Why Read This
Tech vendors tend to develop channel ecosystems that reflect their product and domain competencies, i.e., from the vendor's perspective, not the customer's. But customers are maturing in terms of their planned use of third-party resources, including vendors' channel partners. Channel marketers who incorporate this customer demand pull into their channel maps will realize greater return on their channel investments.
Tags: B2B Marketing, Distribution Channels - ISVs, OEMs, & VARs, Marketing & Strategy, Partnership Strategies, Sourcing & Procurement, Sourcing Strategy & Execution, Tech Partners & Channels, Technology, Technology Product Strategies, Vendor Alliances & Partnerships