HOW TO: Maximise your channel for demand generation

ICT vendors are heavily dependent on the channel generating revenue and creating brand awareness for them. Many channel networks have been built up over time or been acquired through mergers and acquisitions.

This has resulted in some vendor's having a mixed bag of partners who are no longer capable of generating revenue or have a different focus which is no longer in line with the vendor's strategy.

As strategies change and new products come to market, it is important to review your channel and determine if you are working with the right partners.