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Vendors routinely promote and reward the practice and the subject always sparks discussion at industry partner events. I’m talking about partner-to-partner collaboration or P2P. Haven’t you heard? Everyone’s doing it.

But are they?

A recent study by Channel Insider and Amazon Consulting reveals that while P2P is indeed a trend in the channel, it’s far less ubiquitous than the buzz suggests. Working with other solution providers to fill gaps in your skill set and portfolio and win deals you might not otherwise score makes smart business sense. But in practice, it’s not that simple as the data from our survey bears out.

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