Quarter 3, 2011
The magazine of the Association of Strategic Alliance Professionals ASAP BOARD & MARKETING COMMITTEE CHAIRS Russ Buchanan, CA-AM ASAP Chairman of the Board Vice President, Worldwide Alliances Xerox Corp. Jan Twombly, CSAP Chairman, ASAP Marketing Committee Member, ASAP Executive Committee President, The Rhythm of Business, Inc.
in this issue 50 n SPECIAL FOCUS: technology
Schneider Electric Gets Smart About Alliance Management The “Good Old World” of Energy Management Needs Alliances to Incorporate a New World of Digital Technologies By John W. DeWitt and Jon Lavietes
While Cisco is using its alliance management capabilities to capitalize on new opportunities presented by the Smart Grid and other IT-based utilities and infrastructure solutions, energy management companies like Schneider Electric are realizing they need their own alliance management function to keep pace with a fast-moving IT community.
n PROFESSIONAL PERSPECTIVES
Partnering on an Alien Planet Alliances Are Now Counted On to Help Companies Ease into New Markets | By Steve Steinhilber
When Cisco broke into the electric utilities market, it was entering a whole new world. How it responded suggests lessons for other alliances and industries. Strategic Alliance Magazine is published quarterly. Publisher is The Association of Strategic Alliance Professionals, 960 Turnpike Street, Canton, MA 02021, 781-562-1630. Subscriptions are $99 for one year, $189 for two years. Canadian subscriptions are $149 per year. All other international subscriptions are $199 (using air mail). Subscription inquiries: +1 781-562-1630. Periodicals postage is paid in Chicopee, MA, and additional mailing offices. Postmaster: Send address changes to STRATEGIC ALLIANCE MAGAZINE, 960 Turnpike Street, Canton, MA02021. Copyright 2011, The Association of Strategic Alliance Professionals. No part of this publication may be reproduced, stored in any retrieval system or transmitted, in any form or by any means, electronic, mechanical, photocopying, recording or otherwise, without the prior written permission of the publisher. For reprints, please contact The Association of Strategic Alliance Professionals, 781-562-1630. Quarter 3, 2011
n THE CLOSE
Inside Microsoft’s Partner Ecosystem
ASAP Media Finds an Enthusiastic Welcome—and a Pervasive Alliance Management Presence—at the Software Giant’s “Collaboration-Inspired” Annual Conclave | By John W. DeWitt
The alliance management profession and this new magazine that serves it now play an absolutely essential role, in high tech and far beyond. 11
Non ASAP Member Limited Edition, Q3, 2011