What Vendors Don’t Understand About Partners

Changing Channels · Jun 7, 2022 · 12m

Larry Walsh, chief analyst at Channelnomics, discusses the performance challenges that channel chiefs face, explaining that they’re rooted in a fundamental misunderstanding of partner business models and ill-conceived presumptions about partner capabilities.

Being a channel chief isn’t easy. Channel leaders face numerous challenges, including getting partners to perform in a way that contributes to company goals and revenue-generation expectations. This underlying challenge is amplified by the struggles that come from transitioning channels to new service and subscription models.

In the 2022…