Marketing objectives like market share and brand recognition, etc. Strategic objectives like opening new businesses or leveraging existing assets, etc. The alliance objectives should clearly demonstrate how each alliance partner will receive a return on their contributions. The alliance agreement must enshrine the principles of shared risk and reward. This includes the overall contribution and contribution per new customer.
Many mechanisms are available depending on the final alliance business model used.
The alliance partners are dependent on each other for success. Each alliance partner must clearly understand its role in the alliance. Each alliance partner must clearly understand its contribution to the alliance and make the agreed resources available when they are required. The people must get along. The alliance partners should have similar value systems.