Gartner Research

Tech Go-to-Market: The Future of Indirect Channels Will Focus on a Few Key Themes to Improve Performance

Published: 18 July 2014

ID: G00264134

Analyst(s): Tiffani Bova


The accelerated speed of business is in direct conflict with the speed in which the indirect channel has responded to and transformed. Providers that rely on third parties as a key component of their go-to-market strategy realize the IT channel will look different in three to five years.

Table Of Contents
  • Key Challenges



  • Optimize for Improved Performance — Easier to Do Business With
    • Streamlined Multiple Channel Programs
    • Portals Are the Interface Into the Partnership
    • Partner Account Managers
    • Lead Management and Distribution Programs
    • Training and Certification
    • Communication
    • Incentive Programs (MDF, Co-op, Sales Incentives)
  • Transform to Capture Broader Partner Base — Business Model Enhancements
    • Recent Examples
    • Recommendations for Transformation to Capture Hybrid IT
  • Innovate for New Partnership Models — Drive Outcome-Based Innovation
    • Recent Examples
    • Recommendations for Innovation of New Partnership Models
  • Long-Term Recommendation: Reconcile the Entire Partner Ecosystem

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