Big Results for Small Firms Through Alliances

Read more articles by Sally Glick here.

One of the most interesting ways to get some good exposure for your firm in the business community is through strategic alliances, sponsorships, and partnerships with those organizations or individuals who serve the same audience as you do.

Sponsorships imply a one-time interaction, such as sponsoring a nonprofit conference or a roundtable with a local law firm on estate planning. This is a transactional relationship and one that involves money or database exchange but doesn’t rely on any more meaningful commitment to each other.

A strategic alliance or partnership, on the other hand, involves a deeper, more significant connection between two parties. These types of relationships, founded on networking and personal interactions, often lead to high-quality referrals, mutually beneficial opportunities, and relationships founded on trust that can stand the test of time. The key is nurturing them and giving them time to grow.

Recognizing that we are in a relationship-driven profession, the more meaningful relationships you are able to build on behalf of the firm, the more powerful, well-recognized, and well-respected you can become. Both an informal but consistent alliance and a more formal partnership enable you to work collectively, leveraging each other’s influence, to create new opportunities together that you would not have enjoyed individually. It is the combination that brings the terrific results. When these relationships are well-thought out based on your firm’s growth goals, niche experience, and existing expertise – as well as future plans – they can have a very significant impact on your success.

Consider adding alliances to your marketing mix by starting slowly in one key area and then expanding the idea as time and resources allow.

Let me know what successes you are having in this area! We would love to hear from you.

About the author:
Sally Glick is CMO and principal of Sobel & Co. LLC. She was named Accounting Marketer of the Year for 2003 and was voted into the AAM Hall of Fame in 2007. She can be reached at

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