Marketing leaders often hold partners at an arm’s length. They think the complexity and hassle of creating close business relationships with partners will outweigh the value gained. But by treating partner marketing as a secondary program, marketing organizations are missing out on an invaluable opportunity. Companies with mature partner programs grow revenue almost twice as fast as other companies, according to Forrester.

Even though the pandemic has started to ease, numerous business houses are still opting to function virtually. Now, while maintaining a strong virtual presence, one of the major problems that organizations have to deal with is customer retention. Although websites can be used to intrigue and draw in consumers, managing and retaining them is solely dependent on the organization’s customer support system.