Vendors and their channel love to hate each other. Mistrust and cynicism create inefficiency that's in the best interest of neither group. 

In certain situations where there's strong philosophical alignment, there's an opportunity to use mutual data to do better.

Using a customer data platform can allow the ingestion, unification and orchestration of buying journeys for channel accounts based on first and third-party intent data from both the vendor and the channel partner.

This opens up enormous potential for improved channel sales results.