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For many years, the relationship between channel partners, vendors and customers has straddled two sometimes contradictory positions of transaction and value. The two are not mutually exclusive but building value on top of – or beyond – the transaction hasn’t always been as easy as it sounds. Nevertheless, at the recent EMEA Canalys Channel Forum, Rachel Brindley, senior research director at Omdia, told attendees: “We are seeing a rapid shift as programmes move beyond the point of transaction. Our research shows that there are over 400 programmes that are no longer purely transactional. A new paradigm has emerged.” According to Brindley, a points-based approach, heavily reliant on gaining specialisations and demonstrating support of the customer through the product or service lifecycle, is now becoming the norm. Given that the shift from volume to value has been discussed and promoted for several years, what, if anything, has changed in recent times? Olly Carter, senior channel sales director for Forescout, believes the shift is...