The Cloud Has Changed Channel Sourcing Dynamics For Software

In 2010, Forrester published a report on channel sweet spots to address how small and medium-size businesses (SMBs) source their software needs. Two years later, we're revisiting this topic to identify how the sourcing dynamics within the contemporary channel ecosystem have changed, primarily driven by the cloud. Channel marketers will be surprised to learn just how quickly preferences for sourcing software, both on- and off-premises, have dramatically shifted in recent years, and how business persona, company size, and geography all dictate purchasing habits. This report exposes the new demand chain that has evolved to cater to this varied audience and advises channel marketers how to deal with the chain's increasing complexity and the variety of channel business models and account for buyers that march to the beat of a different drummer.