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For B2B Marketing Professionals

What B2B Tech Customers Expect From Your Channel Partners

Bolster Channel Partners' Productivity By Mapping Them To Customer Demand

November 24, 2009

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

Why Read This Report

Tech vendors tend to develop channel ecosystems that reflect their product and domain competencies, i.e., from the vendor's perspective, not the customer's. But customers are maturing in terms of their planned use of third-party resources, including vendors' channel partners. Channel marketers who incorporate this customer demand pull into their channel maps will realize greater return on their channel investments.

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