The CP List: 20 Challenges, Tips for Channel Success in 2019


Twenty, 20

Tip: Go Vertical

Customer demand for a technology provider with vertical industry skills and applications knowledge is on the rise, Carolyn April said. Nearly two-thirds of channel firms say they embarked on a vertical specialty to satisfy customer demand and as a competitive differentiator.

“Embracing a niche specialty in retail, health care, or other sector will deliver a proven competitive advantage,” she said. “But again, the challenge lies in having the right skills and training. And it’s important to distinguish ‘real’ vertical applications specialization from the more horizontal type of infrastructure sales to customers that just happen to be in the same industry.”

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