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.
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 …
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 …
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 …
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 …
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 …
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 …
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 …
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