Advancing the Understanding of Ecosystems in the Channel

The word “ecosystem” is pervasive in the contemporary channel. This colloquial term for expressing the connected relationships of multiple suppliers and sellers in the go-tomarket (GTM) sales motion has morphed into the dominant expression of partnership in the increasingly interconnected world.

The word is so pervasive that executives who once called themselves “channel chiefs” have now adopted “chief ecosystem officers” or “chief partnership officers,” reflecting their shifting focus on multi-party engagements. Vendors are increasingly focused on tapping into their ecosystems to meet the dynamic needs and evolving expectations of end customers.