ago, an external sales vice president came onboard and said, “No, we’re standardizing on Salesforce.”

ASAP Media: What are other technology updates and how is the transition going for NI and its partners?

Jimmy Hwang: Because of the now separate, dedicated sales coverage for partners, there is an even stronger need to facilitate the collaboration between our sellers and the partners. So that’s why we introduced the connector module to connect the two systems—Salesforce and Impartner. 

Penny Wright: It’s worked out really well. We have an entire Salesforce business team internally, and that’s all they do is optimize our Salesforce instance. Everybody has tools, connecting with our install base of customers. They can do outbound marketing by connecting to our Eloqua marketing automation. We’ve replaced our internal sales opportunity systems and how we did quoting and pricing and commissions. Now that sales is standardized on Salesforce, Jimmy can pull a report from Salesforce and see partner opportunity pipelines by industry and application focus areas.

We’ve made a lot of progress, but are still just scratching the surface of where we want to go. And a lot of the things that we’ve been working on for years in the alliance program management team are now being adopted because the of the recent business strategy shifts. We now fully recognize that we’ve got to focus and bring our partners into our go-to-market activity. It’s an exciting time for NI and our partners and these efforts have put us in a really good place and position to support the global go-to-market strategy.

See more of the ASAP Media team’s comprehensive, on-site coverage of the 2019 ASAP Global Alliance Summit on the ASAP blog and in forthcoming Strategic Alliance publications.

Tags:  Channel  go-to-market strategy  Impartner  Jimmy Hwang  National Instruments  partners  Penny Wright  PRM  Salesforce  tools 

Share |
PermalinkComments (0)
 

‘Running on Ice’: Creating a Winning Partnering Team When the Odds Are Against You—Part 2

Posted By Cynthia B. Hanson, Wednesday, March 13, 2019

“Just getting on the track was a challenge,” Donna Peek, CSAP, vice president, global alliances at Genpact, said during a creative session “Cool RunningsThe Road to Building New Alliance Capability” co-led by her colleague Scott Valkenburgh, CSAP, vice president, global alliances leader. She was further explaining their analogy of their process of building a winning bobsledding team, much as was done for the 1988 Olympics by a Jamaican team (see Part 1 of this blog for background on the movie used to frame for their session).  The analogy was particularly near and dear to Peek’s heart because her grandmother is Jamaican, she said, while modeling her yellow jacket worn for the event. Peek continued to describe Genpact’s challenging experience transitioning into a partnering mindset where they created teams capable of “running on ice.”

“Our organizations are filled with sellers with no partnering experience. We didn’t know how to think about partnering. So we created a  quick and easy checklist to answer the existential question: To partner or not to partner?” explained Peek to rippling laughter throughout the room. The list highlights the following key questions:

  1. Should we consider partnering?
  2. Will partnering increase the likelihood of winning?
  3. Can we team with this partner?
  4. What are my options other than partnering?

We eventually “had in place the owner, experienced coaches,  growing team, strategy. Now we needed uniforms, equipment, etc.,” she further explained. “And you can’t win races without money. That means getting sponsors and establishing partner programs. … In doing that, we work with all the key stakeholders,” she continued, and then talked about areas in need of alignment with the strategy:

  • Marketing
  • Legal
  • Services lines: “We created our Blueprint 2.0 to … understand their strategies and align with our strategies.”
  • Risk/compliance: “We created a vendor governance office at Genpact—not the most ‘partner friendly’ processes.”
  • Sales and the CRM system: “The very first order of business when contemplating partnering, where we looked at fields to tag partners [in our CRM system to] capture data about partnering.” 

Prepping the training track is another important component, added Van Valkenburgh. “The  challenge is to achieving the “perfect slide”—a bobsledding term. When bringing a bobsled onto the track, and getting people to push it, you need to ask: “How do we know the track is running well and consistent?”

Peek and Van Valkenburgh experienced “the antithesis of what every alliance professional experiences,” he observed. “Senior leadership was behind it, but then you get to the other 89,000 people. So you get the funding, support, and visibility, and then you realize there is  concrete underneath [the snow], and someone melted the ice. ... It’s really apparent on the track that that is concrete, not ice,” he joked. “We are a company of entrepreneurs, but a company of entrepreneurs with 90,000 people is a lot of train wrecks. Systems and processes really matter. So how do you combine that track with the entrepreneurial spirit?” he asked. “The last part was, we don’t have a track. If I don’t produce the results, building out the track doesn’t matter. How do we build this track and get the culture behind it?”

What was one of the best tools Genpact used to reconfigure the organization? An alliance maturity model, said Van Valkenburg.  “Most of us have these complex models, these spider webs. What we created was [a simple] six things.

“If you can get the maturity level to advance, the growth potential is huge,” he noted. “This can be difficult for one-on-one partnerships, but multi-tenancy partnerships are even harder. … You have to spend as much internal time with [your organization’s leaders] building a true connection. Once they believe you are going to build a bobsled team, you are in. Your team skillset matters. The involvement of the leadership matters,” he concluded. “The celebration is with the team, not just the alliance partners.”

Stay tuned for more of ASAP Media’s comprehensive coverage at the 2019 ASAP Global Alliance Summit.

Tags:  alliance professionals  alliances  Donna Peek  Genpact  Global Alliance Summit  partner  partnering mindset  partners  Scott Van Valkenburgh  team 

Share |
PermalinkComments (0)
 

The Living Heart Project: Insights from a Global Collaboration

Posted By John M DeWitt, Wednesday, March 13, 2019

“If We Work Together, Can We Build a Human Heart?” This was the tagline for Steve Levine’s March 12 Leadership Spotlight session at the 2019 ASAP Global Alliance Summit. His captivating presentation detailed, in TED Talk style, his multi-year journey as a collaboration leader to find the answer to this question. (Spoiler alert: The answer is yes.)

Levine is the senior director of life sciences at Dassault Systèmes, as well as the founder and executive director of the Living Heart Project. He holds a PhD in materials engineering from Rutgers University, and in 2015 was elected as a Fellow in the American Institute for Medical and Biological Engineering.

Levine opened his presentation by describing his current company, the 40-year-old Dassault Systèmes, a computer-aided design company that evolved to offer a “3D experience” software platform used by many industries and the public sector. Most cars on the road today, Levine said, are designed by Dassault software, which renders three-dimensional experience with visually as well as technically exact realism. Car manufacturers use Dassault simulation technology to not only design cars, but to crash test them as well. For example, BMW, a Dassault customer, stopped physically crash-testing cars in 2013.

Also in 2013, Levine began to explore the idea of building a virtual human heart, one that could be used to diagnose ailments and educate people about the organ. Even in the big data era, this was a truly enormous task, given the amount of detail that he and his team needed to fit in. They needed new models for tissue, fiber orientations, coupled multiphysics (the electrical impulses that control the heart muscle), valves, and hemodynamics (flow of blood through the heart), among other things.

The medical community already has the understanding of the heart necessary to build a digital one, but that knowledge is “deconstructed,” as Levine says, distributed around the globe in many minds and texts and databases. The single greatest challenge, then, was getting all of that knowledge into one spot, then applying it. Or, as Levine asked the audience, once the pieces are gathered, “Can we put it back together?”

In order to put the heart back together, Levine needed to bring together many of the best medical and engineering minds from around the world (his team had members from 24 different countries) in order to pool their knowledge and capabilities. To accomplish this, while protecting what most partners would consider their proprietary intellectual property, he designed a hub-and-spoke collaboration, with Dassault Systèmes at the center. By centralizing trust, he maximized the amount of information exchanged. Not surprisingly, as trust in the Dassault hub grew, the spokes became increasingly comfortable and increasingly open with sharing their knowledge to support the common mission.

In the end, this Herculean feat of collaboration allowed Levine and his team to launch a completed and realistically rendered digital heart into the cloud in 2015. This digital model is expected to pave the way for personalized heart models, used to determine more exact treatments, safer and faster tests for drugs, image diagnostics, and, one day, for this technology to be applied to a patient’s entire body. Doctors and pharmacists would then be able to better design a specific treatment for the patient in question, with no guesswork involved—because the treatment can be tested on the virtual model before given to the real human.

To learn more about Steve Levine and the Living Heart Project, visit www.3ds.com/heart. Stay tuned to the ASAP blog and Strategic Alliance publications for the ASAP Media team’s comprehensive coverage of the 2019 ASAP Global Alliance Summit.  

Tags:  3D experience  ASAP Global Alliance Summit  collaboration  Dassault Systèmes  life sciences  partners  partnership  Steve Levine  The Living Heart Project 

Share |
PermalinkComments (0)
 

‘Running on Ice’: Creating a Winning Partnering Team When the Odds Are Against You—Part 1

Posted By Cynthia B. Hanson, Wednesday, March 13, 2019

Running on ice. That’s how Genpact’s Scott Van Valkenburgh, CSAP, vice president, global alliances leader and Donna Peek, CSAP, global alliances, described their company’s transition to a partnering mindset in their session “Cool RunningsThe Road to Building New Alliance Capability.” The session took place at the 2019 ASAP Global Alliance Summit “Agile Partnering in Today’s Collaborative Ecosystem” in Fort Lauderdale, Florida.

Despite the challenges, the transition to partnering has served them well: Genpact pulled in $47 million in business in their first year of partnering. The company brought in 8 partners and plans to add 10 more in 2019. But the process “was like running on ice to build the team,” said Van Valkenburgh during a clever retelling of their experience in a session based on the 1993 movie “Cool Runnings.”

The movie is a fictionalized account of the Jamaican bobsledding team that in real life trained for the 1988 Olympics. It was the first time Jamaica competed in the Olympics, and in a category mismatched for a country that rarely sees snow and has average temperatures hovering around 80 degrees.

So what does the Jamaican bobsledding team have to do with Genpact? For Van Valkenburgh and Peek, the process of transitioning Genpact to partnering took considerable training and a highly strategic approach. “We didn’t have the language …. We had to define what partners were,” he explained to the packed room. It was like: “You’re on a journey, we are funding you, we got you a sled. Now train people who have never run on ice before.”

Building the team was structurally challenging with the need to balance roles, weight, and speed—to name just a few of the considerations. Bobsled racing is performed with either a two- or four-person team. A team of four requires sensitive balancing in the sled at the ends and in the center. “If you have four people sprinting and one person is out of sinc, it doesn’t work,” he explained of the analogy. “You have to have people doing the right things in the right order. How do we get homegrown talent …  working well? And how do you create that culture?” he said, describing some of the problems faced.

“I build culture first and processes and goals second. If you can’t get the culture of your team right, then all the challenges happen,” he added, while also pointing out the importance of being open to the fact that the team you had before doesn’t easily fit into the new partnering structure: “You can’t have people who can’t run,” he observed.

To build a world-class team, you need to  create world-class athletes, he said. “There’s a whole reset mindset involved” just getting on the track. To make that happen, Genpact found, you need to do the following:

  • Create tipping points.
  • Build important things. “If it wasn’t going to get us on the track, it doesn’t matter.”
  • Make moments that matter. “That emotional deposit you give, that’s your bank account.”

Stay tuned for more of ASAP Media’s live, onsite coverage of this session and others from 2019 ASAP Global Alliance Summit. Cynthia B. Hanson is managing editor of ASAP Media and Strategic Alliance publications. 

Tags:  alliances  Donna Peek  Genpact  Global Alliance Summit  partner  partnering mindset  partners  Scott Van Valkenburgh  team 

Share |
PermalinkComments (0)
 
Page 1 of 6
1  |  2  |  3  |  4  |  5  |  6
For more information email us at info@strategic-alliances.org or call +1-781-562-1630