First the data: The average large IT purchaser considers just three to five vendors out of dozens or even hundreds of software providers as strategic partners, (IDG, Survey of IT purchasers, 2016).   So what turns a vendor into a partner?  

Here’s the data from IDG, which  defines a strategy partner in this way:

A strategically important vendor that has gone beyond effective delivery of systems and services to become a consistently responsive, agile, and trusted collaborator in creating value.”

They list  five important considerations: 

1. Rapid response to service requests
2. Understanding of business goals and objectives
3. Post-sales support and service
4. Long-term viability
5. Vertical industry knowledge

In the media technology industry, which helps media companies transform their business models,  some but not all, tech companies meet this criterion.  

However,  most successful strategic partners do, and a few like Second Street Media, iPublish Media,  Vendasta and TapClicks not only do they meet but exceed these criteria. 

Among other competencies, they all are a few best practices: 

1.  Publish a deep catalog of case studies and best practices shared by clients to train teams who use their software.  
2. Produce newsletters that do more than “sell” but also help to keep customers up-to-date on best practices and webinars.
3. Sponsor their own events and invite customers to attend and share best practices and new ideas for using their platforms.  
4. Their software itself is solid, easy to use and dramatically increases revenues, saves money or both. It is a “game changer.”
5. Their company is deep on the development side, with robust development teams adding new products and integrations that make them more valuable, based on customer feedback.

The transition from a platform and/or vendor to a strategic partner requires increasing marketing and customer support capabilities in stages, starting with a simple roadmap so your team can take on workable milestones.  Let us know how we can help, just book a time here at your convenience.