Alliances – Drawing The Line
How far can you go based on your relationship with an alliance partner?
The imaginary line you draw in the sand will let you know when an alliance is getting close to failing. I would suggest setting the line a little higher than the disaster point. As a matter of fact, the line should sit around the seventy-five percent position. This way you can work with the partner before the relationship dips too far down. A partner that experiences lulls in sales may be a fairly normal occurrence, but when it is compounded by lack of communication and lack of marketing, you know that something else is the underlying problem.
Alliances and partnerships are simply a way for you to market your goods and services. They will always have lulls and marketing efforts will sometimes be lax. If you take the time to monitor all the details and be consistent with your
