Partners can be effective in adding to your total value proposition, better addressing your customer’s needs, further differentiating your product from the competition, and helping acquire more customers, faster. They can even help fill holes in your offerings or delivery, all while extending the strength of your brand to potential customers.

Intelligently managing partners also helps marketers understand what can be attributed to each marketing factor and channel to explain the influence on sales.

Most importantly, partners should help deliver one shared experience to your end consumer.