Truth or myth: High-tech vendors have little power to influence the customer experience when selling through channel partners?
For high-tech marketing and sales professionals who think that this is a truth, shame on them. High-tech vendors can, and absolutely should, influence their end customers’ experiences when they purchase products or services from a channel partner. I’m not saying that it’s easy, since the partner often “owns” the customer relationship, and in many cases, vendors have limited engagement with the buyers and users of their products or services. However, in today’s hyper-competitive IT market, vendors must protect their brands and deliver on their value propositions regardless of their channel strategy.Read More