Suppliers And Partners: Evolve Together Or Fail Separately

May 24, 2017

Channel Partners Online | Craig Malloy

When a supplier’s business undergoes significant change, it’s important that all sides consider the impact this may have on the channel ecosystem. Take a critical look: Can partner relationships evolve alongside the supplier? Who are your partners? How are you supporting them? How can you capitalize on mutual strengths to grow to scale?

From day one, our channel partners have been a fundamental piece of our videoconferencing business. As such, we invested significant amounts of time and energy into building collaborative, authentic relationships. But, as the market shifted and our business evolved, we had to reevaluate how best to enable our channel partners.