By Bob Cellucci, vice president — partner channel, Merchant Warehouse
Most channel partnerships fail to meet expectations. I know it, and if you've been around for a while, you know it too. Some begin with good intentions and optimism while others seem to have no real purpose or plan from inception. Over time, many companies end up with nothing more than an impressive collection of partner logos proudly displayed on their website as if success-by-association actually means something.