IT channel companies are taking more ownership of their branding, marketing and sales activities. That’s according to a new study released by CompTIA, the IT industry association.
In its Fourth Annual State of the Channel report, CompTIA says taking more control is a must for channel firms, particularly as they are pushed in different directions by technologies such as cloud computing. Other challenges include customers demanding different delivery solutions, and the emergence of a more varied lineup of competitors.
“Many channel firms have learned that they can’t run their business today the way they once did, even in the recent past,” said Carolyn April, senior director, industry analysis, CompTIA.
CompTIA’s new study examines the size, shape and growth factors impacting the IT channel today. Some 350 IT companies were surveyed.