Channel Partners

Channel partners include all means of reaching markets with products and complex solutions that tech vendors would find challenging to successfully market unassisted. Examples: VARs, SIs, MSPs, hosters, distributors, developers, retail, and online app stores. Research coverage includes cloud and mobile computing impacts, emerging partner business models, new e-channels and alternate channels, and pricing and program economics.

Latest Research

  • For B2B Marketing Professionals

    REPORT: The Three C's Of Shadow Channel Recruitment

    Develop And Exercise Ideal Partner Profiles To Engage The Partners You Now Need

    September 26, 2018 Jay McBain

    In our report "Death Of The Traditional IT Channel," Forrester defined new types of hyperspecialized shadow channels that successfully sell to the new B2B buyer. B2B channel and marketing leaders recognize that new influencers affect their customers' buying cycle but struggle to refocus their recruitment efforts. This report shows how to leverage ideal partner profiles (IPPs) and deploy the right content to the right channel communities, using superconnectors to provide access to and influence on new verticals, buyers, segments, solutions, and geographies.

  • For Application Development & Delivery Professionals

    REPORT: Tap Into Your Services Partner's Ecosystem

    Leading Services Firms Orchestrate Your Ecosystem, From Startups To Stalwarts

    January 25, 2018 Amanda LeClair

    The drumbeat of "disrupt or be disrupted" is often substantiated by the success of Uber and Airbnb, insinuating that your organization is under threat from digital startups. But as the importance of the ecosystem grows, we see more opportunities for startups to help your business than to destroy it. In response to clients' innovation demands, leading services firms have invested in startup ecosystems; now is the time to connect to them. This report helps application development and delivery (AD&D) pros understand four ways to tap into their services provider's startup ecosystem.

  • For B2B Marketing Professionals

    REPORT: The Forrester Tech Tide™: Channel Software, Q1 2018

    Eight Technology Categories Automate Indirect Channel Programs

    January 10, 2018 Jay McBain

    Channel software is increasingly critical to firms' ability to win, retain, and serve their customers. To accelerate performance of partnerships and alliances, B2B marketers need to automate activities and integrate with back-end systems such as enterprise resource planning (ERP), CRM, and marketing automation platforms. This Forrester Tech Tide™ report presents an analysis of the eight technology categories that support channels. B2B marketers should read this report to shape their firm's road map and investment approach to these technologies.

  • For B2B Marketing Professionals

    REPORT: Death Of The Traditional IT Channel

    Address New Hyperspecialized Shadow Channels To Succeed In The Age Of The Customer

    October 5, 2017 Jay McBain

    Shifts in technology buying trends favoring line-of-business (LOB) leaders are significantly altering the traditional IT and telecommunications channel. With business buyers leading or influencing many new technology projects, vendors must extend sales and marketing beyond resellers who focus on the tech organization and expand channel programs for nontraditional partners. B2B marketers: This report explores changing buyer dynamics, new influencers capitalizing on it, and the required hyperspecialization for indirect sales success in the months and years to come.

  • For CIO Professionals

    REPORT: Creating IoT-Enabled Products — The Two Major Vendor Partnership Options

    Customers Must Choose From A Diverse And Fragmented Set Of Vendors That Help With Building Connected Products

    March 17, 2017 Frank E. Gillett

    Product CTOs working with CIOs to add the internet-of-things (IoT) to their products quickly learn that doing so involves more than adding in sensors. They face four major challenges that unfold as they work through the design, production, and support journeys. For help, product CTOs can choose tech solutions vendors or professional services firms as their primary partners. This report outlines the different merits of each path and the typical strengths and weaknesses of 10 categories of vendors that product CTOs can choose from.

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