Partners to Market: Building Distribution That Expands Reach

Many strong products struggle because they rely on a single path to customers. Strategic distribution partnerships can open trusted channels, reduce acquisition friction, and create shared value. This book explains how to identify suitable partners, define the joint customer benefit, structure incentives, negotiate responsibilities, and measure performance. It covers resellers, affiliates, integrations, bundles, referral partners, and co-marketing. Readers learn how to avoid one-sided deals and build partnerships that remain useful beyond the launch announcement.