Specialist Engineering Firm’s Growth Through Strategic Partnerships
Situation
A 30-year specialist robotics producer faced a pivotal moment in its history as it sought to transition from an engineering-focused company to a commercially viable enterprise. With ambitious targets of $200M in sales for 2023 and 10 operational customers in 2022, the company needed to scale its core product, expand into new markets, and support the commercialization of a recently-launched line extension. However, the company faced challenges including limited commercial adoption, the need for greater product reliability, better application support, and improved integrations with 3rd-party solutions.
Project
JCY Advisors worked with the client to develop a comprehensive partnership program blueprint to accelerate market penetration and commercial success through strategic collaboration. Key elements of the plan included:
Design of a dedicated Partnerships organization spanning Commercial and Product functions
Strategic focus on three applications: Enterprise Asset Management, Digital Twins, and Radiation Detection
An accelerated, five-phased approach to solution development from Market Scan to Commercialization
Definition of three distinct partnership models: Strategic, Co-development, Resale/Co-sale, and Marketing
Prioritization of higher-value partnerships with systems integrators who influence enterprise transformation initiatives.
Results
The program design and structured implementation plan enabled partnership-led growth outcomes for the client:
Enhanced ability to reach enterprise customers through global systems integrators
Accelerated time-to-value for customers via targeted integrated solutions
Improved service coverage and responsiveness through partner networks
Reduced post-sale support burden through partner enablement
Creation of a framework for extending product functionality through pre-integrated capabilities
Establishment of a clear path to transition from "explorers" and "experimenters" to operational "operators" with larger deployments
Development of specific partner integration opportunities across payload, software, VARs, and solutions providers.