Although channel players aren’t known for burying their heads in the sand, it can be easy to get complacent. However, the channel needs to adopt not only emerging technology, but also new and emerging channel business models.
It’s important not to get carried away with trending technology but, rather, to cultivate a strong and deep understanding of customer needs. That way, vendors and channel partners can deliver the products and solutions that customers want and need rather than trying to create demand for untested technologies.
There is much excitement in the industry about new mobile and SaaS applications, as well as the key emerging trends of blockchain, Internet of Things, drones, artificial intelligence, machine learning and more. And modern go-to-market models seem to include direct selling and non-standard channels.
More and more, I’m seeing brand new, well-funded businesses emerge into the Australian technology scene with scant regard for the well-formed channel models that, for most of us, are our bread and butter.
For example, Atlassian, Australia’s ISV unicorn, had a small partner program until recently. Instead, it relied on creating raving fans of its product set directly, ending up with the channel beating down its door to be a part of it.
So, here’s the point. I strongly believe that the vendor, not the distributor or partner, needs to create demand for its own products.
If you examine the way the traditional behemoths have become successful, it is through creating strong demand for their products, with the channel acting to fulfil this demand.
More Info: what jobs can i get with a+ certification
It’s important not to get carried away with trending technology but, rather, to cultivate a strong and deep understanding of customer needs. That way, vendors and channel partners can deliver the products and solutions that customers want and need rather than trying to create demand for untested technologies.
There is much excitement in the industry about new mobile and SaaS applications, as well as the key emerging trends of blockchain, Internet of Things, drones, artificial intelligence, machine learning and more. And modern go-to-market models seem to include direct selling and non-standard channels.
More and more, I’m seeing brand new, well-funded businesses emerge into the Australian technology scene with scant regard for the well-formed channel models that, for most of us, are our bread and butter.
For example, Atlassian, Australia’s ISV unicorn, had a small partner program until recently. Instead, it relied on creating raving fans of its product set directly, ending up with the channel beating down its door to be a part of it.
So, here’s the point. I strongly believe that the vendor, not the distributor or partner, needs to create demand for its own products.
If you examine the way the traditional behemoths have become successful, it is through creating strong demand for their products, with the channel acting to fulfil this demand.
More Info: what jobs can i get with a+ certification
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