When marketing is done right, it’s an integrated approach that builds value and demand, captures that demand in-market and delivers on a brand promise with an excellent experience. According to Allison Munro, Chief Marketing and Ecosystem Officer at Vena, ecosystems aren’t much different.
Over the past few years, Allison has played a significant role in the unique evolution of Vena’s ecosystem strategy. Rather than treating ecosystems as a sales execution in business, Allison’s team transformed partnership from a business function to an integrated go-to-market component. For most, this ambitious shift marks the beginning of an exciting journey into unknown territory—fortunately, there is an unexpected professional with the expertise in motion strategy ready to lead the way: CMOs, market leaders and marketing experts.
The goal of this transformation is clean-cut and simple: create a seamless, frictionless experience from awareness through purchase and beyond for shared customers. But the path to go-to-market integration can be a bit more hazy, requiring partners to work together transparently to develop platform strategy alongside one another. Allison shares exactly how Vena is doing just that, and in turn, driving transformation in ecosystem partnerships globally.
Join us as we discuss:
Here are some additional episodes featuring other ecosystem leaders that might interest you:
Links & Resources
This episode of Ecosystem Aces is sponsored by WorkSpan.
WorkSpan is the #1 ecosystem business management platform. We give CROs a digital platform to turbocharge indirect revenue with their partner teams at higher win rates and lower costs. We connect your partners on a live network with cross-company business applications to build, market, and sell together. We power the top 10 business ecosystems in the technology and communications industry today, managing over $50 billion in the joint pipeline.
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