Summary
In our report "Death Of The Traditional IT Channel," Forrester defined new types of hyperspecialized shadow channels that successfully sell to the new B2B buyer. B2B channel and marketing leaders recognize that new influencers affect their customers' buying cycle but struggle to refocus their recruitment efforts. This report shows how to leverage ideal partner profiles (IPPs) and deploy the right content to the right channel communities, using superconnectors to provide access to and influence on new verticals, buyers, segments, solutions, and geographies.
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