ALL STRATEGIC PARTNERSHIPS have an underlying ulterior motive. Some partnerships are done for the sake of generating revenue, others for growing a user base. But all cross-company collaborations should be done with the intention of getting product feedback.

Feedback is a gift, as they say, and users supply feedback to companies implicitly by utilizing some features and backing away from others. It is important, however, beyond A/B testing or focus groups, to receive product feedback from a partner or prospective partner. It is the job of the BD team, in conjunction with the developer advocate and other technical members of the partnership, to solicit and collect this feedback and then work to incorporate it into the ...

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