B2B relationships between brands and their channel partners are no longer as clear-cut as in the past. With the evolution of digital and online mediums, new breeds of channel partners have emerged, with roles to play beyond mere sales. Social media, for example, has made marketing behemoths out of ‘influencers’ who now have tremendous sway over the purchasing habits of their followers. Brands that want to bring their products and services to the forefront need to cultivate....