Trends Report

Death Of The Traditional IT Channel

Address New Hyperspecialized Shadow Channels To Succeed In The Age Of The Customer

October 5th, 2017
JM
Jay McBain
With contributors:
Caroline Robertson , Alexander Bullock , Kara Hartig

Summary

Shifts in technology buying trends favoring line-of-business (LOB) leaders are significantly altering the traditional IT and telecommunications channel. With business buyers leading or influencing many new technology projects, vendors must extend sales and marketing beyond resellers who focus on the tech organization and expand channel programs for nontraditional partners. B2B marketers: This report explores changing buyer dynamics, new influencers capitalizing on it, and the required hyperspecialization for indirect sales success in the months and years to come.

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