With the signed contract and launch of the alliance, the real work begins to make the relationship successful, and to anticipate and solve problems. Enter sales, product development, support, training, marketing, etc, etc. A good BD leader will ensure that all stakeholders have a clear understanding of their roles in the alliance's success.
Important alliances undergo re-negotiation on a regular basis, sometimes in specific legal terms, but more often in the changes to the social and business context that occur. Regular executive review meetings during the life of the alliance can help keep things on track, change course when necessary, and measure mutual success.
At some stage before reaching the end of the term of the contract , the executive sponsors will decide if and how to adjust or extend the alliance to match corporate and market dynamics, and continue to drive success for another several years.
Move an alliance effectively through this process is critical to meeting your company's goals in forming, negotiating and managing alliances that meet your goals - whether revenue, marketing, competitive or any of the other important reasons for forming an alliance.
After a spot of R&R, I will be back next week to talk about setting goals for BD. It is no easy task for management or the BD professional that aims to meet those goals, as we shall see.
Graphic in part courtesy of John Soper, New Paradigms Marketing, Los Gatos CA. Copyright (C) 2008-9.