What is the relationship I should try to establish between my company and my channel partner's company?

We call them “partners” for a reason. Partners share a tangible interest with us. We make money when they make money. The best phrase to keep in mind is “we’re in this together.” The biggest mistake suppliers make is to consider their channel partners to be subservient to them. Make no mistake, you need them more than they need you. Without you they still have other provider’s products to sell. You invest in the channel because you want the best “feet on the street.” They’re an extension of your company. A reflection of your company. It’s a very personal, intimate relationship. If it isn’t, it won’t last long.