Trends Report

What B2B Tech Customers Expect From Your Channel Partners

Bolster Channel Partners' Productivity By Mapping Them To Customer Demand

November 24th, 2009
Tim Harmon, null
Tim Harmon
With contributors:
Peter Burris , Zachary Reiss-Davis

Summary

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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