The pressure to go big or go home brings a new sense of urgency to channel partners who are looking to remain a valued part of the technology supply chain.
No doubt the economy is more forgiving than it was a year or two ago and most Strategic Service Providers are having more sales success. But suppliers that are strategically looking for their SSP channel partners to bring on net new customers must decide if they are pushing hard enough as well as pulling the SSPs with incentives that are effective.
Influencing a decision has always been the goal of strategic marketing. More importantly, the fundamentals of marketing are based on the fact that doing so requires multiple touchpoints at different steps in the decision-making process.
Depending on where you, as a vendor, are on the totem pole of significance, should determine how you evaluate the importance of solution provider relationships.
In 2017, the cloud industry may well deliver the long-standing promise of agile software development, and the channel looms critical in helping customers adapt to it.
The UC market is changing and will continue to change as the cloud finds a stable home and customer buying patterns shift from CapEx to OpEx. Through this cloud and software transition, solution providers will be able to find a profitable path through services – it just depends on which of the two paths you want to take.
Cybercrime is rising rapidly, but that creates opportunity for security solution providers.. According to a report by Cybersecurity Ventures, the annual costs of fighting cybercrime will grow from $3 trillion in 2015 to $6 trillion by 2021.
Engaging the channel later in a company's evolution may have made sense back when the channel's chief role was sales fulfillment – selling and distributing a vendor's products in markets and geographies that it couldn't otherwise reach. But the role of the channel is changing – indeed, it already has changed – from a sales and distribution focus to providing solutions around a vendor's products and, more recently, providing strategic services around those solutions.
The pressure to go big or go home brings a new sense of urgency to channel partners who are looking to remain a valued part of the technology supply chain.
No doubt the economy is more forgiving than it was a year or two ago and most 
Influencing a decision has always been the goal of strategic marketing. More importantly, the fundamentals of marketing are based on the fact that doing so requires multiple touchpoints at different steps in the decision-making process.
Depending on where you, as a vendor, are on the totem pole of significance, should determine how you evaluate the importance of 
In today's market, tech vendors need to shift toward a model that embraces engagement with a sales prospect over completed deals.
In 2017, the cloud industry may well deliver the long-standing promise of agile software development, and the channel looms critical in helping customers adapt to it.
The UC market is changing and will continue to change as the cloud finds a stable home and customer buying patterns shift from CapEx to OpEx. Through this cloud and software transition, solution providers will be able to find a profitable path through services – it just depends on which of the two paths you want to take. 
Lying beneath all the mud that has been tossed in this year's presidential campaign are a handful of policy proposals of interest to the channel. 
Cybercrime is rising rapidly, but that creates opportunity for security solution providers.. According to a report by 
Engaging the channel later in a company's evolution may have made sense back when the channel's chief role was sales fulfillment – selling and distributing a vendor's products in markets and geographies that it couldn't otherwise reach. 
