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Hello!

What you are about to read in this month's Ahead of the Curve will not shock or awe you. Aside from amusement, the excerpts from our local police blotter simply reinforce the importance of keeping it local when going global, or going "glocal," as it were.

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 John Wilkinson
jwilkinson@thoughtwav.com





Going "Glocal"

Major print media may be on life support, but our weekly town newspaper continues to thrive. And thankfully, as I enjoy staying abreast of the latest controversial issues like the homeowner who wanted to replace the windows in his historic home with two-pane vinyl ones…not!; whether replacing our grass football field with artificial turf will make it to the June ballot; and if the town's newest restaurant is going to take the market by storm.

I even confess to enjoying one section of the paper more than others - the police blotter. While we get our garden variety "driving under the influence" arrests and an occasional robbery, it's the more unusual entries that add levity to my week and keep me grounded at a local level.

Sure, the world is getting smaller, but at the end of the day, the value of globalization boils down to how it affects each of us locally. And, to no surprise, the same holds true for companies scaling their partner programs globally.

While any plan to develop a global partner program is fraught with complex questions and considerations (including when and why - all topics for future newsletters), one of the fundamental questions we're often asked is what defines a global partner program?

In a nutshell, our reply is framed by the following:

  1. A global partner program is driven by design goals that support the company's global business objectives. Well-constructed design goals serve as a guidepost throughout program development and are called upon to test whether the program structure meet the needs of the business. The list of design goals should be a reasonable number (typically between eight to 12 goals) and, ultimately, blessed and supported by senior management. An example might be: "Program will set standards for and enable partner competency around the globe, but be cognizant of local resource constraints."

  2. A global partner program is supported by a "plug-and-play" framework that is extensible across geographies. The program framework should be structured consistently in terms of partner expectations (requirements to join the program) and rewards (benefits extended). It should define a consistent number of program tiers branded the same around the world. At the same time, the framework should be flexible to allow for regional nuances. Some regions, for instance, will have fewer resources to govern or audit a certain requirement, and so may need to modify that requirement, or transition to it later. The goal is to deploy a framework that looks familiar to a partner expanding its business from India to New Zealand, while recognizing important local business requirements. In addition, consistent deployment across the globe capitalizes on operational efficiencies to keep program costs under control.

  3. A global partner program applies to all products in the company's portfolio. This is most challenging when a company has acquired other brands with existing partner programs, and requires rationalizing, so as not to disrupt sales. But taking too long to integrate all product families under one framework, ultimately, expends unnecessary resources and creates confusion for partners. Consider how difficult you make it for your partners if they must understand and engage with you through multiple programs, in addition to the other vendors vying for your partner's attention.



Like so many things about indirect channels, taking your partner program to a global level is as much art as it is science. To be successful requires advocacy - and frequently a mandate - from the top levels of your organization. It requires input, then commitment, from regional stakeholders who understand the value of striking a balance between a global framework and regional nuances. No small order, of course, but a global partner program is essential for companies that intend to scale around the world, and stay ahead of the curve.

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email:  jwilkinson@thoughtwav.com
phone: 781-652-8727



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