Summary
Comarketing relationships require varying degrees of marketing support. Companies in a comarketing relationship must have matching expectations for what the relationship will accomplish, as well as the responsibilities of each organization. Comarketing efforts that deliver discordant messaging to target audiences usually deliver disappointing results.
Comarketing relationships between B2B organizations require different mixes of marketing support, depending on the go-to-market approach agreed upon by the participants. In this report, we examine four levels of comarketing relationships, and the marketing support necessary to support them.
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