Julie Schwartz, Senior Vice President, Research at Momentum ITSMA, gets to know her new colleague, Phil Brown, Momentum ITSMA’s Head of Go-To-Market (GTM) Consulting.
In this Viewpoint, Julie asks Phil about key challenges B2B providers face when it comes to partner relationships, including what they are doing right and where do they struggle. In his responses, Phil outlines the building blocks of a best-practice partner program and identifies what needs to change as partners increase their involvement in the full customer lifecycle. The two also discuss the groundswell in ABM with partners, where it is today and what the future could look like.
Other key takeaways include the observation that the dynamic between vendors and partners is fundamentally changing, and the linear transactional model is obsolete. B2B solution providers instead need to collaborate with partners to craft compelling solutions to meet customer needs, which will require different skills, processes, tools, and mindsets.
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Momentum ITSMA is delighted to announce the acquisition of B2B go-to-market consultancy, OneGTM.