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Technology changes have resulted in vendors offering new, advanced solutions and services across a wide range of categories. Revenues have shifted from hardware and software to applications, and from transactional to recurring revenue business models. In addition, end user B2B customers’ buying habits have changed dramatically. Technology partners have changed their offerings and business models to accommodate the demand for business-focused solutions from their customers while adapting their businesses to these new technologies.
Such trends have contributed to the continued growth of services available to solution providers interested in expanding their portfolios, including converged telecom and IT services, managed print services, software, platforms, infrastructure-as-a-service, and managed services.
The impact on partners and their businesses has been significant:
So, when your channel partners say, “show me the money,” it means that they expect their vendors to present a value proposition that is aligned with their challenges and the ways they measure their business performances and gauge their profitability. You (vendors) must be able to demonstrate how their channel strategy and partner programs have a positive impact on partners’ business metrics. The following are practical guidelines for a successful “show me the money” strategy:
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