The Critical Distinction Between a Relationship and a Partnership—and Why it Will Drive Transformation and Success

For B2B sales organizations, the new normal looks a lot more digital than the old, pre-pandemic normal. Almost 90% of sales are now conducted remotely, and a majority of B2B businesses see that change as an improvement. But no matter how digital our lives become, human interactions will always be the cornerstone of a successful, long-term channel strategy.

?During my 30+ year career in this industry, I’ve seen countless evolutions and transformations impact the channel, but today I am certain of one thing: As we digitize more and more of the sales process, the value of deeper interactions will become even greater. I believe these tenets will guide our collective success.

?Recognizing the True Spirit of Partnerships

?When I think about the definition of relationships, it includes the ones that are superficial or one-sided. A partnership, on the other hand, is much stronger. I can have a relationship with somebody that I speak to once a year. To turn that relationship into a partnership, however, we’d have to have a much more solid foundation.

?Recognition of that depth is why we at HP don’t use the term “channel partner” lightly. We’re looking for more than a relationship: We’re looking for trust based on common goals and an agreement to support each other through any challenges that arise. These factors lead to long-lasting partnerships that benefit all sides. I believe the HP ecosystem is living proof of that.

?We are fortunate, in that the IT ecosystem naturally fosters a progression from networking to relationships to partnerships. People change companies, perhaps moving from vendors to partners and back again. But regardless of the roles we each occupy, we all continue to work together. Over time, we establish more than relationships—we establish trust.

?Finding New Growth Opportunities Through our Partnerships

?Trust allows us to collaborate on behalf of end customers in ways that are usually more informed—and often more likely to succeed—than going it alone. For example, sharing data is one of the greatest opportunities for mutually beneficial collaboration between HP and our channel partners. We know that when businesses place data at the center of their strategic vision, they become 58% more likely to beat their revenue goals. But having access to data is not enough—being able to apply that data in the right way is key. Our new HP Amplify Data Insights platform is designed to help our partners do just that.

?For instance, our partners need to know how their performance in sales growth stacks up within their market, and what they can do to improve. They need predictions that help them anticipate a customer’s purchases or where they can find new opportunities for growth. They can benefit from recommendations based on broader customer behavior patterns that they might not see on their own, like the most effective time to offer a customer a specific new product or service.

?We can offer these insights because our partners entrust us with their data. We repay that trust by offering actionable insights built on the data we collect from our partners in aggregate. This level of trust and collaboration gives channel partners access to concrete recommendations for improving their performance with customers, based on a pool of knowledge and experience none of us could achieve on our own.?

?Making Partnerships a Priority

?I believe the fundamental intent of our partnerships makes us all stronger. By building long-term strategies that prioritize customers above all, we can offer something unique. The work we are doing to transform data into insights that help our partners grow faster requires a foundation of trust and commitment. The steps we are taking to expand our subscriptions and service offerings for customers and partners is another example of progress that wouldn’t be possible without close collaboration. However, these are just two example of what partnership enables. In the coming years, as we continue to navigate digital transformation happening at a pace much faster than anyone planned for before the pandemic, it will partnerships that reveal our most valuable strengths and opportunities.

?If you joined our most-recent HP Reinvent, you saw a conversation between HP CEO Enrique Lores and Microsoft CEO Satya Nadella. As these leaders spoke, it was clear that years of close collaboration instilled them both with the belief that HP and Microsoft will continue to innovate together and be able to exceed the demands of any change that comes. That is the product of true partnership. ?

Our partnerships at HP will always be a priority for us. We intend to continue helping our partners build and strengthen their businesses because their success is also ours.?