Why Read This
Tech vendors have historically treated channels as "outsourced sales" — or have, at least, invested that way. But a handful of vendors have departed from this model, choosing instead to invest in and manage channels as "customer engagement resources." The tech companies leading the way in this transition are reaping significant benefits in the form of enhanced partner productivity and loyalty. Over time, industry dynamics will require that all tech companies treat the channel as a channel that is enabled to engage customers throughout the technology adoption life cycle, from awareness to implementation to renewal/expansion.