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On Platform Strategy: The Engagement Platform

As we move from Program to Platform we move from static to dynamic ecosystems.


  1. It’s not organized by partner types but rather by domains (functional and industry) around which customers and partners come together (this is the notion of value and supply chains coming together dynamically).

  2. Partners can share their competencies across multiple domains without getting lost in what kind of partner they are– VAR, SI, ISV, etc.

  3. The platform is designed to create commerce (where customers and partners come together)– rather than being a place where a partner picks a track and signs a contract– or an addendum if they want to add a track to their contract.

So, in a nutshell, the Engagement Platform is more about promoting and driving engagement than learning about a program to engage.

One thing to consider is where/how the customer fits into your engagement platform. Often partner teams don’t think about the customer because the partner portals are more partner facing, but part of the story of the platform-based network speaks to the importance of stimulating a multi-sided marketplace so the whole concept of partner (only) facing assets starts to fall apart.

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