We have been discussing about partners – channels and alliances in my previous blogs posts. However, the question is who does what or rather how the roles of partners are differentiated. Though companies in late 2000 realized that to reach the business goals, direct sales strategy might not yield benefits to a greater extent, thus the need to establish the partners will come into picture. The company – partner approach will only be able to compete if it is part of an ecosystem or creates an ecosystem. Business success or client win entirely depends on how the various entities within a partner ecosystem are able to collaborate.