Gartner Research

Tech Go-to-Market: Realign Route-to-Market Strategies to Increasing Direct Digital Spending Trends

Published: 17 January 2018

ID: G00338775

Analyst(s): Michele Buckley , Mark Paine


Enterprises are shifting IT spending with technology providers more through digital commerce and less through indirect channels. Technology business unit leaders must realign their route-to-market mix across digital commerce and traditional reseller channels to profit from this trend.

Table Of Contents


  • Introduction
    • Direct Digital Spending Is Growing
    • Why the Shift From Indirect to Direct?
  • Develop a Digital Commerce Strategy
    • When to Develop a Digital Commerce Strategy
    • Types of Digital Commerce Sites and How to Choose
  • Adjust the Capacity and Capability of Your Reseller Channel
    • Calculate Channel Capacity
    • Evaluate Current Partners and Focus on Those With Potential as Well as Performance
    • Evaluate Partner Type Mix
  • Summary

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