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New Brainwave: Partnership marketing – 'many hands' or 'too many cooks'?
Date posted: 05.01.2007
Today, Wilson Miller published another edition of the successful Brainwave series.
This series of white papers provides innovative solutions to serious business issues for the ICT business. Partnership marketing - "Many hands..." or "Too many cooks..."? discusses the trend for partner marketing, and how the doubling of effort and resource (and often investment) does not always double impact and success. "In our daily lives, we see many examples of poor channel, alliance and partner marketing" said David Turner, Group Account Director of Wilson Miller.
"And often this is a result of 'too many cooks spoiling the broth'. Organisations choose to work together to multiply impact, but for many reasons this can fail to materialise. There's much the agency can do to ensure that partner marketing means 'many hands make light work'." Copies of this and other Brainwaves can be downloaded from www.wilsonmiller.co.uk/brainwave.cfm