For Technology Marketing Professionals

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	November 24, 2009 What B2B Tech Customers Expect From Your Channel Partners Bolster Channel Partners' Productivity By Mapping Them To Customer Demand by Tim Harmon with Peter Burris, Zachary Reiss-Davis

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Executive Summary

Tech vendors tend to develop channel ecosystems that reflect their product and domain competencies, i.e., from the vendor's perspective, not the customer's. But customers are maturing in terms of their planned use of third-party resources, including vendors' channel partners. Channel marketers who incorporate this customer demand pull into their channel maps will realize greater return on their channel investments.

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