Channel Conflict Deep Dive: Partner Agreements

Many B2B organizations fail to include key terms in their partner agreements that can be used to mitigate conflict and drive performance. There are six core focus areas for channel leaders when creating or altering the structure of partner agreements. If original agreements cannot be altered, consider creating addenda or incremental letters of understanding to enhance your channel relationships. In the report A Model for Managing Channel Conflict, we categorized and described six core causes of channel conflict; in this report, we delve deeply into the first cause — partner agreements — and discuss what can be done to minimize it.