Chapter 5. Channels
The surest way for an executive to kill himself is to refuse to learn how and when and to whom to delegate. | ||
| --J. C. PENNEY | ||
The aim of a marketing alliance is to position your company as an attractive supplier of what a buyer is looking for. CEOs and CSOs may create alliances that look great and press-worthy from a high level, but that may not help the field.
Depending upon their fit for your market, go-to-market partners win or kill deals. A partner offering, dynamite in a large enterprise bid, may be cost ineffective in SME (small and medium enterprise) markets. By partnering on an SME deal, the partner’s pricing may put your sales organization at a disadvantage. The partner may have a great reputation in his market, but what’s ...
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