Building Trust with Alliances Partners-Building-Trust-with-Alliances-Partners

Video Transcription

Video Summary

The speaker, Mario from Aviva, explains how alliance partnerships can drive business growth in challenging times. He emphasizes that successful alliances are built on trust, people-to-people relationships, and a clear shared purpose rather than just contracts or presentations. <br /><br />Key themes include expanding the “pie” by creating new value together, rather than competing over existing business. He highlights the importance of partner enablement through workshops, sales training, certifications, and proof-of-value pilots. He also stresses choosing the right engagement model—such as co-sell, sell-with, sell-to, or sell-through—based on the type of partner and business goals.<br /><br />Mario describes the need to start small, focus on specific accounts or industries, and build ecosystems that may include multiple partner types, such as consultants, systems integrators, and telco companies. <br /><br />He shares Aviva’s results: starting from zero alliances, the program grew to 12 partners and £4.4 million in revenue in year one, then to 15 alliances and £36.7 million in revenue, with a target of £67 million. Success is measured through sourced deals and influenced deals. His message: alliance strategy must be intentional, long-term, and continuously enabled to generate lasting growth.

Keywords

alliance partnerships

business growth

partner enablement

trust and relationships

co-sell model

ecosystem strategy

revenue growth