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Session Title: Getting beyond the “Press Release Partnership” Speaker: Lisa Dennis, President, Knowledgence Associates Topic Abstract: Even before the ink is dry on a partner agreement – both company marketing departments ramp up into launch activities. But the real challenge is to move from the blitz of a launch into a repeatable, consistent revenue stream. Given that the majority of partnerships fail, how do you turn a “press release partnership” into one with a definable and actionable life cycle? When the CEO asks you, “How are we getting our partner’s sales force to sell for us?” you should be armed with a tight joint value proposition and a map for the partnership that moves it from launch to steady state. Attendees will: · Learn how to construct a value proposition that “sells to sales” as well as to the customer · Define the lifecycle of each partnership - dividing and conquering accountabilities, tasks, and deliverables · Understand what process and tools are needed to move a partnership from “launch”, to “integration,” to “steady state” Format: case examples & exercises Function: Channel marketing, corporate marketing, sales
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