Partner relationship management is maturing into a horizontal channel management platform aligned with CRM and marketing automation.
Stories by Jay McBain
It was 11 years ago this week that Michael Dell penned the infamous memo declaring that its crown jewel (direct) was a revolution – not a religion.
Channel managers are forever fighting for airtime with partners and failing spectacularly. But do they know the major sources of influence?
The third stage in sales and marketing transformation will be anchored around effective partner management and through-channel marketing automation.
The strategy is simple — the execution is painfully hard. IBM will need to realign partner and alliances teams to build a parallel channel.
Following a year of sizeable change across the channel, the next 12 months look set for further disruption for partners, vendors and distributors.
After years of trying, vendors realise that the long-tail of partners is not a ripe group that with just the right magic touch will turn into gold partners.