{"id":50927,"date":"2022-09-05T18:52:00","date_gmt":"2022-10-18T18:52:03","guid":{"rendered":"https:\/\/www.salesforce.com\/?p=50927"},"modified":"2023-10-05T16:13:46","modified_gmt":"2023-10-05T05:13:46","slug":"from-competition-to-collaboration-how-partnerships-can-improve-small-businesses","status":"publish","type":"post","link":"https:\/\/www.salesforce.com\/au\/blog\/from-competition-to-collaboration-how-partnerships-can-improve-small-businesses\/","title":{"rendered":"How Partnerships Can Improve Small Businesses"},"content":{"rendered":"\n<p>Creating collaborative partnerships, also known as co-branding, can be a powerful way for businesses to improve brand affinity, extend their customer reach, and provide better services.<\/p>\n\n\n\n<p>In the tech industry, companies often form alliances with other organisations to develop software and tools that cater to similar audiences and could integrate with one another.<\/p>\n\n\n\n<p>Indeed, collaboration can be as effective as competitiveness when it comes to driving business.<\/p>\n\n\n\n<p>Rather than treating each other as competitors, businesses in any industry can create complementary partnerships to build a new product or service together or cross-promote their existing products or services.<\/p>\n\n\n\n<p>And a partnership need not be for life \u2014 short-terms partnerships to test the waters might include:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Co-sponsored events, webinars, and marketing campaigns<\/li>\n\n\n\n<li>Joint negotiations with various vendors to cut overheads<\/li>\n\n\n\n<li>Shared advertising and media buys to save marketing spend<\/li>\n<\/ul>\n\n\n\n<div class=\"layout-one wp-block-salesforce-blog-offer\">\n\t<div class=\"wp-block-offer__wrapper\">\n\n\t\t<div class=\"wp-block-offer__content\">\n\t\t\t<h2 class=\"wp-block-offer__title\">Still using spreadsheets to manage your business?<\/h2>\n\t\t\t\t\t\t\t<p class=\"wp-block-offer__description\">Read how a CRM can help you be more productive.<\/p>\n\t\t\t\n\t\t\t\n\t\t\t\t\t\t\t<div class=\"wp-block-button\">\n\t\t\t\t\t<a class=\"wp-block-button__link\" target=\"_self\" href=\"https:\/\/www.salesforce.com\/au\/blog\/2015\/09\/can-your-business-excel-without-crm-.html\">Read more<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\n\t\t<div class=\"wp-block-offer__media\">\n\t\t\t\t\t<\/div>\n\t<\/div>\n\n\t\t\t<div class=\"wp-block-offer__graphics wp-block-offer__contour\"><\/div>\n\t\n\t\t\t<!-- Standard Illustration -->\n\t\t<img decoding=\"async\" class=\"wp-block-offer__graphics wp-block-offer__illustration\" src=\"https:\/\/www.salesforce.com\/au\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/offer-block\/offer-illustration-layout-one.png\" alt=\"\">\n\n\t\t<!-- Small Accent Illustration -->\n\t\t\t\t\t<img decoding=\"async\" class=\"wp-block-offer__graphics wp-block-offer__accent\" src=\"https:\/\/www.salesforce.com\/au\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/offer-block\/offer-accent-layout-one.png\" alt=\"\">\n\t\t\n\t\t<!-- Left Side Illustration -->\n\t\t\n\t\t<!-- Cloud Illustration -->\n\t\t\t\t\t<img decoding=\"async\" class=\"wp-block-offer__graphics wp-block-offer__cloud\" src=\"https:\/\/www.salesforce.com\/au\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/offer-block\/offer-cloud-layout-one.png\" alt=\"\">\n\t\t\n\t<\/div>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"the-advantages-of-collaborations-and-partnerships\">The advantages of collaborations and partnerships<\/h2>\n\n\n\n<p>The possibilities for partnerships and collaborations are endless \u2014 they\u2019re only limited by the kinds of organisations you choose to partner with. The best partnerships will be mutually beneficial, and both parties can expect to see some or all of these advantages coming their way.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"increased-efficiency\">Increased efficiency<\/h3>\n\n\n\n<p>Partnerships can make it easier for brands to deliver products and services faster with better quality control standards, at a more cost-effective price. Shared resources, expertise, and supply chains mean that all parties get a <a href=\"https:\/\/www.salesforce.com\/au\/blog\/2022\/07\/increase-sales-productivity-drive-revenue.html\" target=\"_blank\" rel=\"noopener\">boost in efficiency and productivity<\/a>.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"reduced-costs-leading-to-higher-margins\">Reduced costs leading to higher margins<\/h3>\n\n\n\n<p>Collaborations allow you to minimise research and development costs, negotiate better deals throughout the supply chain, and appeal to more investors. By sharing the risk, you also minimise any potential costs further down the road.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"additional-expertise\">Additional expertise<\/h3>\n\n\n\n<p>Whether you work with another company in your own industry or one from an entirely different discipline, you can access their personnel and expertise. This allows you both to offer products and services that you would otherwise struggle to produce.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"new-customer-reach\">New customer reach<\/h3>\n\n\n\n<p>If you each promote your partner\u2019s business to your respective customer bases, both parties will reach an audience they otherwise may not have access to. To widen that reach even more, you can create joint advertising and marketing campaigns.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"improved-sales-pipeline\">Improved sales pipeline<\/h3>\n\n\n\n<p>If your collaboration is more permanent, you and your partner can consider sharing your <a rel=\"noopener\" href=\"https:\/\/www.salesforce.com\/au\/blog\/2022\/07\/sales-pipeline-lead-generation.html\" target=\"_blank\">sales pipeline<\/a>. And if your sales teams are working together to bring in more business, everyone\u2019s bottom line benefits.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"how-to-get-the-most-out-of-collaborative-partnerships\">How to get the most out of collaborative partnerships<\/h2>\n\n\n\n<p>Your business is unique, but there are partners out there for any business \u2014 the key is finding one that works with the same target audience as you, but provides different value. Of course, alignment in purpose and values is also desirable.<\/p>\n\n\n\n<p>For example, an entrepreneur who offers classes and consulting to help small business leaders with financial matters might partner with another expert who helps that same audience build business growth strategies.<\/p>\n\n\n\n<p>They could leverage each other\u2019s platforms and networks, offer classes together, share referrals, publish together and co-host events.<\/p>\n\n\n\n<p>Here are a few broad guidelines that will help any business create valuable partnerships:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><b style=\"color: var(--c-nero); font-family: var(--f-secondary); font-size: 1rem; letter-spacing: 0.0012em;\">Consider each business\u2019s market reach. <\/b><span style=\"color: var(--c-nero); font-family: var(--f-secondary); font-size: 1rem; letter-spacing: 0.0012em;\">Both companies should understand the reach and limitations their partner offers. That makes it easier for participating brands to set and manage expectations. In most cases, organisations can hope to see modest, steady growth from a well-executed partnership.<\/span> <\/li>\n\n\n\n<li><b style=\"color: var(--c-nero); font-family: var(--f-secondary); font-size: 1rem; letter-spacing: 0.0012em;\">Compare company culture and mission statements.<\/b><span style=\"color: var(--c-nero); font-family: var(--f-secondary); font-size: 1rem; letter-spacing: 0.0012em;\"> It\u2019s important that your values align. For example, a company that prides itself on eco-friendly solutions may not want to partner with an organisation that profits from fossil fuels. When partners share the same values, your teams will be more excited about working with each other, and you\u2019ll be more likely to produce something that you\u2019re proud of.<\/span> <\/li>\n\n\n\n<li><b style=\"color: var(--c-nero); font-family: var(--f-secondary); font-size: 1rem; letter-spacing: 0.0012em;\">Research each party\u2019s unique market positioning.<\/b><span style=\"color: var(--c-nero); font-family: var(--f-secondary); font-size: 1rem; letter-spacing: 0.0012em;\"> Both partner organisations will have their own specific market positioning. To make sure your co-branding efforts are successful, conduct market research to determine how to best position the new partnership in a way that elevates the status of both brands.<\/span> <\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"create-a-detailed-partnership-agreement\">Create a detailed partnership agreement<\/h2>\n\n\n\n<p>Setting the legal parameters for the partnership \u2013 including what happens at the end of it \u2013 helps both parties define their investments of time, resources and money. This helps to crystalise each company&#8217;s responsibilities and aids in the planning, launching and running of the partnership from start to finish.<\/p>\n\n\n\n<p>A brand partnership agreement should include:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Specific goals<\/li>\n\n\n\n<li>Duration of the partnership<\/li>\n\n\n\n<li>A timeline of promotions and events<\/li>\n\n\n\n<li>Termination clauses<\/li>\n\n\n\n<li>Licensing provisions for brands, logos, copyrights and trademarks<\/li>\n\n\n\n<li>Exclusivity clauses<\/li>\n\n\n\n<li>Market data sharing agreements<\/li>\n\n\n\n<li>Liability of each partner<\/li>\n\n\n\n<li>Capital contribution of each partner<\/li>\n\n\n\n<li>Delegation of tasks<\/li>\n\n\n\n<li>Nondisclosure and confidentiality agreements<\/li>\n<\/ul>\n\n\n\n<p>Collaborations offer a way to reach new leads and continue to innovate for loyal customers. The best of these co-branding efforts results in long-term partnerships that allow both organisations to expand across markets, better engage existing audiences, and increase profitability.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"stay-updated-on-small-and-medium-business-trends\">Stay updated on small and medium business trends<\/h2>\n\n\n\n<p>We spoke to more than 2,500 SMB owners and leaders about their motivations, challenges, and goals, uncovering the obstacles they face and the strategies and tactics to overcome them.<\/p>\n\n\n\n<div class=\"layout-one wp-block-salesforce-blog-offer\">\n\t<div class=\"wp-block-offer__wrapper\">\n\n\t\t<div class=\"wp-block-offer__content\">\n\t\t\t<h2 class=\"wp-block-offer__title\">Download the Small &amp; Medium Business Trends Report<\/h2>\n\t\t\t\t\t\t\t<p class=\"wp-block-offer__description\"><\/p>\n\t\t\t\n\t\t\t\n\t\t\t\t\t\t\t<div class=\"wp-block-button\">\n\t\t\t\t\t<a class=\"wp-block-button__link\" target=\"_self\" href=\"https:\/\/www.salesforce.com\/au\/resources\/research-reports\/smb-trends\/?d=7013y000002lQjVAAU&#038;nc=7013y000002lQjLAAU\">Get report<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\n\t\t<div class=\"wp-block-offer__media\">\n\t\t\t\t\t<\/div>\n\t<\/div>\n\n\t\t\t<div class=\"wp-block-offer__graphics wp-block-offer__contour\"><\/div>\n\t\n\t\t\t<!-- Standard Illustration -->\n\t\t<img decoding=\"async\" class=\"wp-block-offer__graphics wp-block-offer__illustration\" src=\"https:\/\/www.salesforce.com\/au\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/offer-block\/offer-illustration-layout-one.png\" alt=\"\">\n\n\t\t<!-- Small Accent Illustration -->\n\t\t\t\t\t<img decoding=\"async\" class=\"wp-block-offer__graphics wp-block-offer__accent\" src=\"https:\/\/www.salesforce.com\/au\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/offer-block\/offer-accent-layout-one.png\" alt=\"\">\n\t\t\n\t\t<!-- Left Side Illustration -->\n\t\t\n\t\t<!-- Cloud Illustration -->\n\t\t\t\t\t<img decoding=\"async\" class=\"wp-block-offer__graphics wp-block-offer__cloud\" src=\"https:\/\/www.salesforce.com\/au\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/offer-block\/offer-cloud-layout-one.png\" alt=\"\">\n\t\t\n\t<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Do you spend time worrying about your competition? Are you struggling to reach new customers? It might be time to think about collaboration and partnerships to help grow your business.<\/p>\n","protected":false},"author":1,"featured_media":50929,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"sf_justforyou_enable_alt":true,"optimizely_content_id":"","post_meta_title":"","ai_synopsis":"","jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"sf_topic":[2472],"sf_content_type":[],"coauthors":[2454],"class_list":["post-50927","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","sf_topic-small-business"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.2 (Yoast SEO v27.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>How Partnerships Can Improve Small Businesses | Salesforce<\/title>\n<meta name=\"description\" content=\"Do you spend time worrying about your competition? 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