The channel is an underperforming go-to-market system for sales and technical support, with vendors and solution providers given critical areas of channel operations and performance mediocre grades in the inaugural ChannelPerceptions: Vendors vs. Partners Report by The 2112 Group.
Vendors and solution providers have a strong opinions about the value and performance of the channel. Vendors see solution providers as an integral route to market. Solution providers are dependent upon vendors to supply the technologies they use to create solutions. Supporting this relationship is a complex framework of support, business development, marketing and communications, training and enablement, and leadership.
The 2112 Group asked 254 solution providers and 66 vendor channel executives to rate 29 areas of channel operations and performance. The average score on the 10-point scale: 6 for solution providers and 6.5 for vendors. Some areas scored worse than others, such as post-sales support and communications. Only three areas, such as the value of a vendor’s brand in shaping markets, scored better than 8.
While some of the results will come as no surprise to vendors or solution providers since there are numerous known areas in need of improvement, many issues and operational functions assumed to be performing well are actually in need of immediate attention.
“The Channel Perceptions report answers these questions by connecting directly with vendors and solution providers to find out what they think of each other and specific core issues, such as pre- and post-sales support, channel conflict, brand value, marketing and leadership. This report eliminates a great deal of conjecture,” Walsh added.
The Channel Perception report is part of the 2112’s Quarter Channel Review series, which is normally only available to subscribers. 2112 is making this full report available for free; to download the report, go to http://the2112group.com/channel-perceptions-report-2013/.