Make The Case For Partner Loyalty Investment

Partners will remain loyal to a vendor to the extent that the vendor relationship helps them achieve their business goals. The strength of this partner-vendor relationship is determined by multiple drivers, the most important of which you have direct control. To begin building partner loyalty over the long term, sales enablement professionals must first assess the strength of the loyalty-generating drivers in their program and prioritize further investments in these drivers accordingly. This report was originally published on August 16, 2012; Forrester reviews and updates it periodically for continued relevance and accuracy, and this time found that only minimal changes were needed, and updated it accordingly as of December 2014.