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For B2B Marketing Professionals

The Changing Yin And Yang Of Tech Vendors And Channel Partners

Business Model Changes Call For Realigning The Demand Chain

July 10, 2009

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Authors

  • By Tim Harmon
  • with Peter Burris,
  • Zachary Reiss-Davis

Why Read This Report

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.

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Table of Contents

  • Tech Vendor Hurricanes Are Spawning Channel Partner Tornadoes
  • Tech Vendors' Own Business Model Changes Are Catalysts
  • Channel Partners Are Adjusting Their Business Models Accordingly
  • Tech Vendors Need To Adapt Their Channel Models
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