If you have been in a channel sales or marketing role for any length of time, you know that we are in the midst of unprecedented change and opportunity in both B2B and B2C. The “age of the consumer” and their ability to gather info rapidly and control the sales process has forever changed the fundamental engagement model. Some would argue that the traditional line between B2B and B2C is gone altogether.
No matter your persuasion, I think we can all agree that for any business to remain relevant, one can never rest because the pace of business innovation and communication is approaching light speed. When a simple tweet, viral video, pic or new mobile app can trigger opportunity or crisis overnight, “business as usual” has become a distant memory. Never has it been more important for manufacturers, resellers and partners to distinguish themselves within their market.