A rudimentary guide that vendors can use to make initial decisions about how to leverage automated digital sales (ADS) as a primary or secondary channel. This matrix, created by 2112, shows that sales cost and product/sales complexity determine the selling model for vendor products.

Many products that are low on the complexity scale can be sold efficiently through ADS channels. Conversely, more complex products that require a channel partner’s guidance to deploy, integrate, and/or manage, or whose sales process requires a channel partner’s assistance, are sold ideally through the traditional value-add model. In cases where offerings are moderately complex and the cost associated with selling them through ADS channels is about the same as the cost of selling them through traditional sales channels, vendors may want to adopt a hybrid sales model under which they establish e-commerce and marketplaces as an alternative channel to existing routes to market.

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