Hack:
A Partnership Marketing Manifesto -

By Andrew Armour - Founder, Managing Director, Principal Consultant at Benchstone

April 12, 2011 at 9:04am

Moonshots

Experiment more often and more cheaply

Summary

Real innovation is not built with greater isolation and introspection but is powered by smarter connections. And organisations who build powerful alliances and partnerships create a 'collaborative advantage' – obtaining a competitive edge that is difficult, expensive if not impossible to replicate. Fresh conversations, with the right new partners are more valuable, more fun, more challenging and create better ideas - and so we need a renaissance in partnership pioneering.

Problem

Whilst senior management often express an enthusiasm for partnerships and alliances there is still a lack of commitment to build long term relationships and instead, the focus is too often on short term results instead of longer term opportunities and value.

Solution

Management - and especially senior marketers need to embrace and promote a collaborative culture that encourages the nurturing of valuable partnerships.

Practical Impact

Management need a shared, objective approach to partnership development and best process. A marketing partnership manifesto, is a starting point to encourage this debate and consistency.

First Steps

To encourage a debate based around a Partnership Marketing Manifesto ...

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April 12, 2011 at 9:13am

Andrew Armour

Why have I published this 'manifesto'? Because I believe that pioneering new partnerships is at the heart of better innovation. Business has always been more about connecting than inventing. Thinkers such as Gary Hamel, Moss Kanter and Peters have long pointed out the importance of forming the right alliances and partnerships, yet - the ambition, development and on-going management of such relationships is still not embraced by many corporations. I welcome builds on the Manifesto. And for related articles on this area, please see my blog: - http://tinyurl.com/6x3ltov

April 13, 2011 at 11:49am

Peter Davies

Where's the manifesto? Don't see it

April 13, 2011 at 3:39pm

Andrew Armour

Hi Peter,

I have expanded upon the initial piece (that I originally just treated as a summary of the idea..) and I've also now included links to my original and more detailed manifesto that is in my blog. Make sense? If you have further builds and comments on what should be in the manifesto or other aspects of this topic, I'd be really keen to hear it.

Thanks -

November 23, 2017 at 8:55pm

Maryann Farrugia

Well yes I definitely agree, a great connection and a great partnership can lead to a great success, i know that. Be transparent and honest in a partnership.

Maryann Farrugia
CEO, Sales & Managing Director
Maryann Farrugia on LinkedIn