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For B2B Marketing Professionals

Death Of The Traditional IT Channel

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

October 5, 2017

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Why Read This Report

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.

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Table of Contents

  • Traditional Reseller Channels Aren't Delivering What New Buyers Want
  • Business Leaders Seek Hyperspecialized Shadow Channels
  • Business Buyers Nail The Coffin On Traditional IT Channels
  • Recommendations

  • Don't Wait To Adapt To The Changing Partner Landscape
  • Supplemental Material
  • Related Research Documents