OneGTM insights – explore our thought papers, opinion pieces and articles for insights into the world of go-to-market strategy and execution.

16 January 2012

New channel opportunities in a cloudy world

Many vendors undertaking the transition to cloud-based delivery models are struggling with the question of how to transition, or in some cases jettison, their existing channel partners. However the focus on what to do with the existing channel has led some to neglect the new channel opportunities that exist in a cloud-based world, allowing newer entrants to steal a march on incumbent providers.

This article looks at some of the new channel opportunities that exist for providers of cloud-based services. It considers the increased importance of trusted brands as routes to market and looks at the increased value of sector and functional expertise within the channel mix. The article also looks at how ISVs are themselves becoming an important route to market for other players in the value chain, and considers how app marketplaces may impact the nature of channel relationships.