Whether or not you want to believe it, influence happens. Ecosystem influence implies that the influence is known.
Influence outside of the ecosystem is completely unknown and companies have no specific ability to influence the actors that are influencing their customers or prospects.
In the ecosystem world, the goals are to create more influence with customers and to grow your influence over the influencers.
You don't want to miss the boat
Some people don't like to be early. They'd rather take a couple of laps around the block, and show up fashionably late.
For others, 5-minutes early still feels late.
Whether you're typically early, or fashionably late, the partnerships moment is a boat you cannot miss. Partnerships are evolving and will continue to change the way that business is done.
We may be a few years late on this content, but it still holds!
In 2020, Michael Head, the then Chief Partnerships Officer at Impact, was interviewed on the Marketing Trends Podcast.
In it, he explains that successful partnership programs think about the entire consumer journey and that influencers are shifting the ecosystem dramatically because they don’t have trust issues from the consumer. Their messages are organic and they engage with their audience more.
“The reality is there are a lot of opportunities that are out there. And if you don’t continue to diversify, you put yourself at a concentration risk where you only have a small handful of partners that you need to depend on, and the real mature programs end up having a lot of diversity and breadth so they don’t have a heavy reliance on any single partner.” - Micheal Head
Meme of the Day
Who do you want by your side?
When all is said and done, who do you want on the boat? Do them a favor and share the PhD.