The Channel Has Changed. Channel Marketing Needs to Catch Up
Channel Insider
JULY 29, 2021
To say the IT channel has undergone a profound transformation is a vast understatement. We were originally dubbed a “channel” by IBM, whose rule was that nobody but IBM can sell IBM. So they created a reseller “channel” by selling to aggregators or distributors, who sold to resellers who sold to customers. Remove IBM from the equation and there’s no product to sell or resell to anyone.
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