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Also known as: strategic partnerships, channel partnerships, alliance strategy

Partnership Strategy

TechnicalStrategiesSales

Definition

Partnership Strategy: Partnership strategy leverages relationships with other companies to create mutual value—through integration, co-selling, distribution, or co-marketing. Effective partnerships align incentives and provide benefits neither party could achieve alone. They require careful structure, clear agreements, and ongoing relationship management.

Example Usage

“Our Salesforce partnership generates 25% of new business. Their sales team recommends us; we share revenue and make their platform stickier.”

Common Misconceptions

Any partnership adds value. Bad partnerships consume resources without returns; be selective.
Sign the deal and revenue flows. Partnerships require ongoing activation, enablement, and relationship management.
Partner with the biggest names. Smaller partners with aligned incentives often deliver better results.

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