New Buyers, Shadow Channels Present Significant Challenges for Traditional Channel Partners

Changing buyer behaviors and requirements present some real challenges to traditional IT resellers. In fact, those challenges, which include a shift in the actual buyer and the knowledge necessary to sell to that buyer among others, are only going to become greater, according to Forrester Research.

“We think that there is going to be more change in the channel in the next 18 months than there has been in the last 37 years combined,” guest speaker Jay McBain, Principal Analyst serving B2B marketing professionals at Forrester, said in a recent webinar.

According to McBain, there are a few “uber” trends affecting the channel. Read the full blog and listen to the webinar relay for more details.

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