Working in tandem with your company’s channel partners to achieve your separate and corresponding goals is an underrated but useful approach to a smooth and mutually beneficial relationship.
It’s important to remember your channel partners are their own entities that have individual goals, challenges, and expectations. They also have many other variables vying for their attention and business. As such, you may think that it could be difficult – or even impossible – to align them with your goals. So, naturally, your goals and the goals of your channel partners will always be misaligned – or will they?