NFIB

Step Off the Porch
08/ 01/ 2003

by Sophie Gibson

Partnering in today's global environment is a new and rewarding way of life for many small firms. The size of a firm no longer dictates the size of its clients. So many larger firms now seek golden opportunities by partnering with small firms like mine that have a distinguished client base. Gone are the days when the larger the firm the more say they have in molding a strategic relationship.

Forming Sojo Inc. has allowed me to build relationships with wonderful people and their companies. For a while, we were able to deliver everything my clients asked for through our own resources. But as they put more trust in us, my clients began to come to me for additional services. We soon had a reputation for being a "one -stop shop" for our clients.

Since we were always telling clients to clearly define who they were, we took our own advice and streamlined our offerings and came up with ways to add value to our eMarketing portfolio. One of the key elements in our portfolio is marketing lists. In our pursuit to find the best companies to get lists from we stumbled on Naviant, now known as Equifax Marketing Services.

I had partnered with other companies before, but none owned by such a corporate giant as Equifax. But the alliance we formed was a win-win for all involved, especially for our clients. The Sojo team creates the strategy and creative for the eMarketing campaigns, while Naviant provides the opt-in list. It is so easy for us to work with a known leader in this new online environment.

So far, this partnership has been successful. There have been no talks of buyouts or stealing of ideas, which I know is a huge concern when extending the hand of partnership to someone who could easily take the whole arm.

My best advice is to get to know the company you are thinking about partnering with. Know their strategy and be sure you are on the same path. If you have any doubts or realize your visions are vastly different, then that company isn't for you.

Also, be very careful when signing exclusive agreements. These agreements often do not allow a small company the flexibility to do business with anyone else forever stunting your growth.

Overall, it's about forming a relationship. Sit down and talk with the people you'll be working with, talk to their past clients, and definitely -- talk to your attorney.

Our partnering experience has been relatively easy. If you can partner with another business to fulfill your services, do so. It's allowed us to save money all while meeting our clients' needs.

Sophie Gibson runs Sojo Inc., a full service technology marketing and marketing communications firm in Alpharetta, Ga.

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This article originally appeared in the August/September 2003 issue of MyBusiness magazine.

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