Channel is okay. Channel is not okay. The answer depends upon whose perspective you listen to, how they define channels and how they are measuring channel transformation. Techaisle studied 814 US channel partners with revenue ranging from US$500K to US$50M and number of employees from 9 to 1200. Measured against 12 points of Techaisle’s channel transformation imperatives, only 5 percent of partners are nearing completion of their transformation journey. Data also shows that the channel transformation is split right in the middle. 52 percent of partners are transformation followers and 48 percent are transformation leaders. 45 percent of partners are in initial stages of transformation working on an average of 5.3 of the 12 imperatives.
Most vendors including Microsoft, SAP, IBM, Cisco and distributors such as Ingram Micro are focusing their efforts in helping their partners transform their business models but the channel has been slow to adapt to rapidly changing environment.
Let us discuss three areas that are priorities for IT suppliers, where channel is falling short and what is Techaisle’s recommended transformation timeline.
- Transforming from "sales quotas" to "book of business" - whole customer
- Transforming from "value addition" to "value creation", - business performance
- Transforming from "lead generation" to digital discovery" - reducing reliance