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For B2B Marketing Professionals

Digital Forces Catalyze A Tectonic Shift In B2B Channels

Buyer Journeys Dictate Dismantling And Reconstructing B2B Channel Ecosystems

January 13, 2017

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  • By Tim Harmon
  • with Peter O'Neill,
  • Andy Hoar,
  • Jacob Milender,
  • Kara Hartig

Why Read This Report

In the age of the customer, customers are in charge of not only their interactions with suppliers and providers but also their sourcing choices. When designing and equipping their ecosystems, business-to-business (B2B) marketing professionals need to think less about customers' journeys in terms of their companies' routes to market and more in terms of customers' routes to solution. This report details the digital forces and drivers in play and lays out a prescription for both B2B marketers and their partners to accommodate them.

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Table of Contents

  • The Times (For Channels) They Are A-Changin'
  • Digital Forces Are Reshaping Long-Standing Channel Relationships
  • Channel Selling Gives Way To Broader Ecosystem-Based Models
  • What It Means

  • The Age Of The Customer Demands A New Manufacturer Channel
  • Supplemental Material
  • Related Research Documents