Why a Purpose-Driven Marketing Strategy Matters in B2B
Learn how integrating purpose into your B2B strategy builds trust, strengthens client partnerships, and drives business growth. Read more now.
A strategic alliance is an agreement between two or more organizations to pursue common goals. Resources, expertise, and capabilities are shared to achieve mutual benefits and competitive advantage. Examples include Microsoft and Adobe's Cloud-based integration and IBM and SAP's enterprise software collaboration.
Strategic alliances offer many benefits, such as access to new markets, shared resources and expertise, cost savings, and competitive advantages. But there are potential downsides, such as coordination and integration challenges, sharing confidential information, dependency on partners, and conflicts of interest.
B2B companies must carefully weigh the pros and cons of strategic alliances, and use due diligence, agreements, and relationship management to maximize benefits and mitigate drawbacks.
Strategic Alliances: Benefits and Risks
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Learn how integrating purpose into your B2B strategy builds trust, strengthens client partnerships, and drives business growth. Read more now.
Most B2B professionals expect their firm's marketing budget will either increase or stay the same in 2025, according to recent research.
An impassioned argument that corporate Pride often falls short of meaningful allyship, focusing instead on commerce and misunderstanding the LGBTQ+ community as a monolithic group. Read more.
Learn how a positioning framework can align product and marketing teams, reducing confusion and improving outcomes. Read more.
Which elements in direct mail pieces are most likely to spur people to take action? What types of images in direct mailings do people find most appealing?
Security and governance are the biggest obstacles businesses face when trying to integrate data from various sources, according to recent research.