Unfortunately most strategic alliances fall short of their goals, often failing completely. Yet this type of arrangement can be critical to the success of young startups, fast-growing ‘tweeners, as well as established giants. How can smaller companies – the Pigs in our metaphor – avoid the treacherous pitfalls and dramatically increase their chances of success when they engage in critical growth initiatives with larger organizations?
Until quite recently, the only customers adopting cloud-based technologies to solve mission-critical problems were small businesses or fast-growing startups, many of them online companies themselves. Things have changed dramatically in the past few years, leaving vendors with a lot to learn – or re-learn, in the case of older companies transitioning their technology and business model to the cloud – as they race to engage larger customers in more complex implementations.