Back in 2017, Synergy Research Group released a report stating that, when it comes to cloud hyperscalers, only 24 companies fit the bill. Altogether, they operated around 320 data centers. As you can imagine, a lot has changed since then. In fact, Synergy’s 2021 report reflects years of rapid-fire development and explosive growth in digital transformation — bringing the number of hyperscaler data centers up to 700.
And it isn’t just the number of data centers that’s going; their capacity is too. It’s no wonder, then, why cosell marketing with cloud hyperscalers has become such a hot topic among enterprises. These partnerships are incredible opportunities to leverage the brand power and technical power of the most established cloud innovators in operation. But there’s nothing simple about landing, planning, and executing these partnerships. Here are common pitfalls that you should anticipate.
1. No Cosell GTM Plan is in Place
Business leaders are great with the big picture, but even the most promising co-marketing partnership can hit hurdles if the proper planning hasn’t been done first. To avoid inefficiencies and potentially devastating setbacks, you must work with your team to develop a nuanced cosell go-to-market (GTM) strategy. This roadmap will help you avoid wasted time and money and increase your success rate.
2. No Funding is Approved
Partnering with cloud hyperscalers is an incredible opportunity for any business, but it’s important that enterprises don’t make any big moves until they know their plan and funding have been approved. At this stage, focus on honing your value proposition, solution narrative and acquiring the necessary resources. With sound planning, solid data, exciting strategies, and a clear case for mutual profit, funding will be inevitable.
3. Stakeholders are Misaligned
From integrating cosell strategies to winning cosell marketing partnerships, there’s simply no alternative to full adoption. We’ve worked with a lot of enterprises before and have seen firsthand how uneven buy-in from your internal and external stakeholders can sabotage your plans before they even get off the ground. From your boardroom to your marketing departments, make sure the value proposition is clear and everyone is on board. Small misalignments compound overtime. Open up the floor and work them out.
4. Unfocused GTM Activities
A remarkable amount of time, energy, and resources are squandered doing tasks that have no little to no benefit. When it comes to cosell marketing with top-tier hyperscalers, there’s no room for error. We advise leaders to scour their go-to-market activities and operations for inefficiencies and dead ends. Evaluate what’s left by the extent to which they excel in key metrics like meeting customer demand, generating revenue, or producing leads.
5. No Scorecard in Place to Measure Impact
On that note, open up your evaluation to include all of your operations. Data is king, and there’s no way to know what works and what doesn’t if you aren’t measuring it. Even so, ensuring that your cosell marketing scorecard displays valuable metrics — ones that really measure what they say they measure — is key. Building your scorecard will be a moving target, so let the metrics change as their efficacy drifts.
6. Cobranding is Not in Place and Approved
One massive opportunity that cosell marketing affords enterprises is the ability to share in the partner’s brand power — and offer them yours. If your cosell marketing partnership hasn’t yet stipulated a co-branding plan, make this a top priority. Agree on the values, look, language, and angles of the co-brand. Through this alignment, you can find and leverage mutual interests and become an invaluable partner.
7. Cosell GTM Content Fundamentals are Not in Place
Undergirding all go-to-market strategies are market intelligence, product messaging, and market segmentation. When we boil all of these strategies down to the bone, these are the three fundamentals that remain. So, spend some time knowing what market data you need and what it means for your partnership, how your product should be presented with data backing each messaging decision, and how you can subdivide and better serve your potential customers.
A lot goes into a Cosell relationship from building to marketing to selling together. And while there will be many more activities to complete in your Cosell journey, these 7 common pitfalls must be addressed in your strategic planning process.
If you want to know more, join the #CosellVelocity Digital Marketing Summit on January 18th from 1-5PM PST and learn how to build and navigate the cosell marketing with cloud hyperscalers journey, but walk away with tactics that you can start implementing right away. Register for free at cosellvelocity.com.
Need Expert Guidance for Your Cosell Partnership
Ready to jumpstart your Cosell business partnerships with Cloud Hyperscalers? Our team is here to help. Schedule a one-on-one consultation to learn how you can establish a Cosell GTM game plan with Cloud Hyperscalers. We’ll help you create a one-page plan and walk you through the setup and promotion process for your GTM activities such as events to accelerate demand generation for your business.