Over at Tech Target, Craig Vodnik writes that the cloud has altered the way independent software vendors market their products especially relative to channel partners.
In its most basic sense, channel partners function as an auxiliary marketing and sales team for ISVs by connecting customers to a vendor’s products. They typically have access to a target customer base the vendor cannot reach on its own. This situation provides the vendor a broader customer reach and earns the partner some sort of revenue for opening up new channels.
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