Oil and Water DO mix

Recently I heard a chef being interviewed on the radio discussing his book on cooking myths. He said the biggest cooking myth is adage that oil and water don't mix. According to the chef, oil and water DO mix - when you add an emulsifying agent.

That got me thinking about the role of Alliance Managers. We are great emulsifying agents!

Our job is to keep things that don't normally stick together - like say two account execs from two different companies - together. Left to their own devices, two sales reps from two different companies can be like oil and water - they will not stay together without an emulsifying agent. Enter the alliance manager.

The role of the alliance manager is to keep the radio tuned to every reps favorite radio station - WIIFM or What's In it For Me. We've got to make it clear to both reps what's in it for each of them to collaborate, and we have to build a bridge of trust between the two parties. At SAS we use an Account Introduction Form (AIF) and an Account Engagement Agreement (AEA) to set expectations, build trust and provide a framework for the sales collaboration.

Key "emulsifying" skills for alliance managers are alignment, conflict management and resolution, negotiation, and most of all - strong EQ or emotional intelligence.

Alliance managers employing these skills will keep their alliances "sticking together."

Top 5 Things Your Executives Need to Know about Alliances - #2

    Alliances are a Team Sport

The alliances organization is a completely dependent organization  – that is to say, we are completely dependent upon the involvement of other organizations to successfully develop and execute alliances. When we make a commitment to a partner, we are making a corporate commitment to that partner on behalf of our company. This means that many organizations at our company (sales, product marketing, product management, professional services, legal, field marketing, external communications, etc.) have a role to play and will be engaged early and often as we establish and develop partnerships.

Therefore, as an executive, in order to ensure high performing alliances, it's not only important that you have strong collaboration skills within your alliances organization, you must also ensure that these skills permeate across the company. You want an "alliance aware" organization - where all the departments that are involved in establishing and developing alliances understand how to collaborate, manage conflict, ensure alignment and drive positive outcomes for BOTH companies.

Alliances are a team sport!

Next post: #3 Alliances Make the Pie Bigger

Zero Sum Game

I think you can boil down most of the issues we face in alliance management to "scarcity mentality". Folks with scarcity mentality view life (and alliances) as a zero sum game. If you win, I lose. If I win, you lose.

Those who view the world from this perspective, have a very hard time collaborating. Viewing partnerships from this prism causes their mindset to be very self focused and "shrinks" their universe. Their "pie" is small, and their life is a constant battle to win turf, presumably at the expense of someone else. It's hard to think creatively about options and fresh new approaches when crouched in the fighting stance ready for battle!

The best cultural mindset for positive partnering and collaboration is an "abundance" mindset. You can always tell when you are dealing with a partner with this mentality. The possibilities are limitless. Collaboration with them is about making the pie bigger, not fighting over pieces of a small pie.

Let's do all we can as alliance managers to promote this mindset in our organizations - and be sure that we walk in this mindset ourselves.