Types of Partnerships

As a Go-To-Market strategy, developing Strategic Partnerships with other companies can make a huge impact in lowering Customer Acquisition Costs and in achieving scale earlier in the company’s lifecycle. This strategy, also called a Channel or Business Development strategy, takes many forms with a wide variety of complexity depending upon the company’s competitive environment, maturity and specific goals and objectives. At the highest level, a Strategic Partnership is an agreement between two companies to generate incremental sales for each party. I use four categories to define partnership opportunities: Co-MarketingAffiliateCo-Selling; and Reselling.

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