Partner Loyalty Framework Deep Dive: Strategy

Suppliers seeking loyal partners must develop market-leading strategies to innovate, communicate and share knowledge across their channel networks. Products and solutions, communications, and training offerings must be tailored to partners’ market opportunities and challenges. Partners that see their input valued and acted upon are more likely to appreciate the supplier’s commitment to the relationship.

As B2B suppliers attempt to extend their reach, they engage with many channel partners but struggle to sustain long-term partner loyalty. The result is a series of fleeting and unsatisfying partner relationships. In this report, the last in a three-part series, we examine elements of channel program strategy that foreshadow successful efforts by suppliers to maximize their partner mindshare and increase long-term partner loyalty.