Alliance Aces

How do you craft your brand’s story in a way that sells a solution over a piece of hardware?   One way is to develop alliances with partners that truly make you “better together.”   Graham Williams often says that his team is offering solutions rather than just hardware, and this brings their value proposition to the next level.   We caught up with Graham to talk about the sales channel options, the details of combining forces with other companies, and how different partners come together for a joint go-to-market plan.