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

17 December 2015

Why winning business through the channel means changing the way you play the game

Anybody involved in the marketing and selling of business technology knows that the rules of the game have changed dramatically in the last few years. Traditional push-based marketing is generating decreasing returns. B2B customers now want perspectives and insight, not product pitches. To capture people’s attention you need a distinctive point of view.  

To drive growth from the channel, vendors need to change the way they play the game; they need a new approach.

Progressive vendors are already gaining a competitive edge from realising that the rules have changed.

Our storyboard “Why winning business through the channel means changing the way you play the game” contains 6 steps to winning business through the channel in the new B2B marketplace.