This report outlines how to identify and prioritize strategic channel partners using the “three A’s”: Alignment, Attitude, and Attributes. Strategic partners typically make up 5–10% of the partner base yet drive 80–90% of indirect revenue. Ideal partners align with your portfolio and customer base, show long-term commitment, and invest in the relationship. They also meet technical, financial, and resource readiness criteria. A scoring model using ten attributes—like motivation, customer fit, and sales capacity—helps assess partner value. Regular performance reviews ensure ongoing alignment and drive stronger, more effective partnerships.

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