Some vendors and channel analysts believe the channel is a lead-generation engine, with partners acting as the conduit for new-customer acquisition. Channel partners, however, are increasingly turning inward in their sales approach. They’re more reliant on existing accounts than on new customers for new sales. The trend is creating a bubble in which channel performance could plateau and stagnate within the next 18 to 24 months.
In Shifting Sales Focus in the Channel, 2112 details how partners’ sales focus is shifting, the driving forces behind this trend, the potential advantages and pitfalls of the sales shift, and what vendors need to do to counteract and capitalize on the sales shift.
In the full report, 2112 examines:
Channel Sales Opportunities and Pitfalls
Partner Dependencies on Vendors for Growth
Vendor Actions Items to Stimulate Partner Performance