The Alliance Relationship Management Network

Stories that explore how go-to-market initiatives actually GET to market.

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strategic-alliance

Three Benefits of Going to Market with Joint Solutions

Two companies going to market together can be a powerful thing.

WorkSpan
The Alliance Relationship Management Network
The Alliance Relationship Management Network

Alliances Require Empathy, Strategy, and Patience

Alliances are chess matches. They are dynamic, multi-faceted, and change rapidly. An SAP alliance partner like Fujitsu Global understands...

WorkSpan
The Alliance Relationship Management Network
The Alliance Relationship Management Network

The 3 Challenges to Overcome for Alliance Leaders

Alliances are a complex consortium. There isn’t just one — but two or more companies coming together to create joint solutions for...

WorkSpan
The Alliance Relationship Management Network
The Alliance Relationship Management Network

Why Every Organization in the Technology Space Needs Good Partnerships

Partnerships are the lifeblood of any technology organization. It’s no exaggeration to say that tech companies without alliances probably...

WorkSpan
The Alliance Relationship Management Network
The Alliance Relationship Management Network

4 Ways to Ensure You Stay Relevant as an Alliance Partner

Alliance Executives can have a lot on their plate. But one thing they absolutely need to focus on is staying relevant with their partners.

WorkSpan
The Alliance Relationship Management Network
The Alliance Relationship Management Network

It’s Time Ecosystem Builders Got their Due

The Demand Network Summit organized by WorkSpan andMayfield was a gathering of ecosystem builders — top 25 partner marketing and strategic...

Amit Sinha
Chief Customer Officer at WorkSpan, Go-To-Market with Partners Specialist. Previously was SVP of Marketing at SAP, led GTM for HANA since the start.
Chief Customer Officer at WorkSpan, Go-To-Market with Partners Specialist. Previously was SVP of Marketing at SAP, led GTM for HANA since the start.

Top 7 Reasons Why Reseller Channel MDF Tools Don’t Work for Strategic Alliances MDF Programs

Strategic Alliances (Cloud, Technology, System Integrator, ISV and OEM partnerships) are apples, Reseller Channel partners (Value Added...

Amit Sinha
Chief Customer Officer at WorkSpan, Go-To-Market with Partners Specialist. Previously was SVP of Marketing at SAP, led GTM for HANA since the start.
Chief Customer Officer at WorkSpan, Go-To-Market with Partners Specialist. Previously was SVP of Marketing at SAP, led GTM for HANA since the start.

What is collaborative success anyway?

One of the topics that always leads to a great discussion in the Alliance Masterclasses I facilitate, is about alliance success. Especially...

Peter Simoons
Executive Coach specializing in Teamwork and Strategic Alliances, enjoying life while traveling, walking, capturing photos and exploring new Camino...
Executive Coach specializing in Teamwork and Strategic Alliances, enjoying life while traveling, walking, capturing photos and exploring new Camino...

My Journey as a Marketer Driving A New Product Category

SAPPHIRE 2011 was a pivotal event for SAP — it marked the general availability of SAP HANA, a game changing in memory data platform for...

Amit Sinha
Chief Customer Officer at WorkSpan, Go-To-Market with Partners Specialist. Previously was SVP of Marketing at SAP, led GTM for HANA since the start.
Chief Customer Officer at WorkSpan, Go-To-Market with Partners Specialist. Previously was SVP of Marketing at SAP, led GTM for HANA since the start.

The WorkSpan Story

In 2014, after I had transitioned out of Aster Data/Teradata, I met my friend Amit Sinha for chai in Palo Alto.

Mayank Bawa
CEO & Co-Founder of WorkSpan
CEO & Co-Founder of WorkSpan

WorkSpan + Marketo equals better marketing

I was excited to be exhibiting at the Marketo Digital Marketing Summit the other week representing WorkSpan and attending as many sessions...

Shinn Chen
dad, tech marketer, sports fan
dad, tech marketer, sports fan

How to Use Honesty to CRUSH IT with Partnerships

A partnership between two companies is only truly great if it’s mutually beneficial.

WorkSpan
The Alliance Relationship Management Network
The Alliance Relationship Management Network

6 Secret to Creating Alliances Between Complex Organizations

To be a successful alliance professional, you’ve got to think like a CEO.

WorkSpan
The Alliance Relationship Management Network
The Alliance Relationship Management Network