Depending on the company culture - alliance managers can be part of sales, marketing or product teams.
When alliance managers are part of the marketing team, they have a clear view of the company’s marketing strategy and execution vs. when they are part of sales or product teams.
It becomes an ongoing challenge to be included as a part of the marketing plan since alliances get viewed as an afterthought and not as a critical part of the marketing plan.
Organizations should involve alliance managers in discussions around marketing plans and integrate alliance projects within those plans. And also add marketing initiatives when possible to encourage partnerships as they will be a valuable source for new customers and new markets.
Vishal is the Director of Content Marketing & Social Media and leads our Alliance Aces Community. He has been in marketing for 14+ years and writes about ecosystem cloud, alliance strategies, and digital transformation.
