The Relationship Alliance

 

… putting strategy & relationships before marketing disciplines

Our Approach …

 

The Relationship Alliance’s approach is based on THREE simple precepts:

 

Firstly, it is what you want to gain from your organisation’s relationships with your key stakeholders that is important—not which marketing discipline should have the ion’s share of the budget!  So right stakeholders for right messages through right channels.

 

Secondly, for marketing to succeed you MUST be able to measure the effect you have achieved from your activities.  You need to be able to understand if your objectives are realistic before you start out on your marketing journey.  Then you MUST be able to quantify your outcomes and understand if the return on investment achieved is acceptable.

 

Finally, for relationship marketing to be truly effective, there has to be mutual value exchange between the stakeholders.  So you must be able to understand the value of the relationship, the value of the marketing resource, from everyone’s perspective.  It’s not just about what the organisation wants to get, it’s about what everyone is looking for.

 

Once we have worked with our clients to build this level of fundamental understanding it is possible to identify the changes on stakeholder behaviour the organisation needs to affect to achieve its business and marketing objectives.  Our approach is based on an evaluation of what Is happening in the Relationship Pipe ©.

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The Relationship Alliance