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For our purposes, we’ll refer to all such organizations collectively as “channel partners” or “resellers.”
The key to targeting channel partners and the people they employ is to remember: These people work for their own organizations or for an organization other than yours – they are not employees of your company. Further, they likely represent other companies with which your organization competes and which have their own marketing and management strategies to get them engaged and maximize their performance.
Bottom line: A channel partner and its people will generally be driven to do what is best first for their own organization, and not necessarily what your organization wants them to do...
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