Business partners are a crucial revenue stream for most organisations so partner networking, relationship building and entertaining should play a key role in your event strategy. As with sales events, your alliance managers should be heavily involved in how you select your partner invitees before you decide the best path to take in terms of style of event.

Relatively new business partners should be involved in thought-leadership events and educational seminars in order to get a better understanding of your products and services and how they may work best for their clients. More established partners are a must have at any client conference as they will not only prove to be an invaluable source of delegate registrations, but they will also add a great deal of value to the end users attending the event.

And it goes without saying that if your partners are helping your business growth, they deserve to be recognised and rewarded for that just like invaluable staff are. Cue 5 star dinners, hospitality days and weekends away…