In the partner marketing world, lots of articles are published on the channel's value to marketing and business development leaders. But for chief financial officers (CFOs), not so much. This is unfortunate because CFOs are often much less familiar with the dynamics of this fast-growing sales driver.

About a year ago we published an article on Forbes about this topic tailored for the financial officer. We have adapted this finance-centric piece for greater relevance to the current time. So, here are three key takeaways for CFOs who want low-risk ways of rekindling demand for their retail businesses.