CCC RECAP: Marketplace Private Offers Take Shape

September 26, 2023
Posted by: Channelnomics
Category: Blogs

Special-pricing opportunities address some limitations of marketplace transactions.

B2B marketplaces are growing in terms of size, influence, and capabilities. Next year, sales are expected to reach $3.6 trillion globally. One estimate says 30% of all B2B transactions worldwide will be attributable to a marketplace.

Many factors are driving this growth, including convenience, price competitiveness, and demographic change. (Among millennials, for example, 97% buy primarily through marketplaces.)

But for all their promise, marketplaces are difficult for many vendors to manage. The rigid pricing structures and static systems can make it difficult to offer the customized discounts and negotiations that enterprise buyers expect, particularly for large, complex deals. Channelnomics discussed the topic in-depth during our Community Call on Sept. 21.

“Private offers, also known as custom or partner-specific pricing, permit vendors to provide special discounted pricing to customers within the marketplace environment,” said Channelnomics CEO Larry Walsh. “Instead of necessitating time-consuming offline negotiations, private offers allow vendors to effortlessly extend custom pricing to key partners through a seamless digital workflow.”

Leveraging private offers requires meticulous planning, resource allocation, and cross-functional coordination. To help vendors better understand the opportunities and challenges of marketplace private offers, Channelnomics has produced a new primer that examines them closely, offering best practices to technology vendors and their channel partners. “Maximizing Private-Offer Strategies in Cloud Sales” is available to CiQ members.

WHAT’S NEW AT CHANNELNOMICS

Nominate Your Favorite Channel Chief: The 2023 Channel Lifetime Achievement Awards are a tribute to those exceptional leaders who have left an indelible mark on the IT channel landscape. Their visionary leadership, unwavering commitment, and groundbreaking initiatives have not only driven the evolution of indirect-sales models but have also nurtured strong partnerships, fostered ethical practices, and paved the way for the next generation of channel leaders.

This month, Channelnomics is thrilled to announce that applications for the 2023 awards, which will be presented at the Channel Focus event slated for Nov. 7-9, 2023, in Universal City, California, are open. This event will bring together industry luminaries, providing an ideal platform to honor the extraordinary achievements of the awardees.

For more on the Channel Lifetime Achievement Awards, please click here. But hurry; you have only until the end of September to apply. You can also send us a note at info@channelnomics.com.

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Analyst Note: How MSPs Use AI — While you consider how to put AI to use for your organization, take a moment to learn how your channel partners are already leveraging it to advance their businesses. Doing so will help you better understand how best to deploy AI innovations and identify pitfalls to avoid.

Primer: The Difference Between Technology Services Brokerages (TSBs) and IT Distributors — On the surface, their businesses appear quite similar, but on a deeper level, they’re very different. Understanding their respective strengths and weaknesses is vital for developing a competitive go-to-market strategy that leverages the capabilities of each.

Primer: How MSPs Operate: The definitive word on the difference between sell-to and sell-thru business models — Channelnomics explains the difference between the two models and the implications for vendors, partners, and customers.

Channelnomics Community Call: Making Channels Frictionless — Join us for our next call on Oct. 12, 2 p.m. ET, when Channelnomics analysts Larry Walsh and Bryn Nettesheim present new research, culled from 200,000 partner satisfaction and revenue productivity records, revealing what vendors need to know to reduce friction within their channel programs and engagements.

Channelnomics Community Calls are open to any channel professional and practitioner. If you’re a Channelnomics iQ subscriber looking to request your monthly one-on-one call or schedule your annual channel program review, send an e-mail to Maddie Frank at mfrank@channelnomics.com.