Analyst Insight: The true value of supplier relationship management is not what you think. It isn't just about managing a bi-directional relationship between the buyer and supplier – it's about managing the extended supply network (customers' customers and suppliers' suppliers). In today's business, the best network of relationships achieves optimal results; thus, managing the supplier relationship is not only critical to success, it's mandatory if full value is to be extracted for both the buyer and the supplier. – Mickey North Rizza, BravoSolution