“A good product that you can make money on”.
That’s a good start, but in my experience, it is sometimes not enough to establish a partnership.
When partnering, business leaders should be aware that, while partners have a common interest in serving customers, they also have interests (usually more important to them!) of their own. These interests are shaped by their own personal standing as a business, and their customer’s demands and expectations. The other vendors that they carry also play a role in this.
Having an insight into these is a tremendous advantage and radically shifts the way we decide to present products, solutions, and partnership opportunities.
Benefits, always, and always in context.