The channel executive noted that many development ... on technology and development – and so have limited go-to-market, sales and distribution resources. “On a global basis, it just changes ...

“But we recognized that we needed to more tightly integrate the partner ecosystem into our overall go-to-market strategy to truly leverage the power of the channel.” Partners “have deep ...

Rangan, V. K., and Marie Bell. Transforming Your Go-to-Market Strategy: The Three Disciplines of Channel Management. Boston, MA: Harvard Business School Press, 2006.

But the true success of partnership brand marketing lies in its power to open up new and alternative channels of distribution for both the companies and the brands involved. The whole idea behind ...