Partner marketing represents a massive and growing sales channel for many brands. A recent survey of 1,200 business leaders found that half of leading brands derive more than 20 percent of total company sales from partnerships. A big part of the reason why partnerships can be so
difficult to execute is the lack of an implementation plan. The biz dev leader need not be the person who defines the "how". But they can play a critical role in smoothing the way for faster and more effective program implementation by focusing on the following five principles.