Many BtoB relationship drivers can be used to consolidate a company’s position:

- Partnerships can enable brand image development and product and service offering expansion, as well as enable pooling of customer relationship management efforts (joint loyalty programs, co-branding, etc.).

- The ability to leverage partner networks to innovate is also critical and can ensure a company’s ability to differentiate itself and secure sustainable revenue.

- Drawing on the capabilities of existing external partners can ease entry into new regional markets or industries.

- To win new customers or new business (complex or international tenders), partnerships are practically a given and can become a key differentiator.