Market Makers

Partner Marketplaces have become a popular route to growth and success, but 38% of respondents to a recent poll report they are skeptical and have yet to experience a partner marketplace that has generated value for their company. Diagnosing this gap, identifying the right customer engagement strategy and ensuring a tailored approach by sales representatives based on the structure of the marketplace and the specific products being sold is key to success.

In this article for ASAP's Strategic Alliances Quarterly, the authors define the conditions required for value creation – for customers, hosts, and participants.