Breaking the 'Channel Laziness' Cycle

Posted by John DeSarbo on Mon, Sep 11, 2017

In my last post, I explored the causes of “channel laziness,” a common side effect of high-tech manufacturers’ efforts to create indirect sales channels to reach small- or mid-market businesses. Unfortunately, some manufacturers that leverage partners to reach customers who are difficult to cover through direct channels struggle to achieve desired channel productivity levels due to partner over-reliance on the support provided to them. In effect, partners become lazy, unwilling to invest in the resources and competencies that are required to play their intended role in manufacturers’ go-to-market strategies.

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