Summary
Today's empowered B2B customers demand a new level of specialization and sophistication from third-party firms that assist them. Choosing the wrong partners can have dire consequences on your business: increasing costs, limiting revenue growth, and ceding new markets to competitors. Channel leaders need a partner-centric approach to recruitment modeled on the best practices of account-based marketing (ABM). Forrester calls this partner-based marketing (PBM).
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