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"Ally vs. Assimilate: Make Your Reseller Channel Your Partner"
by Alan See - Adjunct Faculty Member
University of Phoenix
Kickapoo Partners? Many an alliance manager has felt their partner's resistance, frustration and anger as they tried to convince them to assimilate to their way of doing business. Your channel partners are independent business organizations that want to ally, not assimilate. How do you brand your channel organization to be viewed as an alliance instead of an assimilator? Successful alliance organizations practice six key branding elements ...
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