Trends Report

The Clash Of The Partner Channel And eCommerce

Customer Empowerment Spurs A New Channel Conflict

June 4th, 2015
Tim Harmon
With contributors:
Peter O'Neill , Andy Hoar , Jacob Milender


The partner channel has long been a critical route to market for most B2B verticals. But eCommerce, long and increasing in popularity in the consumer market, is now becoming more relevant and popular in B2B as well. B2B marketing professionals who treat eCommerce as a separate, siloed channel risk the business and loyalty of their channel partners. This report will outline the new B2B buyer dynamics and how B2B marketing professionals should leverage and mold the partner channel in response.

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