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Strategic Alliances: Three Ways to Make Them Work (Memo to the CEO)
by Steve Steinhilber
Published: 2008
Recommended by Books of the Channel
Categories: go to market, partnerships
Why should you read it?
This is one of the few books that takes strategic alliances seriously as a core business capability, not just a side initiative. Written from the perspective of someone who led alliances at Cisco, it brings a level of credibility and practicality that is often missing in partnership content. If you are working in alliances or trying to understand how large organizations structure and scale strategic partnerships, this book gives you a clear view into what actually matters beyond signing deals or announcing logos.
What is the book about?
The book outlines a structured approach to building and managing strategic alliances, centered around three key pillars: the right framework, the right organization, and the right relationships. Steinhilber explains how alliances must be anchored in business strategy, supported by dedicated organizational structures, and sustained through strong internal and external alignment. He also expands the conversation into multiple dimensions of alliance value, including product integration, market access, operations, and long-term growth, showing that alliances are not a single function but a cross-functional system that requires coordination across the company.
Best takeaway
Strong alliances are not the result of individual deals, but of intentional design across strategy, structure, and relationships. Most partnerships fail not because the idea was wrong, but because companies underestimate the level of alignment and investment required to make them work over time.
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