Filling The Gaps In Partner Demand

As C-level executives look to leverage shared services as a means of cost cutting, third-party channels often fall into the crosshairs. Channel leaders must find new ways to develop and deliver programs through the channel or risk losing critical resources. The demand center concept will likely be a key method of doing so, as B2B suppliers can increase efficiency while lowering operating costs.

By establishing local offices, hiring direct staff, and signing contracts with regional resellers and marketing service providers, today’s B2B suppliers have cut costs by cutting third-party channels. To avoid being cut, channel functions must continue to evolve with the times. In this report, we examine the issues leading companies to consider a new concept we call the demand center, and share the potential responsibilities of these centers.