More and more I am believing that the strategic partnership is marketing's great frontier.

There is nothing new about two entities joining forces and collaborating in some fashion, but I'm seeing a lot more of it. And I'm recommending a lot more of it.

A strategic linking of complementary businesses is becoming an ordinary part of the planning process. Long gone are the days when we decided "what to advertise and where to advertise," and that's about it. We feast on companies that are stuck in that kind of limited thinking.

Creativity isn't just for graphic design, it's for finding ways your business can evolve to something more.

Of marketing's "Four P's," strategic partnerships are now a critical element of Placement. For a great read on where to find mutually beneficial relationships, read pages 49-80 of Blue Ocean Strategy. (Actually, read the whole thing.)

Who shares your same customer? Who shares your same image? Who can link you to higher visibility while you do the same for them?

Labels: marketing, planning, strategy