How Can Cross-Functional Partnerships Provide Value in B2B?

Host Tyler Kern was joined by Andrew Haring, VP, Business Development for the National Glass Association, Scott Rowe, Principal at Rowe Fenestration and Lindsey Parker, Rowe Fenestration’s Marketing Director to tackle a big question – how can cross-functional partnerships provide value for B2B companies and industries?

In particular, the quartet examined how Rowe Fenestration, which offers product selection, design support and more to major players in the glass industry, and the NGA have seen immediate benefits from a mutually beneficial partnership.

Parker highlighted the educational, resource-based aspect of the collaboration, adding that being able to share the deep library of resources at the disposal of the NGA with Rowe’s customers has brought incredible value and reach for both parties.

“That is part of our relationship with the National Glass Association – to bring to our audiences, and those that we interact with daily, resources they may not know about,” she said.

This symbiotic nature is a key aspect of taking advantage of any cross-functional partnership in the B2B space – if there’s an opportunity for two parties to come together and facilitate an exchange of ideas, resources, value and more, it is often a win-win for both organizations.

Kern and his guests also touched on NGA’s GlassBuild Ambassador Program established in 2019, and last year’s GlassBuild Conference, a valuable event that provides key collaboration opportunities, as Rowe Fenestration and the NGA explore their strategic partnership.

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