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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