7 steps ensure top-down strategic alignment between business strategy and partner marketing
Aligning partner marketing with your organization's overall business strategy and specific strategic initiatives is essential for driving success and maximizing the value that partners bring to an organization.
However, this alignment can often be challenging due to a lack of understanding and buy-in from internal stakeholders.
Before exploring practical strategies to bridge this gap, let's first clarify business strategy.
Harvard Business School defines Business Strategy as
“The strategic initiatives a company pursues to create value for the organization and its stakeholders and gain a competitive advantage in the market.
This strategy is crucial to a company's success and is needed before any goods or services are produced or delivered.”
Does your organization value partner as part of your overall strategy?
If the answer is “no” or “partly” then it will hinder the effectiveness of any marketing programme. There is a need to establish…
6 tips for a successful agency partnership
Over the last 7 years, I've had experience of working with various different traditional and digital marketing agencies. Whilst one agency’s skill set may differ from another, what I have found to be consistent is the way in which many agencies operate and how clients can get the best from a working relationship with them.
Working with a marketing agency should be a collaborative relationship. With digital marketing moving at such a frightening pace, it’s important to work closely with an agency and allow them to provide strategic insight and know-how whilst acting as an extension of the client’s in-house team.
In this post I’d like to share a few thoughts on how you, as a client, can establish a productive working relationship with your digital marketing agency so you can...
1. Set out your goals and…
