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The Channel Company CEO Bob Skelley's Five Keys To Success In Hybrid Solution Provider Era

"Customers no longer want to talk about products and technology, they want to talk about solving a business need and the business outcomes they are trying to drive."

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5. The Payoff From The Hybrid Solution Provider Model

The big payoff for hybrid solution providers is "stickier" and "longer-lasting" relationships with customers.

"The financial benefit for the hybrid solution provider is deeper, long-term customer relationships that are stickier with new business opportunities based on customer needs and business outcomes," said Skelley. "What this means is partners have to get really deep with their customer with specific industry expertise."

Ultimately, the hybrid solution provider business model means both partners and vendors must adapt to the new industry dynamics.

Quoting Charles Darwin, Skelley said: "It is not the strongest of the species that survives, nor the most intelligent, but the one most responsive to change."

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