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What is a
Partner Acquisition Campaign?
Why Seek Out A Partner?


Leverage For Growth

Joint ventures, alliances, and other corporate partnerings are fueling the growth of the world's most successful companies. The demand to deliver the latest products, more quickly, and at lower prices has never been greater. Joint ventures and other collaborative business arrangements are revolutionizing how winning companies compete because they permit companies to enter new markets and field new products.

Partnerings can take many forms such as: a strong relationship with a major customer, a partnership with a distribution source, a relationship with a supplier of innovation or product, or an alliance in pursuit of a common goal. Sometimes corporate partners form a new jointly-owned company. In other instances, one partner purchases equity in the other company. Usually the relationship is defined by a contract.

Partnerings are the quickest way to grow your company, particularly in times of change. Without implementing difficult and time-consuming internal changes, a partnering permits you to:
* Move decisively to seize opportunities before they disappear.
* Respond more quickly to change.
* Adapt with greater flexibility.
* Increase your market share.
* Gain access to a new market or beat others to that market.
* Shore up internal weaknesses.
* Gain a new skill or area of competence.
* Succeed when your company lacks key resources.

Someone Out There Has What You Want

No matter what it is, there is always someone who has what you need: More Customers, Additional Capital, New or Additional Distribution Channels, Pre-Existing Relationships or Old Fashioned Clout, Experience with a New Business Model, Agility and Innovation, New Products or Services, Specialized Knowledge, Expertise or Experience, Low-Cost or Unique Production Capacity.

Partnerings can rapidly meet your needs for valuable resources such as more customers, additional capital, special expertise, new products, new distribution channels, additional facilities, increased production capacity, or more personnel.

For large companies, alliances offer access to new products, innovation, and marketplace agility, as well as additional ways to bring new products to the market more quickly with less expense.

Small companies benefit from partnerships that can provide capital, credibility, sales, marketing, product distribution, and manufacturing.

Respond to Changing Markets

It is no coincidence that corporate partnering is most common in industries that are experiencing tremendous technological change. In fact, there is a direct relationship between the rate and scope of change within an industry and the amount of partnering that occurs.

Partnering has proven itself to be one of the most powerful business tools for dealing with fast changing markets, technologies and customers. As the global economy continues to speed up, partnering is becoming the weapon of choice for today's successful competitors.

What is a Partner Acquisition Campaign?


A Partner Acquisition Campaign is a carefully calibrated plan to draw pre-qualified and motivated potential partners to you.

Just knowing who you want as a partner is not sufficient because that company may have 10,000 doors for you to knock on. The problem you face is how do you identify which doors lead to the right people, those who want what you have and are in the position to buy it. We can open the right door for you and identify those few individuals who "get it" to come to you.

We tailor our campaign to your specific needs. Here is how we make it happen. We start with a telephone consultation and then prepare a one-page strategy sheet, a snapshot of your current business strategies.

Then we implement our "Eight-Point" process, which is described in more detail below. We start with a situational analysis that is used to profile your ideal target partner(s). We map out a target list of potential partners and design, calibrate and launch the campaign.

Once the Partnering Campaign brings a partner to the table, we can provide additional help. We have developed techniques over the years that remove friction from complex deals and bring them to early closure while extending your economic advantage.

An intrinsic part of our philosophy is a minimalist approach that avoids wasted activities and enables rapid-cycle decision-making. We believe that being adaptable and light on your feet is key to the success of any venture.

We offer a flexible approach. We do what you need and no more. You decide which components we implement and those you do yourself. If you prefer to independently implement your own Partner Acquisition Campaign, you can use our process or portions of it. We can help train you or act as a "spotter" while you lead the charge.

See below for more details about how to conduct a Partner Acquisition Campaign.

Or ask for our help... Call us at 1-800-948-1700, ask for Heidi. Or email Heidi at

Situational Analysis

Initial Telephone Consult

We start with a one-hour telephone consultation with one of our experienced partnering professionals. This consultation provides you with information on partnering opportunities and the applicability of partnering to your business goals. It familiarizes us with your business and allows us to help with any partnering situations you are facing.

One Page Strategy Sheet

We develop a one-page strategy sheet designed to provide a snapshot of your current strategy. No doubt, you will likely find some surprises when you compare our outsider overview of your game plan to your own.

Analytical Tools

We analyze your existing competitive position. We identify those areas that offer the greatest benefit from partnering and those that are better suited to alternative techniques of generating growth.

Yes, we may even advise you not to partner. There are situations where partnering is inappropriate or even harmful.

"Eight Point" Process

Our Partner Acquisition Program is customized to your specific needs based on a simple formula:

  • What is it that you need?
  • Who has what you need?
  • What it is you have, or can obtain, that such prospective partner will want or need?
  • How to attract such a partner to you?

We help you answer these questions. Here's how:

  1. We analyze your marketing and partnering potential and propose an initial course of action.
  2. We conduct a joint evaluation of your strengths and weaknesses followed by a thorough assessment of your partnering needs.
  3. We prepare a profile of the target partner best suited for your partnering needs.
  4. We formulate a partner identification and procurement campaign. This is a campaign to draw pre-qualified and motivated potential partners to you.
  5. With your assistance, we implement the campaign. When possible, it will include a Partnering Publicity Campaign described below.
  6. We continuously monitor and assess the progress of the campaign and recalibrate as necessary.
  7. We do case-by-case assessments of specific prospective partners and partnerings that include both strategic and tactical analysis of the likely risks and benefits.
  8. We provide you with experienced guidance in negotiating and closing specific partnering relationships including guidance on key partnering practices and preparing your first deal sheet.

Each step of the Partner Acquisition Program is tailored to your company and your specific partnering needs. Early in the process, we ask you to select those services you will use and those you will implement internally. You can change your mind at any point in the engagement.

Partnering Publicity Campaign

The best partners are those who seek you out. They can't and won't do that unless they know who you are, where you are, and are excited about what you have.

A well-designed and executed publicity campaign is one of the most effective tools for accomplishing such a result. It's usually the least expensive as well, and it has a fringe benefit. Not only does it get the attention of potential partners... it will generate exposure to distributors, key customers, backers, and important suppliers.

People who find you from a publicity campaign are ready to partner with you. Who better to do business with? By their own actions, they have indicated that they want what you have. The result -- you attract motivated partners who self-qualify themselves.

If our analysis shows that it is likely to meet your needs, we will implement a Partnering Publicity Program to showcase your company, product and partnering opportunity. The campaign will:

  • Identify potential target audiences.
  • Identify one or more aggregations of decision makers or influencers for each market and submarket.
  • Stack rank each market and/or group for high value targets including an assessment of decision/implementation cycle lengths and/or the ease with which the decision-making processes may be influenced.
  • Assess newsworthiness of your proposition for each of the high value targets. If not newsworthy, determine how your proposition can be modified to make it newsworthy.
  • Select one or more of the markets or groups of decision makers.
  • Prepare for each selected market or group:
    1. A publicity strategy that targets the high-ranking markets and audiences most likely to generate partnering opportunities.
    2. A publicity and promotions plan that communicates an appealing or compelling message to the targeted decision makers.
  • Prepare a supporting media kit to showcase you and your partnering opportunity.
  • Develop a press list of editors and media contacts likely to find you and your proposition exciting and newsworthy.
  • Implement the publicity campaign by public relations professionals from affiliated public relations agencies. Such a campaign may include writing, producing, and distributing appropriate news and feature articles about you and your partnering opportunities and arranging coverage by contacting representatives of print and/or broadcast media.
Take Action Today

Get up to Speed Quickly

Good partners are hard to find. We make your job easier. Our Partner Acquisition Campaign services help you find the right partner to initiate and sustain growth of your company.

Our program helps you find qualified, reliable partners tailored for your company. We customize each campaign to find the right partners for you.

Avoid Reinventing the Wheel

If you have the internal experience and resources to do it on your own, we can supplement your internal resources.

If you don't, or you have some gaps in experience, we can supply what you are missing..

The "We Build It - You Run It" Option

One alternative available to let us jump-start your own partnering program with your own staff. We organize your partnering search, launch it and bring you to your first deal.

Your people learn as we go along. They work with live ammunition and get on-the-job training, but under our supervision. You avoid the delay and cost of their learning mistakes because we are there to catch the errors before they occur.

As they learn their way, we shift the program over to them. You set the pace. The entire process occurs as quickly as your organization gets up to speed.


Call and ask how we can help you... Call 1-800-948-1700, ask for Heidi. Or email Heidi at


For PR and Marketing Firms - If you are a PR or Marketing Firm and would like to learn how to partner with us to deliver a Partner Acquisition Campaign to an existing client, contact Heidi to find out how we can work together to provide additional value to your client.

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