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The importance of partnerships to business success is on the rise. More
than 85% of ITSMA members report that partners have become more important
to their services marketing strategy over the last year. Through collaboration,
partners can provide clients with comprehensive solutions that are much
more than the sum of the parts, yielding increased revenue and profits.
In a time of extreme competitive pressure, however, creating win-win
marketing strategies with partners has proven to be quite difficult. Although
almost two thirds of ITSMA members already rely on partners to help generate
significant shares of revenue, many of these firms report that their partner
marketing strategies still have a long way to go.
This ITSMA briefing presentation explores the value and importance of
strategic partnerships in today's market; reviews new ITSMA data on trends
in collaborative marketing; highlights key challenges and best practices;
and outlines steps toward creating deeper and more valuable marketing
partnerships.
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