Summary
The trend toward subscription- and cloud-based offerings has led to an evolution in the purpose of two-tier distribution, and the potential value provided both upstream to suppliers and downstream to resellers. Distributors can extend their value propositions in today’s channel ecosystem across many areas, especially in the area of marketing services, support and execution. However, this requires a transformation of distributors’ systems and marketing capabilities. In this case study, we describe how Cisco Systems developed and executed a demand creation program that enabled distributors to drive marketing and demand creation with their partners.
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