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Relayware at the Association of Strategic Alliance Professionals Annual Summit

I was really impressed with the collaborative spirit of ASAP members, and we look forward to continuing to learn from this intelligent community.

Relayware Partner Relationship Management

Relayware at the Association of Strategic Alliance Professionals Annual Summit

By Allison Watters, Relayware Director of Marketing

This week, Relayware attended the Association of Strategic Alliance Professionals’ Annual Summit. This professional association is dedicated to negotiating, planning and executing alliances and other collaborative business relationships. We are new members, so we are still getting familiar with the people and discovering the depths of value of this organization.

Everyone at this conference cares deeply about improving the chance for partnership success. One keynote speaker from Space Florida, the aerospace economic development agency of the State of Florida, pointed out that the future depends on collaboration. While this is very true of space travel, it’s a message that resonates across all industries. In every session I attended knowledgeable experts were sharing strategies for partnership success at every stage of a partnership from onboarding all the way to how wind down a partnership successfully.

I found the session “Optimizing Channel Relationships” particularly compelling. Everyone in the room was engaged. Some were asking questions as they begin to chart out better ways to forge effective partner relationships, and others were sharing strategies and tactics they found had worked for them. The speakers themselves have a long track record of channel relationship management success. They stressed that the vendor must work to understand and appreciate their partners’ business models in order to create mutual trust. Further, open communications and support foster success. These ingredients ensure that both parties understand what to expect from the relationship. Many of these best practices are what we tell our customers, and there’s always something new to learn.

Collaboration runs deep in the bones of all of these professionals attending this conference. They focus on it when they go to work every day as they consider how to make their companies succeed, and everyone I met was very willing to share their experience.

I was really impressed with the collaborative spirit of ASAP members, and we look forward to continuing to learn from this intelligent community.

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