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MarketRace recognizes the value of investing in partnerships that leverage the strengths of both parties to create new opportunities. In creating a customized "Go to Market Strategy" for each of its clients, MarketRace helps them create a comprehensive approach to managing their direct and indirect channels. This work includes helping the clients define and launch the channel program that will support the channel partners, selecting the right partners, and implementing a training and integration plan to help those partners do business with the client. MarketRace is well positioned to help clients select the right partners for their business through its vast network of contacts across a variety of high tech industries. MarketRace adopts a very specific process-based approach to helping clients build channel programs. Initially, MarketRace will perform a channel audit of the client's current channel activities and will compare its findings to the client's stated objectives and to what is also possible. Based on the differences between the current state of the client's channel programs and the "new" objectives for the channel, MarketRace will help define and complete the work to achieve those objectives. In addition, MarketRace will help the client identify, recruit, and bring on channel partners. In certain cases, MarketRace may help the client select and procure the appropriate software tools to support customer acquisition and retention activities. Examples would include lead management software and Partner Relationship Management (PRM) software.