How to: Work with your channel partners

Engaging your channel partners can lead to far greater return for your business. Kirsty Gilchrist, MD at Twogether, reveals how to go about improving those relationships

Collectively, vendors spend $23 billion a year on channel marketing. Yet as many as two-thirds of partners want more marketing support from their vendors. Are they greedy and ungrateful – or simply not getting the right kind of support?