The mutually beneficial data partnership may sound like a unicorn, but it is actually quite common. Market forces drive these partnerships for one of three reasons: shared clients, operational teams, and marketing. This contrasts with innovator partnerships, which are driven by sales opportunities, product innovation and channel distribution. Mutually beneficial partnerships tend to between partners… Read More
To create the maximum value, urgency, and leverage in a data partnership, you must present the data available for sale or partnership in a clear and comprehensive way. Partnerships are based upon the concept that you are offering value for value, whether paid or traded. Friendship might need no reasons, but partnerships require some understanding… Read More
We’ve spent a lot of time talking about data partnerships because we believe in their potential as vehicles for growth, success, and innovation. But sometimes it’s valuable to lay out particular versions of those partnerships to give you an idea of what data you can deploy and how it can be valuable. Use this discussion… Read More
Jerry Seinfeld used to do a bit where he noted that the number one fear most people have is speaking in public, followed in second place by the fear of death. “That means that, if given a choice of what to do at a funeral, most people would rather be in the casket than giving… Read More
We’ve already spent some time discussing the kind of partnerships where a small, innovative firm wants to partner with a larger one to create new value and drive growth. Many times, this is how the smaller business gets its foot in the door, and (together, perhaps, with a channel agreement) first is able to get… Read More
This week, we’ve explored how you can use channel partnerships to develop your data products, make your brand recognizable, and leverage the skill sets of other companies to drive growth. Affiliate partnerships give you the benefit of finding new customers and supplementing your areas of weaker (or at least less strong) competency. Reseller partnerships broadcast… Read More
On Monday, we talked about how to structure channel data partnerships, particularly in the context of affiliates. Affiliate partnerships are a great way to ensure that your data reaches the widest possible audience, relying on the affiliate’s access to potential customers. They are, in effect, a force multiplier for your data, broadcasting it to a… Read More
Although there’s no shortage of media coverage of data as a valuable asset and data partnerships as an important part of nearly every business transaction, there’s precious little explanation of exactly how data fits into business beyond its role as raw material. While it’s probably easier to follow the “data as oil” line of thinking,… Read More
Not every data partnership involves equals. Often, a smaller company with a new idea, or a new take on an established idea, will offer partners the ability to revise their own business strategy. These small but creative firms are often looking for what we call an innovator data partnership, which means they have a potentially… Read More