The time when distribution channels established their leadership according to geographical location is over. In order for a partner to be successful, they need to define their differential value proposition, to specialize and become the best in a technology, a vertical or a business process
Leaders will adopt modern techniques to reach potential customers, since most B2B buyers make purchasing decisions based on the information they find online and before they even talk to a Sales Rep. Customization and adaptation of contents and messages according to their needs, will set the difference.
The providers of the most profitable solutions will be those who continuously improve their operations. Therefore, they will need to focus on developing methods, automating processes and implementing new technology tools. This will improve the return and profitability of their operations through metrics and analysis.
In the age of the cloud, OEM’s must make their channel aware that the aim is not only to close the initial sale, but to show their value throughout the customer lifecycle. The preferred partners will be those in which customers continuously find value solutions and relationships.