An alliance should allow you to concentrate on what you do best, and bring added value to your customers through the services or products of your partner. Serendipity often plays a part in forming an alliance. Jill Thomas, chief executive officer of Ion Systems, formed an alliance with Innotech Multimedia Corp. of Toronto after a chance meeting in an elevator at a trade show. Innotech was looking for a Java-based Internet search engine, and Ion Systems had developed such a product. Bette Price of The Price Group, a consulting and professional speaking company, has developed a network of colleagues whom she can bring into her business to work together with clients as needed.
Powerful alliances create synergy between companies.
They are based on trust. And they are nearly always defined by a formal agreement.