Building a Partnership Ecosystem for Innovation

Are you in charge of building ecosystems for your company? If so, there are 5 dimensions that you need to manage and mature to create a high-value, sustainable network of inter-dependent partners. These 5 dimensions represent the attributes that, taken together, allow an ecosystem to emerge and thrive. If you don't nurture and mature each element Strategically, Operationally and Culturally, across your ecosystem orchestration framework, your ecosystem won't deliver sustainable value. Here are the 5 Dimensions: 1️⃣ Value - this dimension might seem obvious, but its trickier than it appears. Value Orchestration needs to happen on 4 vectors - value to the 'joint' customer, value to each ecosystem member, value to the ecosystem orchestrator, and value to the entire ecosystem. Note that the best ecosystems deliver network effects 'at the ecosystem level' so the value you orchestrate with the overall ecosystem is the magic that makes the 4-way win so powerful. 2️⃣ Alignment - this is the most difficult dimension to get right because Alignment Orchestration also has to happen on 4 vectors - internal alignment (e.g., tying the ecosystem to a platform business model), alignment with 'each' ecosystem member, alignment 'across' ecosystem members (P-2-P), and alignment between the joint customers and the ecosystem. 3️⃣ Engagement - this is the most overlooked dimension. Engagement Orchestration is where and how we 'relate' to and with each ecosystem member and the ecosystem as a whole. Engagement Orchestration covers the RACI, rules, workflows, tools, data, reporting, incentives, etc. Engagement can't happen without a comprehensive ecosystem platform (aka your ecosystem tech stack) that is designed around the challenges of ecosystem orchestration. 4️⃣ Agility - this is the least understood dimension. Like any other organism (business or natural) survival and sustainability is a function of agility - the ability to successfully adapt to changes in environment in an anti-fragile manner. A top priority for ecosystem leaders is ensuring that the ecosystem continues to adapt its value, alignment, and engagement. Agility Orchestration means, bringing in new ecosystem partners, re-setting commercial terms and rules of operation specified in Engagement above, re-aligning with members of the ecosystem as joint customers ask for new forms of value, etc. 5️⃣ Scale - this dimension is also obvious but means more than just adding more gas and building more infrastructure. Scale Orchestration is a governance job. It is the competency to look at the overall state of the other four dimensions to measure and manage maturity in a concerted fashion. In simple terms that means that the amount of value, alignment, engagement and agility must be matched & coordinated across your ecosystem journey on a Strategic, Operational and Cultural level. Scale Orchestration also helps ecosystem leaders to manage the C-Suite and the Board. #ecosystemorchestration

The Partnership Death Cycle is what every company should avoid Too many partnerships fail—not because the strategy was flawed—but due to unrealistic expectations from the outset. Here’s how the death cycle unfolds: 1. Unrealistic expectations are set Leadership expects partnerships to deliver immediate results—often demanding ROI in the same timeframe as direct sales. 2. Resources are cut or never fully committed When quick wins don't materialize, the company pulls back on crucial support like dedicated teams, integration resources, or marketing enablement. 3. Partnerships struggle in a compressed timeframe Without sufficient support, partnerships can’t drive the results expected, leading to more pressure and less time to succeed. 4. Blame is placed on the partnership, not the process Ultimately, the partnership is seen as a failure—when in reality, it was never given the right environment to thrive. Here’s how to break the cycle before it starts: 1. Set realistic expectations early Partnerships are long-term investments. Make sure your CEO, board, and cross-functional leaders understand that the ROI from partnerships doesn’t follow a typical sales cycle. Expect a 12-18 month runway to see real, measurable results. 2. Allocate proper resources from day one Partnerships need more than just a team lead—they require full commitment across the organization. This includes dedicated integration support, a trained sales team, and marketing resources to co-create demand. 3. Measure the right KPIs Instead of only tracking short-term revenue, focus on KPIs that reflect the true health of a partnership: joint pipeline creation, partner enablement progress, and the completion of key integrations. These are the milestones that drive long-term value. 4. Understand that partnerships need time to grow Partnerships need time to build trust, integrate offerings, and develop shared go-to-market strategies. It’s not about instant returns—it's about sustained, compounding growth. Break the cycle by committing upfront, supporting your partnerships with the right resources, and playing the long game. That’s how successful ecosystems are built.

AWS Ecosystem Analysis: Partnership Strategy and Market Impact Based on analysis of interviews with AWS partnership leaders, here are key findings about AWS's ecosystem approach: Partnership-Centric Model - AWS operates with dual focus on customers and partners, viewing partners as force multipliers providing industry expertise. Internal KPIs align with customer growth metrics, reflecting that partner success correlates with AWS performance. AWS Marketplace Performance - The Marketplace has evolved from AMI distribution to a comprehensive platform serving 300,000+ active customers, with all top 1,000 AWS customers utilizing it. Key metrics (let me know if these numbers have changed): - 27% higher win rates for marketplace transactions - 80% increase in deal values - 40% faster sales cycles - Procurement reduced from months to days AWS implements "Marketplace Everywhere," integrating purchasing into service consoles (EC2, RDS, EKS) and providing API access for custom storefronts. The goal is positioning AWS Marketplace as the primary enterprise IT procurement channel. Partnership Framework - AWS works with technology partners (ISVs), consulting partners (GSIs, Advisory, Born-in-the-Cloud), and channel partners (Distributors, Resellers). Partner progression model: - Validate: Technical solution verification - Spotlight: Enhanced resources and management attention - Endorsed: Joint go-to-market activities Partners are directed toward targeted approaches focusing on specific customer profiles and industry segments. AWS invests in global marketplace localization for currency, language, and regulatory compliance. AI Integration - AWS characterizes AI as a foundational industry shift, integrating capabilities across all solution areas. Partners extend core AI services like Bedrock with domain-specific applications. The company encourages building on their AI stack immediately, calling out unprecedented market demand. Co-selling Operations - Partnership leaders must demonstrate quantifiable value through metrics including deal velocity and success rates. Sales teams are incentivized to co-sell with partners, and partners are encouraged to consistently register opportunities (e.g., through ACE) to gain visibility and establish patterns of success with AWS field teams. Performance Measurement - AWS evaluates partners across four dimensions: market presence expansion, partner-generated deal flow, product capability enhancement, and customer retention improvement. Centralized tools enable real-time ROI tracking and adoption monitoring. Market Implications - AWS's ecosystem strategy demonstrates how cloud platforms scale through strategic partnerships. The marketplace model represents a shift toward platform-mediated procurement, establishing new standards for enterprise technology acquisition. Thoughts or something I missed or got wrong? Feel free to comment below. #AWS #CloudComputing #Partnerships #EnterpriseStrategy

The competition isn't your enemy. Your biggest threat might be ignoring your allies. Many see business as a zero-sum game. But what if the key to success isn't outcompeting others, but lifting them up? In the agency world, where client acquisition is fierce, I've discovered a powerful truth: Focusing on allies is better than racing to the bottom over competitors. It's about creating an ecosystem of mutual benefit, not just a client list. Here are three recent examples from growing Etereo, our design subscription service, that illustrate the power of reciprocity: ▶ Unexpected Partnerships - A political strategy firm I've collaborated with for years became intrigued by Etereo. Instead of viewing them as potential competition, we struck a deal: marketing support for them, promotion for us. Result? They're now one of our highest-paying client/referral. ▶ Clients as Growth Engines - By prioritizing exceptional service and understanding our clients' needs deeply, they've become our best advocates. They not only refer new business but also increase their own spending. This is reciprocity in action - we deliver value consistently, and it comes back to us in multiples. ▶ Online Community Connections - Joining a tech/growth group and creating Linkedin connections has opened doors to new relationships, mutual support, and unforeseen opportunities. By asking tactical questions and showing genuine interest in others' success, I've built connections far beyond simple networking. The lesson? A robust network built on reciprocity is a powerful asset. Those you lift up today may become the pillars of your success tomorrow. It's not about immediate payback, but about fostering an environment of mutual growth and support. This approach requires a shift in mindset. Instead of asking "What can I get?", start with "What can I give?" Be the first to offer help, anticipate needs in your network, and focus on providing real value, not just exchanging business cards. Remember, in the world of business networking, what goes around truly does come around. By embracing reciprocity, we're not just building a network - we're cultivating an ecosystem where everyone can thrive. How has collaboration unexpectedly benefited your business? Share your experiences and let's continue lifting each other up.