[nrmehta]

This is a good and relevant article based upon my experience (last company was SaaS company with 60% of revenue from partners). I would add that partners generally won't care much about your business (they care about their's, rightfully so) but when they decide to care (e.g., if a customer asks them for integration with you), you need to be top of mind and easy to work with. This is why I'm a huge fan of thinking of partners like customers - using drip marketing techniques to continue to stay on their radar, making partner content really easily available online (videos, etc.), giving them self-service options and so on.