This article appears in Customer Think online.
If the technology industry just happened to rain thousand-dollar bills, there’d probably be enough to fill a few Olympic-sized swimming pools. Is it possible for any organization, including marketing services firms, to jump in and make a splash as a technology partner without losing some of those dollars?
Of course it’s possible, if that potential tech partner understands how to test the waters.
Superior customer experiences – and resulting revenue gains – don’t just happen in a splash. They result from realistic assessments of client needs and how to structurally meet them. Often, this reality does require bringing in a well-suited partner.
More than three-quarters of companies say partnerships play a critical role in their sales and marketing strategies, according to Forrester. More than half of companies said partnerships generate at least 20% of their revenue. And 77% of organizations partner with technology partners, reports HubSpot.
Let’s dive into what to expect from a services-company partnership versus a technology partnership. Ideally, these distinguishing factors will inform long-term, profitable partner choices.
Tech partnerships: Tech firms can easily broker alliances with hardware manufacturers, software vendors and/or cloud providers. This alignment makes sense if you strive to enhance product offerings via joint product development.
Service partnerships: A services consultant also tailors alliances with technology providers, software vendors and industry specialists, but the focus will be on comprehensive solutions.
Partnership case in point: Accenture and Salesforce‘s long-standing strategic partnership tailors services so clients can integrate digital technologies throughout their businesses.
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