
As I review requests for marketing help, increasingly the conversation subsides into a discussion on social media plans, website, content and events. Let's face it, the marketing plan and execution appears tangible. Some business leaders will demand to see "more" - more social media posts, more videos, more events. Yet more does not result in better results or outcomes. It simply exhausts the available resources.
Creating time to build a clear strategy, alliances and partnerships is essential to ensuring strong business outcomes. It requires experienced resource who understand the blend of research, collaboration and relationship development needed to operationalise this into a business advantage.
There are four key phases in the development of a thriving ecosystem.
Phase 1: Start with the Why

This is a broad area but ultimately defines what your business is, the vision and goals, and the organisational values.
This phase requires transparency and absolute alignment. This means being vulnerable. What is success? What are your drivers? Is it growth and business scale or is it debt consolidation and early retirement? Leave perceived notions of expectation out the door in this phase. An open dialogue in an environment of trust and safety works best here.
Phase 2: Identify potential partners

By knowing your why, and having absolute clarity on what your goals and values are, you will find the identification of potential partners and alliances is clear.
Example: A female owned restaurant, who values high quality and sustainable eating. Business goals are to expand nightly restaurant bookings and grow corporate event bookings by day. Potential partnerships may include (i) Influencers: foodies love to hear from other foodies (ii) suppliers: local fishmonger, winery or farmers (iii) Female owned business owners
Phase 3: Build individual and joint Go to Market Plans

In this phase, again it starts with your go to market plan which will include an outline of your unique value proposition, the buyer persona, your messaging and which channels you harness for communication, and your measures of success.
With each of your alliance partners, you again need to map out where synergies exist to discover the unique opportunity of collaboration.
For instance, in the above example the restaurant owner building an alliance with local farmers may run joint content, promotions and events which entice diners on the delights of sustainable quality produce. A collaboration with another female owned business will literally put diversity on the table, showcasing the benefits in a tangible and experiential way. The tangible evidence of the plan will be the content, the event pages and web links which together generate digital pathways and an organic increase to brand visibility.
Initially intangible for many smaller businesses (where there may be a lack of martech tools and processes) will be the referrals and business introductions which arise from this collaboration. Given time and nurture, this will result in direct and very tangible business growth.
Phase 3: Network Regularly

Regularly meeting with people who share mutual values creates a unique opportunity to fuel your mind and soul whilst also generating tangible outcomes by way of accelerating new and existing opportunities. Regular meetings and networking will also strengthen the commitment you both have to your joint goals and projects.
The joint mission you have will also provide an umbrella framework to assess and review joint events and networking experiences. Ask simply: Does the networking opportunity align to your message, goals and values?
Phase 4: Reflect and measure

None of this matters if you are not clear on the outcome you are searching for. What are your mutual goals and objectives, your shared WHY? And how will you measure these outcomes in a way that will allow you to reflect, amend and optimise the plan for success.
Measuring each linear action is a pathway to confusion and also decision making without context. The mix of activities and actions together should work in harmony to achieve the final destination : The big audacious outcome you have defined together.
Again, let's go back to the guidance in phase 1: Success is only possible with transparency and open dialogue. You've got this. Collaborate and thrive with ecosystems by design!
Need help? Book your go to market planning session with JMORA today.
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