Guest Column | April 25, 2014

5 Things To Look For In A Partner

Gloria Canales, Channel Marketing Manager, Parascript

By Gloria Canales, Channel Marketing Manager, Parascript

Many companies today credit at least part of their success to strong and meaningful partnerships. These strategic alliances can help drive growth and profitability and allow businesses to gain a competitive advantage by accessing a partner’s resources, such as technologies, marketing support, and capital.  

“Partnerships,” and what constitutes a good partner relationship, can also be a controversial subject. This was the topic of a lively exchange at the 2014 Service Provider Executive Forum panel at the AIIM Conference in Orlando this April, where participants likened it to an “ongoing relationship” and even “picking a spouse.”

It is true, to the point above, that just like a marriage good partnerships have to be beneficial for both parties. Companies should choose partners that want to engage with them and who can offer resources that can help them identify new markets and grow their customer base. Like Abbott and Costello, Bonnie and Clyde, and even Tom and Jerry — good partnerships boil down to creating and sustaining profitable partnerships that add real value.

Finding the right allies, however, is not always an easy task. How can you make sure you are making the best decisions when it comes to who your organization partners with?

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