Channel Co. Exclusive Research: The Partner's Buying Journey Is As Big A Game-Changer As The Buyer's Journey


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The buyer's journey, in which 70 percent of a buying decision is complete before a technology buyer speaks to a sales rep, is well established in the technology market.

The partner's buying journey, however, is every bit as big a game-changer and is often underestimated by technology vendors competing for the sales and technical talent of 170,000 solution providers every day, said The Channel Co. Executive Vice President Dan Dignam.

"Solution providers wake up every morning and have a choice on what to sell," said Dignam, who has helped the top technology vendors craft channel sales strategies over the past three decades. "If you understand the partner's journey, you can influence the choice that every one of those solution providers make every day on what to sell."

The partner journey research, which is based on a new The Channel Co. survey, is being presented in a six-city nationwide road show titled "Surviving & Managing The Shift To The Strategic Service Provider Model." The road show kicked off March 23 in Irvine, Calif., and concludes April 26 in Austin, Texas. In addition to the new solution provider journey research, the road show includes exclusive research on the shift to the new strategic service provider business model.

"We want people to understand the partner's journey is every bit as powerful as the buyer's journey, which is well understood in the consumer world," said Dignam. "Our No. 1 goal is to accelerate the growth and success of the channel. That means helping vendors engage better with strategic service providers at every stage of the partner journey."

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The genesis of The Channel Co. research was aimed at determining exactly which content and influencer paths solution providers were taking as they moved to add a new technology vendor, practice or business model. "We wanted to know what partners were doing, how they were searching the Internet, what was happening before they showed up at a partner portal," said Dignam. "There is a whole decision-making process that goes on behind the scenes that technology suppliers don't see."

The partner's journey mirrors the same content and influencer paths as the buyer's journey with partners using everything from media, ads, blogs, and social media along with vendor and distributor websites as they move from awareness to consideration to the final decision on adding a new technology vendor or practice, said Dignam.

The stakes are high for vendors as they attempt to influence the buying journey of partners who are making major technology and practice area bets in the new strategic service provider era.

The Channel Co. research shows that a whopping 86 percent of solution providers are planning to add a new vendor or a new technology practice in 2016, said Dignam. He said The Channel Co. data shows that 47 percent of solution providers plan on adding a new technology practice such as cloud services in 2016, while 44 percent of solution providers plan on expanding business with existing technology suppliers. "Across the board, solution providers are exploring brand-new relationships in many different areas," he said.

Frank Vitagliano, vice president of sales and global distribution strategy for Dell, Round Rock, Texas, said the need to communicate and influence partners is more important than ever as solution providers shift to the strategic service provider business model. "Any vendor that has been paying attention to the market recognizes that solution providers have tons of choices," he said. "There aren't any vendors that have the luxury of being the de facto pick of partners. You have to work at it."

Vitagliano said taking advantage of the partner's journey dynamics is "critical" to getting partners to add a new product or service or expand an existing relationship. "Vendors need to take partners along on that journey and tell them what we are doing, how we are doing it, and what matters," he said. "It's all part of how a solution provider decides who to partner with."

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