Real innovation is not built with greater isolation and introspection but is powered by smarter connections. And organisations who build powerful alliances and partnerships create a 'collaborative advantage' – obtaining a competitive edge that is difficult, expensive if not impossible to replicate. Fresh conversations, with the right new partners are more valuable, more fun, more challenging and create better ideas - and so we need a renaissance in partnership pioneering.
Whilst senior management often express an enthusiasm for partnerships and alliances there is still a lack of commitment to build long term relationships and instead, the focus is too often on short term results instead of longer term opportunities and value.
Management - and especially senior marketers need to embrace and promote a collaborative culture that encourages the nurturing of valuable partnerships.
Management need a shared, objective approach to partnership development and best process. A marketing partnership manifesto, is a starting point to encourage this debate and consistency.
To encourage a debate based around a Partnership Marketing Manifesto ...