How to Choose Better Partners

Vendors, like partners, should be prudent and methodical when it comes to recruiting allies.

By T.C. Doyle

In an increasingly competitive business landscape, technology vendors are under pressure to optimize their go-to-market strategies. This includes getting the most out of their business partners.

Choosing the right partners can significantly impact a vendor’s growth trajectory, customer satisfaction levels, and competitive standing in a market. Unfortunately, vendors often struggle to build an ecosystem of allies that satisfies their business objectives. There are several reasons for this. Many partner programs are cobbled together over time in an ad hoc manner. Others change at the whims of an ever-changing roster of business leaders. And still more are plagued by chronic underfunding or bureaucratic inflexibility.

Despite challenges, there are best practices tha...

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