Alliance Strategies – Part 4 – Products

Products – Tools

The Alliance Partner program also includes “Product Partner” companies that offer tools-level products complementary to those from National Instruments, such as cameras, motors, stages, sensors, and more.

In addition, Alliance Partners package their expertise into National Instruments LabVIEW add-ons and toolkits. Often, the most successful Alliance Partners tend to be more vertical with significant value added, not generic routines. Besides, if your product is truly general purpose, NI is probably developing a similar product already. Before developing such a product, you may want to consider whether it is really something you want to produce or keep as a competitive advantage. Often, a toolkit can become a calling card to sell your services.

Another consideration is whether you are actually prepared for the product business model. Becoming a tools supplier requires a different approach to R&D, marketing, sales, and support. Selling tools requires mass marketing techniques. You need data sheets, demos, a Web presence, and more. Selling tools also requires a short sales cycle, so you need to invest in Web and tele-sales. Be sure to price your tools to include marketing and support costs.

Working with NI

The good news is that NI sells and markets at the tools-level, so it is easier to integrate and leverage our business development efforts. You can start with marketing your tool on ni.com. Your Alliance Partner profile should include your product description. If it is an NI LabVIEW add-on, it automatically shows up in the LabVIEW Tools Network. Third-party advisors, such as Motion Advisor and Camera Advisor, also may be applicable.

Product partners also can take advantage of marketing at NI events. For example, you can exhibit at NIWeek, NI Technical Symposium (NITS), and NIDays to interface with NI customers looking for the latest tools from NI and its partners.

For specialty tools, contact the product marketing manager whose product closely aligns with yours to discuss co-marketing plans. Recognize that the product marketing manager’s primary goal is generating leads for his or her products, so co-marketing should be a win-win situation. For example, use a direct mail campaign or Webinar that cross-markets to both your database and an NI database.

While it is tempting to think that the worldwide NI sales organization can become your virtual sales force, it is probably too much to expect sales to remember your product. NI district sales managers (DSMs) are busy trying to keep up with NI product releases. Rather than sending the DSMs your literature, make sure you are listed on ni.com. This way, the NI sales organization can find you too. You also can talk to your respective product marketing manager to learn how you can participate in his or her sales training and information as a way to get the attention of the NI sales force.

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