Most tours of significant or historical locations are led by a tour guide who walks backwards while reciting important facts and figures. I've witnessed personally several guides who, while walking backwards, have recovered miraculously from tripping off a curb or bashing into a sign. (Though, I confess to enjoying the dexterity of the guide and thrill potential, I suppose that's rather sadistic, and I digress...)

That's why I was intrigued by a recent news story about colleges remaking the campus tour. Apparently, as a point of differentiation, some schools have decided to forego the rote recital of statistics in favor of unscripted, conversational stories (yes, scary thought). Then, in an attempt to further reduce the formality (and likelihood of lawsuits), several schools are even insisting that their guides walk forwards as they share those fun facts.

What intrigued me most about the story, however, was not what the schools were doing, but the fact that they were innovating in one of the least expected places. In fact, when the reporter asked one school administrator for more background into their tour formula, the official declined to offer details, stating that "it would be like Coke letting Pepsi into its plant." Clearly, colleges take their tours seriously, and as an important recruiting device, it makes sense that they re-examine their approach from time to time.

Now, while we don't recommend forcing change when there's a clearly working formula, it's smart business to evaluate opportunities for improvement and differentiation. In particular, focusing on notable customer buying trends offers a potent starting point for identifying ways to amplify your partnering impact.

So, in deference to newsletter real estate, we've selected just three of the top trends we're seeing across business markets. Perhaps they'll spark additional ideas as you begin the
2010 planning season.

Trends	As Evidenced By…	What are you doing to…
Growing interest in the “Cloud” as a legitimate technology platform, bolstered by enterprise-class infrastructure, security and applications.	Flourishing “as a Service” business models (MSP, SaaS, StaaS, PaaS, etc.)	…enable key partners to move to new business models, or to court new partners that have already embraced those models?
Proliferation of mobile technologies, in the form of Netbooks, tablets and other handheld devices, as well as a universe of applications built just for them.	Increased commoditization of hardware; continued shift to outsourcing, applets, open source software, etc.	…add depth to your portfolio of software and service provider partners?
Increasing use of social media as a powerful means of information gathering and sharing, all of which influence the buying decision.	Exponential increase in corporate blogging and use of social networking tools, like LinkedIn, Twitter, Facebook, etc.	…help your partners take advantage of social media and networking technologies, making your communication with them, between them, and to their customers more personal and timely?

Arguably, your partner strategies and programs should be grounded in best practices. Opportunities exist, however, to differentiate and deliver leading-edge partner strategies and programs when you remain focused on the customer and what drives the buying decision. To that end, here's to a successful and innovative planning season, and forever staying ahead of the curve!

Opportunity Knocking

Clients Seeking Candidates
Our clients and business comrades are looking for candidates to fill the following positions in the Boston area:

• New! Branding Marketing Manager - Software
• New! Project Manager/Account Assistant (part-time) - Design Firm
  
• Product Marketing Manager- Enterprise Software
• Community Marketing Manager - Personal Use Software
• Director, EMEA Marketing - Personal Use Software
  

If you are seeking an opportunity, please contact us for more information.