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Defining Channel Success
A constant stream of new technologies is digitally transforming every aspect of the channel. This transformation is changing the very definition of channel success. From adapting to an ever-evolving buyer’s journey through the tools we use to communicate and incentivize the channel, we find ourselves rethinking entire business models. According to Steven Kellam, Senior Vice President of Marketing and Global Alliances, 360insights, “Whether it’s B2B or B2C, brands are still struggling to effectively pivot to stay ahead of continuously evolving market dynamics - driven by Digital Transformation and a new buyer’s journey.”
Achieving Channel Success
In partnership with the business strategy and research firm, The 2112 Group, Channel Pulse East brought 360insights’ successful channel event previously hosted in Napa Valley, Cal., to New York City where attendees tackled some of today’s greatest challenges in the channel heading into 2020. The live panel webcast, moderated by Steven Kellam and Larry Walsh were joined by senior executive leaders in the channel including Amy Belcher, Global Partner Leader, Xerox, Kim King, VP, Global Partner Strategy & Programs at Hitachi Vantara, and Frank Rauch, Head of Worldwide Channel Sales, Checkpoint Software Technologies in a spirited debate on what it takes to achieve channel success.
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- As customer expectations shift primary focus from features and price to outcomes and experiences, channel communities must evaluate and adjust their thinking, goals, and strategies.
- Vendors can no longer think of themselves and their products in isolation.
- To create and maintain effective channel strategies and partner programs, vendors must develop channels that create higher levels of experience and outcomes for their partners and customers.