Feedback Is Vital For Obtaining – And Keeping – Partner Loyalty

Splunk's Cunningham stressed that gathering feedback – and following through on it – is important for vendors to keep partner loyalty in changing environments. Partner loyalty and satisfaction is important for vendors to strengthen their partner business, especially in times of change, and Cunningham said she has taken of variety of spot surveys on key topics to understand what's driving partner businesses and bringing it to a local level.

"When you're asking partners for feedback, it's important to understand how they rate you," Cunningham said. "You need to understand now just how partners rate you but how important that is."