Amazon Consulting Acquires PartnerAlliance to Move into Channel

By Chris Preimesberger  |  Posted 2010-11-11 Print this article Print

Amazon Consulting will now help clients monetize alliances by expanding its focus on services and strategy for the building of channel partnerships.

Amazon Consulting, which specializes in matching up IT companies and alleviating frictions to build strategic partnerships, on Nov. 11 announced that it has acquired PartnerAlliances, a San Carlos, Calif.-based strategic alliance development company.

Terms of the deal were not made available.

Amazon Consulting, based in Mountain View, Calif., will now be able to expand its focus on alliances service and strategy development while helping to monetize these strategic corporate alliances with new go-to-market planning and execution tools.

"Now we'll be able to take those partnerships that work well into the channel," Amazon Consulting CEO Diane Krakora told eWEEK.

"We've always had a very holistic view of channel and alliance management programs and strategies, and this acquisition expands our capabilities with a dedicated focus that allows us to better help our clients put their alliances to work through their existing channels."

PartnerAlliances does its job for clients by using its own tools and programs for strategic development, competitive benchmarking, communications, partner enablement, and legal and governance, Krakora said.

PartnerAlliances' secret sauce is its Alliance Life Cycle Tracker, a proprietary tool that tracks and monitors all aspects of a client's alliance relationship while enabling clients to map out the next steps of engagement.

This tool will be incorporated into Amazon Consulting's PartnerPath program automation system, Krakora said.

According to the Software & Information Industry Association (SIIA)-the industry organization that organizes the Codie Awards each year-IT companies face heavy pressure to leverage corporate alliances to achieve greater results, as opposed to doing everything themselves.

The SIIA has reported that 92 percent of U.S. IT companies say that alliances are important to present and future growth and that 77 percent claim they are already involved with strategic alliances. Consequently, these firms demonstrate 43 percent greater revenue than their nonaligned counterparts, the SIIA said.

However, while companies remain interested in partnerships and their potential to increase revenue and establish a competitive advantage, most alliances fail to meet expectations.

Many companies miss the opportunity to maximize adoption of the alliance outcome or product, said Tim Curley, managing partner of PartnerAlliances.

"We have been very successful in this space by providing the services, resources and tools for building and managing strategic alliances," Curley said. "The union between Amazon Consulting and PartnerAlliances gives technology vendors access to a complete suite of services and expertise spanning both channels and alliances."

Chris Preimesberger Chris Preimesberger was named Editor-in-Chief of Features & Analysis at eWEEK in November 2011. Previously he served eWEEK as Senior Writer, covering a range of IT sectors that include data center systems, cloud computing, storage, virtualization, green IT, e-discovery and IT governance. His blog, Storage Station, is considered a go-to information source. Chris won a national Folio Award for magazine writing in November 2011 for a cover story on and CEO-founder Marc Benioff, and he has served as a judge for the SIIA Codie Awards since 2005. In previous IT journalism, Chris was a founding editor of both IT Manager's Journal and and was managing editor of Software Development magazine. His diverse resume also includes: sportswriter for the Los Angeles Daily News, covering NCAA and NBA basketball, television critic for the Palo Alto Times Tribune, and Sports Information Director at Stanford University. He has served as a correspondent for The Associated Press, covering Stanford and NCAA tournament basketball, since 1983. He has covered a number of major events, including the 1984 Democratic National Convention, a Presidential press conference at the White House in 1993, the Emmy Awards (three times), two Rose Bowls, the Fiesta Bowl, several NCAA men's and women's basketball tournaments, a Formula One Grand Prix auto race, a heavyweight boxing championship bout (Ali vs. Spinks, 1978), and the 1985 Super Bowl. A 1975 graduate of Pepperdine University in Malibu, Calif., Chris has won more than a dozen regional and national awards for his work. He and his wife, Rebecca, have four children and reside in Redwood City, Calif.Follow on Twitter: editingwhiz

Submit a Comment

Loading Comments...
Manage your Newsletters: Login   Register My Newsletters

Rocket Fuel