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Peter O'Neill

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Peter O'Neill is Vice President and Principal Analyst at Forrester Research. His research and advisory is targeted to technology marketers including those who work in channel marketing. He services global clients from his home office in Stuttgart, Germany.
Lenticular Cloud

Hey, cloudy channel bods: Vendors have problems too...

The tech industry channel has faced a variety of challenges over the past year or so when it comes to cloud computing. Distributors in the channel have faced a battle over customers with telecommunications vendors, and some channel partners have found themselves unsure about outlining a cloud strategy. This time we're taking a …
Peter O'Neill, 21 Feb 2013

Social media and the channel marketing Fear Factor

Are your favourite vendors helping you to market successfully? We just published a report for our clients where we highlight best practices in marketing enablement, based on a series of interviews with 10 channel partner marketing executives. The majority of these were companies with over $10bn in revenues - so they could afford …
Peter O'Neill, 04 Jan 2013

Missed the cloud bandwagon?

There continues to be a cacophony of marketing noise from technology vendors about their cloud strategies. While the announcements sometimes include messaging for their channel, many partners are still unsure of their future role in the industry. The Cloud and Technology Transformation Alliance (CCTA) reported that its survey of …
Peter O'Neill, 23 Nov 2012

Tech disties and telcos lock horns in cloud death match

The friction and competitiveness between IT distributors and the telecommunications vendors in the new cloud-based world is becoming apparent. While working on some research about the cloud-driven evolution of tech wholesalers, Forrester Research interviewed many tech vendors and distributors in the last months, and curiously …
Peter O'Neill, 28 Aug 2012

Product-led campaigns just don't work for vendors or resellers

Nobody really cares about product feature differentiation anymore - feeds and speeds just don't cut the mustard. But the battle among tech vendor marketers to configure their programmes and content to this new engagement model has now really heated up. Their marketing content now needs to be compelling to business buyers as well …
Peter O'Neill, 30 Jul 2012

Tide turns for channel: Now vendors are fighting for YOUR loyalty

Over a year ago, Forrester predicted that the number of channel companies was set to decline dramatically by up to 15 per cent for various reasons. The prediction, at first belittled by our reader clients who still assume that they are selling into an adoption market which continues to grow, has since been reinforced in many …
Peter O'Neill, 12 Jun 2012

Some vendors know how to treat a channel

Market analysis Current research indicates that we are seeing vendor-channel partner relationships changing quite dramatically, and for the better. Let’s be honest: the old-school formula for channel effectiveness was based on a cost-determined division of labour: Tech vendors invented, marketed, and then sold direct to the bigger, more …
Peter O'Neill, 18 May 2012


George Osborne, photo: HM Treasury
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Michael Dell. Pic by Joi Ito
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The Seeing Eye by Valerie Everett, Flickr, CC2.0
Follow the money – or, at least, our projections
Boats storm girl photo via Nikolina Mrakovic
The puppets from Team America: World Police gather at a bar for drinks.