Going to market as partners requires a compelling joint value proposition. But to reach a joint statement, each partner must be clear on their own value proposition and the perceived customer value. If either of the propositions are weak it could damage the alliance - as commitment and investment will wane with lack of a compelling return. Partnering is about being able to offer together something that is bigger/of greater value, than as individual companies. The joint value proposition is how to tell your customers exactly that.
A value proposition encompasses all the capabilities of your organisation and what you are offering to the customer as a promise in return for remuneration. This statement gives direction to the marketing messages, breaking down the elements of the value proposition to clearly communicate the benefits and added value of using your organisation over another.
The elements that feed into making up the value proposition are:
By examining all of these elements individually you will understand the customer pain points (driven by the market and internal factors) and your capabilities. By proving to the customer via case studies that you have helped other customers overcome their pain and improve their business it sends a compelling message as why they should work with you. This basic statement of your value to the market should form the basis of your marketing messages.
Download Value Proposition Template
How ResourceiT Can Help
The ResourceiT Consulting Ltd sales and marketing engagement model is designed to enable Microsoft partners to plan and implement a strategy to accelerate business results.
Partner2Partner Value Proposition Workshop
The workshop provides a step by step process to enable partners to create a joint value proposition which can be proactively taken to an identified target market. This highly interactive session is attended by the relevant people from each organisation (defined as those that will either be involved in any forthcoming pre-sales activity, or who have experience in engaging with relevant existing customer projects) along with a Senior ResourceiT Channel Development Consultant and a ResourceiT Marketing Consultant.
The output of the workshop will be a well defined value proposition with compelling messages included from all partners. In addition, ResourceiT will provide recommendations on how the "Call to Action" should be positioned and what marketing tactics are likely to achieve the desired results. All recommendations produced are such that they enable partners to get the maximum return from their investment based on priority and return.
Proactively Going to Market
As a follow on to the workshop, ResourceiT provides a structured process for taking the message to market through targeted web, email or telephone marketing - or a combination of both. Campaigns are executed by a professional team of sales and marketing resources (trained directly by Microsoft) enabling a joined up process which can significantly increase the quality and volume of projects identified. Recognising that reporting is critical, ResourceiT produces straightforward, easy-to-import reports that include the activities delivered and information on any project leads indentified. Rather than reams and reams of meaningless data, intelligent market analysis is created to enable partners to evaluate the on-going market opportunity and likely ROI for a campaign.
For more information on how ResourceiT can help you move your business forward please email us at partner2partner@resourceit.net.