Why Read This
For years, channel partners have based their businesses around specific offerings sold into specific geographies or verticals. Today, channel partners are making dramatic adjustments to business models to cope with new levels of complexity, software-as-a-service/platform-as-a-service (SaaS/PaaS) delivery modes, globalization, and the economic downturn. As technology companies seek out higher margins from sustainable sources, they must bring channel partners with them or face the loss of significant go-to-market bandwidth. Customer-to-channel-to-vendor demand mapping offers a recipe for vendors and channel partners to forge new channel models and new forms of channel enablement.