Partner to Profit, LLC and Phoenix Consulting Group, LLC collaborated in conducting research to understand current practices in the development of business cases within alliance management operations and how those business cases are used to inform decision makers in setting performance objectives and investment allocation.
A key finding in that study exposed the lack of a 21st century purpose-built platform/system, on par with commonly used systems such as CRM and PRM, to support the business of alliances. A capability and feature set of an alliance specific system, Alliance Relationship Management (ARM), was born as a result of that study.
The overarching purpose of an Alliance Relationship Management system is to enable fact- based decisions to better manager alliance-partnerships. Key business capabilities:
What would be some of the attributes and benefits of a purpose-built Alliance Relationship Management platform?
In lieu of a purpose-built ARM system businesses are using some of the features/functions of CRM and PRM systems to manage aspects of their alliance-partnerships such as sales tracking and product certification. But those systems fall short of what an ARM system requires.
For comparison purposes the key capabilities and attributes of ARM have been position along side CRM and PRM.
|Function||Sales Management||Channel Management||Alliance Development and Management|
|Complete Workup by Partner||No||No||Yes|
|Top KPIs||Sales||Channel Development and Sales||Financial and Non-Financial Performance|
|Collaboration and Community||Limited||Limited||Full|
|Joint Offer Bill of Materials||Generic||Generic||Specific|
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