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


Twenty, 20

Tip: More and Better Partnering

Consider taking an ecosystem approach to filling skills and employment gaps, April said. A classical infrastructure channel firm, for example, might want to bring application-specific expertise to the table as a differentiator. But retraining existing staff or finding the right new people proves difficult and/or too costly.

“Yet there are a mushrooming number of applications-focused players in the market today, especially in the SaaS space, that lack infrastructure expertise around devices, security, networking and the like,” she said. “It’s a match! Partner up and you have strength in numbers when you go to market. Just be sure to formalize these partnerships so that parties are accountable and that the relationships don’t just fizzle out after one opportunistic deal.”

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