Your startup or growing small company has an innovative but very new and targeted solution. Likewise you have a brilliant but very small and busy team. Everyone is looking for opportunities to scale. A large company with established, complementary and most importantly non-competing solutions has the potential to deliver that scale through a well-crafted channel arrangement. Unfortunately, it is far too easy to veer off the path to an effective channel partnership by following intuitive impulses rather than creating and ideally codifying a strategy that leverages the power of mutual interest.
