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How to Structure a Strategic Partnership

Strategic partnerships are a key differentiating strategy for many companies. Sales through a channel other than a company’s direct sales team provide companies with the opportunity to increase revenue, expand into new markets, and capture new customers. Strategic partnerships can also help a company strengthen its brand and build market share. For all these reasons it is important to invest time and resources early in the relationship to structure a mutually beneficial partnership that will greatly increase the odds of creating a successful long-term relationship.