Sales Initiative Magazine
Indirect sales channels have a bad reputation for not keeping up with current trends. We have seen direct-to-consumer marketers set the pace, business-to-business industries piggy-back off that success, and indirect sales teams lag behind, almost as afterthoughts.
The irony is that in the evolving sales world, indirect channels and partners have actually become the lead revenue generators. Still, managers of partner ecosystems continue to operate using outdated, inefficient sales and marketing strategies and systems that are driving their companies down a path of obsolescence.