The Evolving Value of Distribution

Changing Channels · Apr 27, 2021 · 11m

Channelnomics’ Larry Walsh responds to the perception that distribution is declining in value to vendors’ go-to-market equation and channel programs.

A recent poll found that channel chiefs see distribution’s contribution to channels declining as the market shifts to service-based models and cloud delivery mechanisms. This perception is nothing new. The value that distribution brings to vendors’ go-to-market equation is always in question, as vendors are always on the lookout for ways to cut complexity and costs from their channel programs. Yet despite the recurring value question, the…