Articles & Publications
Exponential Edge's network of experts publish their research findings in top publications worldwide, and write media reports based on our client work and latest thinking. CEO and Founder, Adrian Ott regularly speaks at industry events, providing creative insights and best practices of marketing and partner programs.

Learn more about our best practices, strategic principles and our latest thoughts on management and strategy in the featured selections below:
+ Strategy, Planning & Operations
+ Strategic Research
+ Alliances & Channels
+ Other Publications
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Strategy, Planning & Operations
How Cisco Fuels the Innovation Pipeline
HBS. N. Calif. Strategy & Growth Roundtable & ASAP-SV
Introduced by Adrian Ott, Roundtable Chair
October 29, 2008 Learn how networking giant Cisco is leveraging its ecosystem of alliance partners, acquisitions and other sources to augment its internal development to fuel the company’s growth. Steve Steinhilber, vice president of strategic alliances at Cisco, shares how partnering is an increasingly critical tool in addition to mergers and acquisition to increase innovation and growth. In this podcast of a roundtable event, you’ll learn: * How partnering supports the mergers and acquisition process

* How partnering for innovation differs from go-to-market partnering
* What processes large companies use to manage alliance relationships
* How smaller companies enter the pipeline and get notice
58 Minutes
download podcast   download slides
Are You Building Master-Planned Customer Communities? Or Shanty Towns?
A strategic view of building social media and communities for CMOs
By Adrian C. Ott
Published by: Marketing Profs Today
Free Download
Beyond the 4Ps: The 5Ts of Marketing Operations™
Marketing Operations is emerging as a new discipline. This article explains this new area.
Published by: MarketingProfs Today
Free Download
Activity-Based Marketing PlanningSM: A Key Tool for Planning Effectiveness.
An innovative approach for corporations to apply activity-based costing to the marketing function. An abridged version of this methodology appeared in the WIC Direct Newsletter.
January 2006, 4 Pages.
Predictive Modeling: Innovative Ways to Target Customers and Improve Marketing Processes.
Practical examples of data mining on customer databases yields answers to complex marketing and sales questions.
7 Pages.
Free Download  
Global Industry Dashboard™: A Powerful New Tool for Strategic Marketing & Global Planning.
Why current industry definitions are insufficient for market planning and an overview of an emerging methodology that enables superior planning.
December 2005, 4 Pages.
Strategic Research
8 Trends in Business IT Resiliency.
Summary of in-depth Interviews with executives at Major Corporations.
January 2006, 5 Pages.
E-Commerce Organizational Best Practices at Leading Technology Firms; Summary of Findings.
Includes 12 most common mistakes made by corporations.
January 2005, 4 Pages.
Alliances & Channels
Silicon Valley Chief Alliance Officer Summit 2009
27 senior executives from Silicon Valley's largest companies such as Cisco, IBM, HP, eBay, SAP,, Oracle and others weigh in at the annual 2009 Roundtable on the economy, best practices and trends. The companies represented shape not only Silicon Valley's economy but the world's technology landscape. Session Moderated by Adrian Ott.
Free Download
Silicon Valley Chief Alliance Officer Meeting 2008: Takeaways, Best Practices and Implications.
Exponential Edge moderated this discussion among Silicon Valley Thought Leaders. This white paper shares what they said.
Free Download
Get The Most Out Of Your Strategic Alliance Organization
By Adrian C. Ott and Ann E. Trampas
Published by: CEO Online
Free Download
Free Download  
Are your SI alliances Strategic Weapons? Or Relationships of Convenience?
Are you working with the right Systems Integrators? Methodologies and steps to ensure the right mix of partners for your corporation.
5 Pages.
Services IP: A Huge Opportunity and a Huge Threat.
Service arms of high-tech companies are seeking to expand market reach through channel partners. This poses tremendous opportunities, and entails potential pitfalls to consider. This article reviews best practices and considerations.
Free Download  
Interview on Partnering Trends.
Adrian Ott, CEO of Exponential Edge is interviewed for Kennedy Information Study, Publishers of Consulting Magazine.
Free Download  
Strategic Alliances: Top 10 Pitfalls to Avoid When Approaching Large Companies
Published in Software Development Forum Magazine.
Free Download  
Download Analysis from Recent Marketing Survey:
Study finds Independent Consultants use extensive alliances to innovate and compete.
>Free Download - Press Release
>Free Download - Study Results
Other Publications
Silicon Valley Ecosystem 2005.
Presentation made by Exponential Edge® to University of Ottawa Executive MBA Program. For a copy please send an e-mail to
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Adrian yielded impressive results through her in-depth knowledge …that enables her to frame discussions and ask insightful questions that others may overlook.”
Erna Arnesen
VP Global Services Channels and Alliances
Cisco Systems
Fast Company Blog
Exponential Ideas®
for our Newsletter
Thought Leadership
Fast Company: B.E.Y.O.N.D. Disruptive Competitive Threat Assessment
TEDx BayArea Presentation: Adrian Ott on The Invisible Hand of Time [Video]
Fast Company: The Rise of the Inattention Economy
Change This Manifesto: How Time Pressures Shape Behavior (and Provide Clues to Solving Complex Issues in Business, Health and Society).
FastCompany: Facebook Messages: Time-Value Innovation Trumps Feature Innovation
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