Resellers and MSPs must become the focal point of tech marketing, in a shift that will have a major bearing on the future of the IT channel, an expert has claimed.
In this podcast, Revere Chief Strategy Officer Ali Dodd argues that it’s time to “flip” the current hierarchy – where partners can be treated as an “afterthought” – on its head.
“Because it’s so complicated to navigate buying technology, [end users] are looking for convenience. They want their buying process to feel personalised, and they want to feel valued. So you can see why partners have become really essential to delivering that experience,” Dodd said during the discussion.
“It’s about flipping the channel focus – think about the customer first and enable the partner to deliver against that. The vendor and distributor provide value that can be added to support this objective.”
Tune in to find out how this shift changes everything for how vendors and the wider channel should be approaching marketing.
In the discussion, Ali talks to IT Channel Oxygen editor Doug Woodburn about:
- Why front-line partners are having their “moment in the sun”.
- What implications this has for how vendors and partners should be approaching their marketing strategy?
- What marketing pros need to know about the new buzz around ‘nearbound marketing’.
- Her advice for vendors and other channel pros looking to get ahead of this trend
This article was produced in association with Revere Agency and is classified as partner content. What is partner content? See more here.
