A customer-centric approach to channel program development. With an outside-in mindset, a vendor looks outside itself – at business customers – to see what they need to run their businesses better and leverage technology to do so. From there, vendors can identify the types of partners they need to engage with, strategically drive the behavior of those partners, and determine the value proposition offered by each.

According to 2112, the outside-in approach is advantageous to its counterpart, the inside-out approach, under which vendor channel chiefs build channel initiatives based primarily on their own needs and usually end up resorting to carrot-and-stick incentives for partners. While those incentives might kick-start a channel program temporarily, the benefits are generally not long-lasting.

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