Making Waves with Partner Ecosystems

Taking new technology to market has been one of the most rewarding experiences over my career. Whether in the chemical industry deploying novel processes or scaling up new product formulation or in information technology introducing new sourcing, procurement, or supply chain solutions, commercializing new technology is always a team sport. I have had the pleasure of working with many brilliant developers, marketers, solutioning experts, sellers, and implementors but none of whom could have effectively taken the advancements to market on their own. In many cases, the creation of a partner ecosystem facilitates the expansion of the use and value generated of amazing new technology. If you have developed a new product, application, tool or service and want to speed the penetration of its use engaging partners to handle other parts of the commercialization process has many benefits:

You Keep Doing You

Your focus has been ideating, experimenting, and developing this solution. The creative force to launch this is an incredible feat in itself. This engine that you have built to get here could be deployed to continue developing more great solutions. The skills and interests of your team aligned to make the development process click. Are these same people and their skills the ones who can best position, sell, deploy and support your new product? Will the potential value of your solution be delayed and diminished in the market if you try to do this with the current team? Do you have time to hire and develop these capabilities in-house?

Going to Market - It Is Not About You…Mostly

So, you've developed a new offering. It has been a long time coming…long hours…many setbacks. You are so proud and excited to bring this to others and see it in action that you just want to tell everyone about the journey. Unfortunately, scaling an offering into the market primarily will depend on your ability to focus on the customer and the extraordinary value that your solution is going to create for them. Developing go-to-market partners allows others who specialize in positioning, lead generation, solutioning, and selling to accelerate the penetration of your offering. The reality is that often your own deep knowledge of your solution (product focus) can be a barrier to connecting with potential customers. Partnering with a team that brings a value and customer focus will speed the entry at customers and allow you to maintain your product focus.

There is a go-to-market area that is all about you that a partner will not be able to provide: Integrity. Your offering must do what you say it does, perform consistently and reliably, and be updated to address emerging requirements. You are in complete control of these factors. Keeping your product focus will prevent you from taking your eye off the ball on these critical factors. Your partners must share your commitment to integrity, but they cannot impart it on you.

Devil Is in Deployment Details

You know your product best but there are only so many places your team can be at once. This is not a matter of capability but rather scale. Your team cannot develop and enhance solutions and deploy them at scale. You will be overwhelmed once your go-to-market engine gets in gear. Implementation partners understand how to standardize service offerings to provide predictable schedules and outcomes of deployment programs. These partners also develop their own creative ways to use your solution to meet specific customer needs. Implementation partners can also often provide ongoing support services or addition change management support to ensure full and continued value realization.

Proxigee Services

Partnering for maximum impact is at the heart of Proxigee Services. We took our name from the astronomical phenomenon when the movements of the Sun, Earth and moon align such that the moon is closest to the Earth and in perfect alignment with the Earth and Sun. This condition generates the highest of tides (Spring Tide). Similarly, we develop close, trusted partnerships in alignment with the value of your offerings and the opportunities at your target customer to create waves in the market and maximize the impact of the offering you created.