In part one of this article, we explored the transformative impact of Partner Ecosystem Solutions (PES), a collaboration-fueled model that empowers DX vendors to thrive in the era of composable architectures. But the journey doesn’t end there. The key to unlocking this potential is dependent on a fundamental shift of vendor partner programs. In this second installment, we get into the reasons and methods for this crucial shift. We examine why it’s essential for DX vendors to realign their partner programs to enable the development of Partner Ecosystem Solutions, detail the key steps for this transition, and address the challenges that have historically prevented DX vendors from adopting ecosystem go-to-market strategies.
Why DX vendors must evolve their partner programs
The Digital Experience (DX) industry is undergoing a major shift towards composable architectures and MACH principles, driven by customer demands for agility and customization. The dominance of all-in-one DXP suites is diminishing as customers increasingly opt for flexible, best-for-need solutions. Meanwhile, vendors offering only single solutions face the risk of becoming irrelevant, particularly as technologies such as CMS, DAM, and CDP become more commoditized and as the complexity in multi-vendor composable solutions persists.
The path forward for DX vendors is to embrace Partner Ecosystem Solutions. This strategy of partnering fosters expertise and innovation, positioning single-solution vendors at the forefront of rapidly changing customer needs. For these vendors, this approach is not just about standing out; it’s essential for survival. Similarly, for DX suite vendors, adopting this strategy is a critical step towards maintaining relevance. It demonstrates their commitment to supporting composable solutions, moving beyond merely being perceived as a modular DXP suite with a closed solution ecosystem.
Here is why embracing Partner Ecosystem Solutions can pave the road for both DX suite vendors and single solution vendors to thrive in the era of composable solutions.
- Closed doors can’t build empires. Unlike DXP suites clinging to walled gardens, MACH vendors thrive on openness. Partner ecosystems become conduits, channeling expertise, innovation, and solutions tailored to specific customer needs. This collective brainpower isn’t just about keeping up; it’s about pioneering the next generation of Composable DX solutions.
- Partner ecosystems are more than just a differentiation tactic; they’re a gateway to exceptional business value. By embracing collaboration, vendors tap into a wealth of talent, accelerate innovation, and deliver solutions that resonate deeply with customers. This translates to sustainable growth, far exceeding the impact of traditional go-to-market models.
- Market differentiation: Embracing Partner Ecosystem solutions is essential for DX vendors seeking market differentiation in a technology sector that’s becoming more commoditized. By integrating these solutions, vendors not only distinguish themselves from competitors but also showcase their genuine commitment to Composable DX solutions and open solution ecosystems. This approach not only enhances their product offerings but also signifies a strategic move towards collaborative and adaptable digital experiences.
- Joint go-to-market: DX vendor partner programs often struggle when it comes to executing effective joint go-to-markets. Partner Ecosystem Solutions offer an ideal framework for developing and coordinating unified and highly targeted go-to-market strategies with solution partners. These domain-specific solutions effectively integrate the strengths of technology and service partners, significantly expanding the reach and efficacy of your GTM strategies. This collaborative approach not only accelerates the realization of successful outcomes but also markedly enhances customer satisfaction.
- The multiplier effect: An added advantage is the broadening of budgets, industry expertise, and overall resources. When each partner contributes, the overall potential notably increases. For example, an ecosystem solution with five participating partners can utilize a budget and resource capacity five times greater than that of an individual partner. This approach also paves the way to new customer segments and markets, amplifying growth prospects.
- Bring true solution selling to technology vendors: Partner Ecosystem Solutions introduces a genuine approach to “solution selling” for technology vendors. Rather than focusing on selling composable technologies, these solutions offer distinct, domain-specific options that are closely aligned with customer business needs, ensuring quicker value realization and a robust competitive edge. Moreover, these solutions help to overcome typical friction points encountered in selling composable technologies by offering a unified solution with consistent pricing and support.
Why digital agencies and system integrators should embrace PES
While both technology vendors and Services partners (digital agencies and System Integrators find value in Partner Ecosystem Solutions (PES), the framework unlocks unique advantages for digital agencies and system integrators (SIs). These include:
- Leverage pre-built components and collaborative development: Minimize development expenses and streamline project execution through reusable frameworks, pre-built components, and best practices.
- Value-based pricing: PES opens doors to value-based pricing models, reflecting your specialized expertise.
Differentiation and go-to-partner status:
- Become established as a trusted advisor: PES empowers service partners to carve out a distinct identity as a trusted advisor within specific domains.
- Attract ideal clients: Showcase unique expertise, attracting clients seeking specific vertical understanding and high-value projects.
- Become the go-to-partner: Agencies/SIs can stand out from competitors and position themselves with their partners as the preferred choice for client opportunities that align with their domain expertise.
Next-level solution accelerators:
- Comprehensive domain/vertical solutions: Elevate existing solution accelerators with unified pricing, support, and tight integration into technology and business functionalities.
- Deep partner collaboration: Collaborate with tech vendors to develop and advance domain-specific solution frameworks, differentiating both parties from generic competitors.
- Access to emerging technologies: Gain early access to and expertise in cutting-edge technologies through partner collaboration.
Joint go-to-market power
- Multiplier effect: Benefit from joint GTM strategies with partners, amplifying reach and impact.
- Deeper partner relationships: Build strong bonds with sales, marketing, and product teams of tech partners, fostering collaboration and success.
Marketing agility and amplified sales:
- Highly focused solutions: Simplify sales efforts and attract targeted leads by offering solutions precisely tailored to specific markets.
- Joint marketing and ABM: PES aligns closely with joint marketing efforts and account-based marketing tactics for maximum impact.
- Justify premium fees: Demonstrate value through specialized knowledge and integrated solutions, leading to increased profitability.
Reduced learning curve and sustainable growth
- Faster onboarding: Equip new team members with readily available vertical-specific knowledge and resources.
- Foster Long-term client relationships: Vertical/Domains solutions go beyond project-based engagements, building lasting client relationships.
- Boost brand awareness: Engaging in joint Partner Ecosystem Solutions (PES) initiatives with well-established DX vendors can strengthen market credibility, extend market reach, and attract new clients and partners.
Partner Ecosystem Solutions offers a transformative opportunity for digital agencies and SIs to differentiate, compete effectively, and achieve sustainable growth in a rapidly evolving market. By actively engaging in PES, these partners can unlock a wealth of benefits and position themselves as trusted advisors and the go-to-partner within their chosen domains.
Developing and growing solution ecosystems
Developing and nurturing thriving Partner Ecosystem Solutions (PES) requires a strategic shift from traditional, siloed approaches. Here are high-level steps for realigning your partner programs to maximize the benefits of a collaborative ecosystem:
Bridging the silos: rethink & collaborate: This transition begins with vendors needing to restructure their partner programs to support the facilitation, development, and expansion of Partner Solution Ecosystems. Traditionally, technology and service partners are managed separately, often in isolation from one another. An ecosystem-centric approach, however, necessitates active collaboration and coordination between technology partnerships and service partners.
The ecosystem strategist: your visionary guide: To successfully execute Partner Ecosystem Solutions, identifying the right team members is crucial. Central to this team is the Ecosystem Strategist, a role that demands a visionary with comprehensive knowledge of Composable Digital Experience (DX) and Commerce technologies. This strategist plays a pivotal role in identifying and leading collaborative efforts within the Partner Ecosystem Strategy (PES), propelling the growth and success of the ecosystem. Optimally, the Ecosystem Strategist should work as a cross-functional entity, closely collaborating with partner managers responsible for technology and SI/Agency partnerships.
Identifying PES opportunities: Start by selecting service partners with specialized domain expertise and solution accelerators. Collaborate to ensure their capabilities align with your PES objectives. Jointly select suitable technology partners, aiming for a comprehensive and cohesive solution. This collaborative approach lays the foundation for a robust PES.
Building a joint go-to-market (GTM) plan: Building a successful joint go-to-market (GTM) strategy with solution partners is crucial to successful Partner Ecosystem Solutions. This process involves several key steps that ensure all partners align their strengths and capabilities to maximize market impact and revenue. Here are the essential steps:
- Define a clear value proposition and identify unique differentiators: Establish what sets your PES offering apart from competitors.
- Assess the market opportunity for the solution: Conduct thorough market research to understand the size, growth potential, and key trends of the market you are targeting. This should include identifying potential customer segments that would benefit most from the solution.
- Analyze the competitive environment: Identify key competitors and evaluate their strengths, weaknesses, and market positioning. This analysis will help you differentiate your solution and find a unique market niche.
- Identify target customers: Clearly define who your ideal target customers are.
- Develop pricing strategies: Determine and agree on a unfied and consolidated pricing model with all ecosystem solution partners that reduces friction and complexity for customers.
- Align on joint marketing tactics and set mutual commitments: Develop a joint marketing plan that leverages the strengths of each partner. Be clear on each partner’s commitments and contributions.
- Develop a joint solution selling model: Establish a unified approach for selling the joint solution. This involves defining a clear sales process and providing the necessary resources to support sales efforts. Typically, the System Integrator (SI) or Digital Agency partner assumes the sales lead, utilizing their expertise in solution integration and client engagement. However, there are scenarios where the primary Digital Experience (DX) technology vendor takes the lead, especially in situations where the technology itself is the central aspect of the solution.
- Align on sales expectations: Establish clear sales targets and measurable performance metrics that align with the strategic goals of all partners involved. This process should be transparent and collaborative, ensuring that each partner fully understands their role, contributions, and the impact they have on the overall success of the joint venture. This alignment is crucial for maintaining a unified focus on driving toward shared business outcomes.
- Determine roles and responsibilities: Clearly define the roles and responsibilities of each partner in executing the GTM plan. This should include who is responsible for different aspects of the strategy, such as marketing, sales, product development, and customer support.
And finally remember
- Continuous improvement: Regularly review and refine your PES strategy based on market dynamics and partner feedback.
- Measurement and metrics: Track key performance indicators (KPIs) to measure success and identify areas for improvement.
- Communication and collaboration: Foster open communication and collaboration across all stakeholders for a thriving ecosystem.
By following these steps and nurturing a collaborative spirit, you can transform your partner program into a powerful engine for growth and unlock the full potential of Partner Ecosystem Solutions.
Why DX vendor’s continue to fail at embracing solution ecosystems
DX vendors face a fundamental challenge: their core business model of selling their own software often clashes with the collaborative, open nature of Partner Ecosystem Solutions (PES). This inherent tension leads to internal friction points, creating significant hurdles to embracing the transformative power of PES. Examining these common roadblocks is crucial for understanding their impact and paving the way for successful PES implementation.
Orchestrating collaboration: Coordinating a diverse group of partners within a PES resembles conducting a complex orchestra. Each entity brings unique processes, cultures, and systems, demanding seamless communication, integration, and operational cohesion. DX vendors accustomed to individual sales efforts may struggle to navigate this complexity, potentially leading to discord and hindering overall ecosystem effectiveness. Addressing this challenge requires adopting an “orchestral mindset,” fostering collaboration and facilitating alignment across diverse partners.
Leading the change: Executive leadership buy-in plays a pivotal role in PES success. Without an unwavering commitment from the top, securing the resources, time, and effort required for building and executing effective PES solutions becomes an uphill battle. Often, a limited understanding of the long-term value proposition of PES can lead to a focus on short-term gains, creating suboptimal outcomes. Fostering executive buy-in necessitates education on the long-term benefits of PES and securing commitment to invest in resources and cultivate a culture of partnership.
Building the right team: Building a thriving PES requires access to specialized talent – individuals with deep expertise in ecosystem dynamics and the ability to navigate its complexities. Unfortunately, many DX vendors lack the necessary resources and internal talent pool to identify and develop successful PES solutions. Investing in talent with specialized knowledge and experience is crucial for building a high-performing PES team and fostering successful collaboration.
Shifting from short-termism to sustainable growth: Building a strong PES demands consistent investment and long-term commitment, not a focus on quick wins. DX vendors accustomed to traditional partner programs focused on individual pipeline development may neglect the deeper value co-creation possible through PES. Particularly in technology partnerships, focusing solely on pushing partners into marketplaces can miss the potential for deeper, more strategic co-development. Embracing the collaborative spirit of PES necessitates a shift from short-term solo acts to building a sustainable ecosystem that fosters long-term growth for all stakeholders.
Misaligned expectations: Unrealistic expectations for PES can lead to disappointment and derailment. Setting clear, measurable outcomes aligned with the business goals of all stakeholders is crucial for long-term success.
By addressing these internal roadblocks and cultivating a culture of ecosystem collaboration, DX vendors can unlock the immense potential of PES. This shift empowers them to transcend siloed sales models and build thriving ecosystems that drive mutual success within the digital experience landscape.
The digital experience sector is witnessing a significant transformation. Siloed DXP solutions, once rigid and confining, are being eclipsed by the transformative power of composable architectures. But to truly deliver on the promise of composable DX solutions, DX vendors need to embrace Partner Ecosystem Solutions that provide a deeply unified and collaborative approach to working with solution partners, which include technology vendors, digital agencies, and system integrators.
There is no question that traditional DXP suite vendors are likely to face strong internal resistance to embracing this open ecosystem approach. But for the nimble, single-solution vendors, it’s a golden opportunity! Partner Ecosystem Solutions empower them to differentiate themselves through strong partner ecosystems that can deliver highly competitive, domain-specific solutions.
This isn’t just a strategic shift; it’s a transformative leap. Partner Ecosystem Solutions pave the road to composable DX success. By prioritizing collaboration, joint innovation, and an unwavering focus on the customer, vendors can take the lead in building thriving solution ecosystems where everyone flourishes – vendors, partners, and most importantly, the customers themselves.