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May 2021

The evolution of the channel partner: control the narrative to increase your sales

The Covid-19 pandemic has reshaped many of the ways channel companies typically do business, including their sales and marketing strategies. At the same time, the disruption of traditional business technology environments has thrown customers out of their comfort zones as they were forced to accelerate digital transformation programmes and take a very different view of which technology products and services they needed to support the new shape of their organisation. As the world begins to return to a more even keel, but changes to workstyles and locations begin to look permanent, there is a huge business opportunity for the channel as companies implement long-term technology programmes to bed-in the new normal. Competition for that custom will be intense, however. So how do channel partners lift their heads above the parapet and develop a robust strategy to drive sales growth? Out of change comes opportunity The old adage of “out of change comes opportunity” takes on immediate relevance as we adjust to business conditions ...

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