In theory, CRO partnerships should work perfectly well. One reason that there is so much debate about this topic is that it’s difficult to assess why they don’t. But there is some helpful thinking about this, which emphasises four key elements of a business partnership that need to be addressed in order to make it work really well. John Faulkes at Agio Interactive looks into strategic leadership, effective cross-company teamwork, relationship skills on both sides, cultural compatibility and how you can identify a problem.