A few years on and the role of the channel has not only been revived and augmented, but a number of trends appear set to propel the channel to a position of even greater prominence. In fact, four key developments in the IT industry – some recent, some having gained momentum over time – look likely to usher in what might be called a new ‘golden age of the channel.
The aim of this report is to examine those trends, how the diversifying role of the channel, rising costs of customer acquisition, increased industry consolidation in four primary verticals, and the tech market’s thinning out amid COVID-19 will all ultimately deepen vendor, partner and customer reliance on the channel for the marketing and sale of IT products.