Next Generation Channel Business Models
Vendors including AWS, Microsoft, Shopify, Zoom, Slack and many others have pioneered a dynamic new channel business model: The Platform Marketplace.
These build upon and extend the traditional channel management model to integrate partners directly into the vendors core product. Through API integrations and service marketplaces partners can become a component part of a highly customizable suite accessible via a one-stop-shop procurement.
This dynamic is extremely powerful for both parties. It greatly enhances the vendor’s product offering and in turn opens up a massive market for partners.
It presents huge opportunity but also significant challenge for partners: How best to adapt their products to integrate into the marketplaces, which to choose to concentrate their investment, and the new channel engagement models required to drive demand and sales.
Our guide examines different platforms across banking, telco and software to identify the different types of industry marketplaces, providing a primer and strategy for channel executives to determine and execute the optimum marketplace strategy for their sales organization.