Partnership Scope
Active Directions has recently established a strategy advisory partnership with an accounting firm tailored to their specific client base. Drawing from our experience with similar partnerships across advisory, accounting, legal, and investment firms, we wanted to share our learnings.
Learnings
- Clarify the Intent: Start by aligning on the purpose of the partnership. Is it a short-term tactical collaboration or a long-term strategic alliance? This clarity helps determine the level of commitment and resources each party will invest.
- Secure Executive Sponsorship: For a partnership to succeed, it must have visible support from the CEO. While operational details can be managed by team leads, executive backing signals importance and ensures momentum.
- Co-Plan with Champions: Identify champions from both organisations to co-design how the partnership will work. Share client scenarios and insights openly to build trust and deepen mutual understanding.
- Start Small with a Pilot: Find an early opportunity to collaborate. A real-world test will reveal how well the partnership functions and where adjustments are needed. At the pilot stage, a formal contract may not be necessary, however, a simple Memorandum of Understanding (MoU) can serve as a good reference point.
- Discuss Possible Outcomes: Even early on, it’s helpful to explore potential future scenarios—whether that’s scaling into a strategic alliance, forming a joint venture, or recognising signs the partnership may not be sustainable. Having these conversations early helps manage expectations and reduce risk.
Questions to Start Exploring a B2B Referral Partnership
Based on our experience, successful partnerships are built on shared intent, executive support, and early collaboration. Here are a few questions to guide your discussion:
- What would success look like for each party, using tangible measures?
- How would we ramp the partnership up towards critical momentum?
- What check-in meetings, reporting and communications activity will we use to keep the partnership a focus for the first 3 months, and the 3, 6, 9 months after that?
Building a successful partnership takes more than good intentions—it requires clarity, commitment, and collaboration from the start. By aligning on purpose, securing executive sponsorship, and testing early through pilot initiatives, organisations can lay the groundwork for long-term value. If you’re considering a strategic partnership or want guidance on shaping one that works, we’re here to help.
Please book an appointment to explore how we can support your partnership journey—from initial planning to sustained execution.
