B2B Companies Must Create New Ecosystems And Partner Roles Or Lose Out

B2B leaders need to understand how COVID-19 is accelerating the trends we saw before the pandemic, such as new buyer behaviors, “everything as a service,” and marketplaces. This research provides an overview of these trends. In a 2018 Accenture study, 76% of business leaders stated that they believe their current business model will be unrecognizable in five years and that ecosystems will be the main change agent. B2B organizations need to shift their program design from resell-focused, tiered, precious-metal programs to trifurcated models that support partners across the entire customer journey. As digital buying becomes the norm, B2B sellers need to meet their partners where they are and tailor a trifurcated ecosystem to meet all of their partners’ needs. To consider how best to refine your strategy in the face of these shifts, schedule an inquiry with Jay through Forrester.com here.