Strategic Alliance Magazine Q2 2019 - 31
2 019 A S A P G L O B A L A L L I A N C E S U M M I T
"Take the Marriot example-putting Alexas in every
room. That connection point is very complicated [to
enable] delivering the seamless, always on, engaged experience. All of that has to come together in this
seamless way-no longer are there these hard lines between where a brand begins and where a brand ends,"
Bova commented.
For instance, are you ready for Alexa integrated into
your car? "It might say, 'It's currently 2 p.m., you are in
desperate need of a coffee. There's a Starbucks five minutes from here. Do you need directions?' Not only can the
Alexa give you directions, but it can order the drink, and
pay for it, all before you even get there. We've now gone
"Growth is a thinking game. If
you were to restart a channel
or alliance program, and didn't
have to worry about legacy,
what would you do differently?"
- Tiffani Bova, global consumer growth and
innovation evangelist at Salesforce
form loyalty card to using my phone to using my car to
deliver the experience," Bova continued. "A person sitting
in that car is having a very different driving experience.
How many cup holders you have is so 1990s. Now it's how
many USB ports? Is it a hotspot? Is there a place where I
can put my iPad?" And for companies and their partnering leaders? "What is my product today and how do I
actually partner with a broader ecosystem?"
This brought her to the challenge of deciding on the
path or combination of paths to effectively grow your
company. (As in her book, Bova's talk solely focused on
organic growth paths.) Understanding market context is
crucial, she said, offering another example. Netflix, making its move to expand abroad, had to decide whether or
not to provide a mail-order movie service, or progress
straight to internet-based streaming. "That's context-
knowing what the market can handle at the right time,"
Bova said. "Make the decision based on the context of the
market today. If something didn't work five years ago, I
don't care. What's going to work today?" Since internet
access was nearly ubiquitous in Netflix's target markets
overseas, the company made the decision to forgo the
mail-order service and proceed straight to streaming. It
proved to be a winning decision.
"It's not about a single growth path-it's never one
thing," Bova emphasized. "I found that high-performing
companies doing partnering particularly well were also
doing sales optimization really well and customer experience really well-doing a combination of things to deliver
a better partnering experience. The combination is really
about the 1+1=3."
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