Partner Value Propositions

Challenge

One of the world’s biggest software companies was interested in harnessing the innovation power of partners to help them expand the vertical power of their enterprise application development environment.  They needed a value proposition that would not only articulate the business value of partnering with them, but would also create viral power, urgency and momentum for partnership.

PhoenixCG Approach

PhoenixCG conducted an audit of the existing partner program, marketing materials and thought leadership documentation.  We also conducted a series of in depth, qualitative interviews with company partner executives, sales people and top company partners.  We summarized and presented our findings to the core partnering team.

Client Value

PhoenixCG created a value proposition based on a win-win-win scenario, where the value proposition was equally compelling for customers, for partners and for the company.  If the value proposition is weak for either of these audiences, then we have found that the partner program will suffer.  The company is using the value proposition to not only recruit new partners, but as a basis for evolution of the partner program itself.