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."
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