Definition
A technology alliance is a partnership between two vendors whose products work together for shared customers. It usually starts with a product integration. It can grow into joint marketing, co-selling and shared go-to-market plans. Alliance managers own these relationships on each side.
Alliances differ from resale partnerships because neither vendor usually resells the other's product. The value comes from a better combined solution and access to each other's customers and sellers.
Many alliances stall after an integration is built. The ones that last usually have named field contacts, account mapping and a short list of joint target accounts.
In practice
An identity security vendor and an endpoint security vendor build an integration, then map shared customers and run a joint campaign for accounts that own only one of the two products.