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The CXO Guide: Partner Relationship Management – Getting It Right


The current marketplace for products and services, be it B2B or B2C, is characterized by intense competitiveness never seen before, accounted for by a lack of differentiation in offerings, technology-fueled disruptions, and a dizzying pace of transformation. Companies are producing, selling, and pivoting at a faster pace than ever before. Businesses that want to thrive in this economy need to be agile and lean. Frontrunners are doing everything they can to stay ahead of the competition, including reaching out to sales partners to facilitate rapid growth. In addition to increasing revenue, sales partnerships offer businesses the ability to expand into new territories with minimal investment.

A recent Accenture report states that most technology companies rely on indirect sales channels to promote their business. Some Fortune 500 companies, such as Cisco, drive one-third of their sales through indirect channels and generate upward of 80% of their revenue through channel partners.

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