I was at the movies this weekend and a preview for the upcoming Transformers movie, called the “Age of Extinction,"was shown. In talking with many colleagues in the world of channel partnering, I can’t help but wonder whether the evolving IT consumption model, the growth of non-traditional IT buyers (in line-of-business) purchasing solutions, and the rapid pace at which IT vendors are developing solutions that don’t fit into the traditional model of a one-time transaction will spell “extinction” for a significant portion of the channel partner community.
Our latest research (Channel Partner Transformation: Selling Cloud Services) shows that the drivers for channel partners to transform their businesses include:
- The amount of customer demand.
- The fear of missing out and maintaining their “trusted advisor” status.
- The declining long-term profitability of traditional business models.
- The vision and commitment by the business owner/leader.