Build the Route to Market That You Need

Capitalizing on future market opportunities requires building properly aligned channel strategies and assets unencumbered by legacy restrictions.

By Larry Walsh (lmwalsh@channelnomics.com)

“Transformation,” or “evolution,” is on the tips of everyone’s tongues. The shift to digital go-to-market models has been a work in progress since the mid-2000s. The advent and mainstreaming of cloud computing made the transformation of go-to-market strategies, sales, fulfillment, and support models an imperative for even the most entrenched market leaders.

As transformation became more apparent with born-in-the-cloud and disruptive technology companies gaining traction, it became apparent that every technology company – regardless of their technology or product – would need to evolve. And their channels would need to evolve as well.

While the COVID-19 pandemic continues to disrupt the sta...