“So…why are you talking to my customer?” Have you ever gotten that from an account rep? Or their boss? Or their boss’s boss? Aren’t we all trying to sell the customer the same thing? It makes us wonder what happened to this account rep that made them feel so threatened. According to the State of
The channel represents over 70% of the global total addressable IT market1, highlighting its importance as a key route to market. However, an oversaturation of vendors relying on the channel has introduced new challenges, with many businesses competing for limited partner resources and opportunities to grow. Thriving in this competitive landscape requires a focused and
Part 3 | Building Bridges Across the Channel Series While there are several aspects to building a solid foundation for channel partnerships (as covered in part two of this series), strategies for the long term can be tricky. In this final installment of our series on building bridges across the channel, we focus on strategies
Part 2: Building Bridged Across the Channel Series In the first part of our series, we laid the groundwork for adopting a partner-first mindset. Here, we shift to the idea of trust within channel partnerships. Trust is the bedrock upon which success is built. However, with each partner bringing their unique approach, how do teams
Part 1: Building Bridges Across the Channel Series The journey toward successful channel business includes many roads—direct-to-customer, cloud marketplace, and channel partner sales. In this three-part series, we focus on the significant role channel partners play in technology sales and the lessons vendors must learn to navigate these relationships successfully. Channel experts expect IT spending
Partner sellers are inundated with options as multiple vendors vie for their attention. If your business fails to stand out, it risks being overshadowed by competitors and could result in your offerings going unnoticed or underrepresented in market. Yet capturing the focus of your channel partners goes beyond delivering superior technology and services; it’s also
The channel partner ecosystem is thriving. In 2023, channel partners helped increase technology sales and distribution by capturing 70% or $3.4 trillion of global IT spending.1 This number marked a 3.7% growth, outpacing the direct sales trajectory and highlighting the significant role of these partnerships.1 The numbers continue to rise. In one 2023 forecast, nearly
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