Meet Your Match (CONT’D FROM PAGE 28)
better--understanding the way those third-party partners market their own products, or what types of capabilities are in their pipeline may open the door to huge growth in sales. And by leaving these partners out of the conversa- tion, this benefit and galvanization can be missed entirely. Internal Collaboration Within Your Own Organization Communication breakdowns don’t just apply to inte- gration with external vendors--they can even short-circuit
Internal Collaboration With External Partners Let’s look at opportunities for internal collaboration with third party partners as an example. Lots of suppliers in our industry work through distributors, such as third par- ty channels who are the reps for the machinery that they are using in their facilities. However, these suppliers often
don’t think about inviting the distributors into the market- ing strategy conversation or the collaborative process. It may be simply not thinking about what’s best, or it may stem from the myopic idea that these organizations are technically competitors from the equipment selling per- spective. But in spite of this issue of potential competition, in this instance it is more about teaming up to make things
opportunities between departments of the same organiza- tion. It is time for your organization to take a hard look at how effectively your Research and Development, Market- ing, Sales, and your Production and even Finance depart- ments are communicating. If they don’t come together to collaborate, there can be major disconnects or miscom-
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