Channel Marketing: A Business Function Worth Performing

The IT channel has traditionally been strong on areas such as operations and logistics, a carryover from the hardware legacy days perhaps. However, as the surrounding business environment has digitized, so the emphasis on these skills has fallen away somewhat.

In order to move with the times, channel businesses are needing to acquire digital skills. Cloud, direct vendor engagement, smaller margins and increased competition are all putting the squeeze on the channel, and forcing intermediaries to pay more attention to their own marketing.

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