One of the world’s largest software companies was interested in harnessing the innovative power of partners to help them expand the vertical solutions available for 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 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 executives, sales people and top partners. We summarized and presented our findings to the core partner team.
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.