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The Partner Directory page on an Independent Software Vendor’s (ISV’s)website can look very impressive. But, the truth is that up to 90% of those partnerships have not lived up to original expectations.

Trust is a fundamental aspect of any successful #channel partnership. But it’s often too generalized, overlooked, and consequently goes unearned, leaving the partnership to stagnate and never reach its potential. More predictably, partners focus on the transactional aspects of the collaboration, such as conversions, ARR, and other deliverables, neglecting the crucial element of trust as a foundation builder.