Advice for Vendors Seeking Channel Partnerships: “It’s Not About You.”

When looking to build mutually-rewarding channel partnerships, too many vendors make the mistake of treating all partners the same or according to some narrowly-defined label. Others wrongly pursue an inside-out approach, putting too much emphasis on their own product or brand leadership.

Larry Walsh, CEO and Chief Analyst at business strategy firm 2112 Group, has this advice for vendors: In channel partnerships, “it’s not about you.” In a video interview with Channel Marketing Journal at #CPExpo, he suggests a different strategy to address what every channel partner wants to know, which is: “What’s in for me?” Watch this video for insight.