Event Program

	IDC's High Performance Partnering Workshop Series 2004 Workshop
	September 13 & 14, 2004 M Hotel, Singapore (Function Room 1, Basement)

• The first day begins with an initial case review - participants are introduced to the main case example, and walked through the structure of the workbook. Attendees work in groups to discuss the ways in which the case study subject can be analyzed using the workbook.
• "Why?" - Following an introductory discussion, the workshop looks at the first of six major questions: "Why partner with a third party?" In this section, we look at what drives durable and non-durable alliances, key factors in go-to-market and technology/process alliances, alliance objectives and timeframes, and the "Partner Success Cycle" - the impact of partnering strategy and execution on a firm's overall market position. The section concludes with a discussion of Partner Economics, and an opportunity for session participants to apply "lessons learned" to their own issues, within the workbook.
• "When?" - After lunch, we delve into the second major question: "When is it appropriate - or necessary - to partner, and what sort of partners are needed during? different states of market and company evolution?" We begin by looking at the factors that drive "when" decisions, such as market maturity, customer needs, market share, solution composition, and related issues, and discuss "lessons learned" from firms that are active in establishing go-to-market and influence alliances, drawn from IDC's research. The session concludes with an analysis of the impact of the Market Life Cycle on partner selection and requirements, and subject-specific and case-related exercises.
• "Where?" - Day One concludes with a dialogue on where alliances can be used to best advantage. In this section, we discuss the ways in which alliance partners bring benefits to your firm and your customers, and look at means of using partners to exert more account control across a Customer Decision Model. We then present IDC's Partner Segmentation Model, which has been adopted by the IT industry's largest product vendors, and practical information on global software markets and growth rates as a guide to segmenting market opportunities. The day concludes with a "Gold Sheet Review", in which the group discusses key Day One takeaways

When we gather on the second day, we bring more of IDC's industry-leading research and tools to the framework established in Day One. We provide you with the options and guidance that you need to create and apply actionable plans, and the perspective needed to articulate your approach to your peers and management.

"What?" - The first session in Day Two deals with the question, "What do I need to do to attract, retain and motivate alliance partners?" Drawing extensively from the IDC study, Allocating Partner Dollars (field research conducted in January/February 2004), we provide current insight into how different partner types provide coverage of different markets, and the program elements and approaches that are important to winning mind share within important segments. In this section, case teams will use a simulation model that demonstrates the impact of specific program allocation choices on partner preferences. The section concludes with group work on the case and time for individual workbook development.

"Who?" - IDC's experience shows that many companies leap into the "who?" question - the recruitment of partners - before strategic and tactical needs are fully identified. Building on the framework developed during the previous sections, IDC leads a group discussion on essential "due diligence" issues, and discusses key partner evaluation criteria. We then demonstrate IDC's "Partner Fit Model," which is used by major vendors to prioritize prospective partners.

"How?" - The final section of the High Performance Partnering 2004 workshop deals with practical considerations: "How do I maximize my ability to successfully manage a partner program?" Following a group discussion of what attendees do to ramp up and measure partners and partner programs, we look at examples of how selected leading vendors have established their alliance tracking/measurement systems. We then re-introduce the "Partner Success Model" concept, to look at how partner programs and related activities are linked to create a pattern of success, and how partnering is related to overall market position. The session concludes with a presentation of IDC's ground breaking Economic Value Segments analysis, in which we explore the use of EVS as a basis for partner management investment decisions.