Welcome. The purpose of this blog is to share my thoughts, comments, advice and ideas about maximizing the value of customer and partner relationships for B2B-focused companies. From my perspective, many companies fail to realize the full potential of their alliances, and the true marketing and educational value of their most successful customers.
Having started Altitude Management as an alliance consulting firm, I soon had companies also asking me to recruit and work with their best customers as part of their customer success marketing programs. Ever since, I have found many similarities between the nature of these complex, but potentially very valuable external business relationships. I hope you find some of the posts helpful in your own efforts.