Why Read This
Different-sized companies have different channels they prefer for sourcing. Moreover, users' channel preferences vary by persona, vertical, and geography. This varied audience, combined with the myriad applications and technologies proffered by the tech industry, is why we're witnessing an unprecedented growth in channel complexity. Channel marketers who craft an intertwined channel model that molds to their varied target customer segments and needs will set their companies up to compete on a "business model versus business model" basis.