It is typical for companies to spend a lot of effort and money to pursue new relationships but then invest little to maintain them. In December's column, we highlighted how to identify and secure relationships with valuable potential. In this month's column, we will address what is involved in sustaining these relationships and making them productive with measurable results to the bottom line.

In a survey on the return on investment (ROI) of strategic partner relationships, it becomes very clear that those companies that invest more in developing these relationships receive a greater return. Those that made four times the investment per partner generated eight times the revenue and received more than seven times the return (see Figure 1).

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