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Whether a tech startup or a consumer-focused brand, you still need a digital content strategy to make the most of your market presence. We found that seeking outside help was the best way to go for us.

In my final article in this series, let's talk about metrics. Measuring your channel performance is status quo. Some metrics you need now, and some you need later.

With our initial steps completed to get your alliance up and running, let’s advance the timeline. This early in the relationship, the tangible benefits are still a couple of faithful leaps forward. However, there are a few metrics you can start putting down to check if the partnership is meeting your original goals. Here are three data points I like to establish early.

Agile, cloud-based applications rely on many automation tools—some of which integrate with each other nicely, others less so. At the same time, everything involved with creating, maintaining and operating a cloud-based application is evolving rapidly. It’s difficult for companies with limited IT budgets to keep up. In this fast-moving environment, companies struggle to plan for five, ten or fifteen years in the future, especially when it’s impossible to predict what the tools or infrastructure of the future will look like.

But planning for the future, whether it’s one or ten years down the road, is something all companies need to think about, even as they rush to clean up existing technical debt.

In my second article about alliances, I want to have a conversation about building a value-based relationship with accountability at its core. Why am I even writing about this? Shouldn't this be webbed into the fabric of every partnering relationship?

When you’re looking for strategic partnerships, a top motivation is how the alliance creates value for your end customers. Understanding how to build a relationship might seem tangential to that goal, but it is essential. If the partnership mechanics don’t work right, customers will sense it—through poorer experiences, support breakdowns, and incomplete promises.