Allison Munro: Transforming Ecosystems From Transactional to Integrated GTM

Ecosystem Aces

When marketing is done right, it’s an integrated approach that builds value and demand, captures that demand in-market and delivers on a brand promise with an excellent experience. According to Allison Munro, Chief Marketing and Ecosystem Officer at Vena, ecosystems aren’t much different.
Over the past few years, Allison has played a significant role in the unique evolution of Vena’s ecosystem strategy. Rather than treating ecosystems as a sales execution in business, Allison’s team transformed partnership from a business function to an integrated go-to-market component. For most, this ambitious shift marks the beginning of an exciting journey into unknown territory—fortunately, there is an unexpected professional with the expertise in motion strategy ready to lead the way: CMOs, market leaders and marketing experts.
The goal of this transformation is clean-cut and simple: create a seamless, frictionless experience from awareness through purchase and beyond for shared customers. But the path to go-to-market integration can be a bit more hazy, requiring partners to work together transparently to develop platform strategy alongside one another. Allison shares exactly how Vena is doing just that, and in turn, driving transformation in ecosystem partnerships globally.
Join us as we discuss:

• Shifting from sales-led to integrated partnerships and the immense value this transformation offers for customers and partners
• Integrating value into the customer journey, driving execution and managing change
• Building trust and credibility internally and with customers
• Marketing as the fabric of an organization

Here are some additional episodes featuring other ecosystem leaders that might interest you:

• #164 Jason Eichenholz: How Wipro Accelerated Revenue Growth with Their Ecosystem
• #156 Libby Greco: Get Out There and Break The Glass
• #154 Suresh Kumar Tulluri: Is Your Roadmap Future Proof?
• #152 David La Rose: Strengthening Partner Commitments In The Ecosystem Era
• #151 Mike Stocker: Close 40% More Deals with Partner Influence

Links & Resources

• Learn more about how WorkSpan helps customers accelerate their ecosystem flywheel through Co-selling, Co-innovating, Co-investing, and Co-marketing.
• Download The Ultimate Guide to Drive Co-sell Partnerships!
• Subscribe to the Ecosystem Aces Podcast on Apple Podcast, Spotify, Stitcher, Google Podcast.
• Join the WorkSpan Community to engage with other partner ecosystem leaders on best practices, news, events, jobs, and other tips to advance your career in partnering.
• Find insightful articles on how to lead and get the most out of your partner ecosystem on the WorkSpan blog.
• To contact the host, Chip Rodgers, with topic ideas, suggest a guest, or join the conversation about modern partnering, he can be reached on Twitter, LinkedIn, or send Chip an email at: [e-mail]

This episode of Ecosystem Aces is sponsored by WorkSpan.
WorkSpan is the #1 ecosystem business management platform. We give CROs a digital platform to turbocharge indirect revenue with their partner teams at higher win rates and lower costs. We connect your partners on a live network with cross-company business applications to build, market, and sell together. We power the top 10 business ecosystems in the technology and communications industry today, managing over $50 billion in the joint pipeline.