We will be sharing the top 10 Channel and Alliances 2014 predictions throughout February. This blog post looks at the fifth of those predictions: that Alliance Portfolios Will Foster Incubation.
Strategic alliances have the potential to contribute a huge multiplier effect to technology vendors, yet many continue to be hard-pressed to show tangible value. In recent years, with the development of the 3rd Platform, traditional alliance functions have been challenged with not only managing their traditional alliances, but also with managing an expanded diversity of new partner types that require a different approach.
This year, we think that some leading vendors will opt to "break out" their alliance teams to create a separate task force that
focuses on emerging alliance opportunities only. In the era of the 3rd Platform, it is becoming more important to identify the next big thing than to rely just on the traditional business. The alliance incubator function will be dedicated to unearthing companies with 21st century synergy and the potential for exponential leverage of mutual strengths while not being held to the existing more
stringent contractual governance.
In the longer term these 'incubation alliances' should develop and feed back into the more traditionally governed alliance model, but in the short term require a less 'heavy' approach.