Relationships between organizations that are established for the purpose of referring leads to each other are strategic alliances. The alliance relationship differs from the channel relationship in that each company ends up doing its business directly with the end user. Strategic alliances require a different method of care than do channel partners. These relationships have a “keep score” mentality, and in order to remain effective, they must have equity between organizations. However, should one organization carry the materials of another, its recommendations may appear suspect.
   The key questions are: How do you leverage the joint sales and marketing capabilities that exist between alliance partners? What about exclusivity? Finally, which alliance partners are in the best position to send business to your company and receive business from it as well? Achievence has set up many effective strategic alliance programs and helped its client companies leverage these relationships to receive the majority of their business from these warm leads.