Strategic Partnerships & Distribution Channels Assistance

Gil Gruber, MBA

Gil Gruber, MBA

With over 20 years of diverse marketing and sales experience, Gil’s entrepreneurial spirit led him to serial success in various business ventures, recognized on the “Maverick of the Morning” CNN show and awarded with the “Best of the Web” from Forbes. Gil is a frequent speaker at conferences, associations, and international events about emerging trends in B2B marketing and business expansion. His book “Turn On Marketing” is available on Amazon.
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Establish new strategic alliances and business partnerships.

Distribution channels are key for fast access to a market, especially if the reputation of your company is not yet established. If you are able to establish strategic partnerships with prominent players in your industry, you will accelerate this process.

In fact, reaching your target market for certain industries is not a question of intensive marketing campaigns, but more a factor of how many strategic alliances and industry partnerships you manage to develop. To enter a particular international market, you need to invest in international business development, which includes setting sales channels.

strategic partnerships

Marketing Campaigns vs. Marketing Business Development

Business development activity is complementary to marketing campaigns. Let’s look closely at the definition of these terms:

    • Marketing is an integrated process to help companies understand client needs, creating value, awareness, and prospective clients. Building strong customer relationships with marketing tools boosts a company’s standing to convert potential customers to profitable sales.
    • Business development is the process of developing a working relationship between two or more independent entities for the sake of advancing both sides commercially.

What Are the Steps of Forming a Partnership?

To launch and establish a collaborative relationship between independent entities, you must perform the following steps:

In this phase, you define your strategic goals and determine how you will achieve them.

Here you determine your best matches/collaborators based on your strategic goals. You collect data and systematically verify that your strategic partnerships or potential distribution channels have what it takes to increase your sales.

At this point, you have developed a legally binding document that clearly outlines the nature of the relationship, as well as the expectations and commitments of the entities involved.

In the final step, you ensure that top management is committed to the collaborative process by allocating the appropriate budget and resources, as well as measuring performance results of the process.

Marketing Campaigns vs. Marketing Business Development

When a new industry partnership is formed, you can expect the following advantages:

    • Each entity will be able to focus on activities matched to their strengths, thus enhancing results and productivity
    • Industry partnerships will enable each entity to learn from partners and develop competencies that may be more widely exploited in an alternative geographic region or industry
    • You will leverage the reputation of high-profile partners for added credibility and better access to markets
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