New Strategies for Partner Marketing—ASAP Strategic Alliance Magazine

Discover what it takes to get channel partners to adopt and use your marketing programs!

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Forget 'Build It and They Will Come'

In this new interview and feature article from the Association of Strategic Alliance Professionals, channel expert Laz Gonzalez explains why:

  • Less than 18 percent of partners are engaged with their suppliers' marketing
  • A "build it and they will come" approach to partner engagement won't work
  • Aligning channel sales and channel marketing strategy and functions must go hand-in-hand