UNLOCKING THE HIDDEN CURRENCY OF CHANNEL PARTNER RELATIONSHIP
It happens to program managers all the time. First, the high of securing a new partnership. The certainty that sales will surge. The expectation partners will become your brand advocates overnight. Then fast forward a few months, and the dreamy anticipation fades into a different story. Communication has become irregular, leads aren’t flowing in as you’d hoped, and getting partners to engage has started to feel like pulling teeth. What went wrong?
The reality is that channel partnerships go deeper than contracts and quotas. They’re a balance of exchanges built on trust, loyalty, and mutual benefits.
