12 Pages Posted: 19 Jul 2007
Date Written: July 11, 2007
As product-based companies look for ways to maintain or increase revenue growth, they face escalating market challenges due to product commoditization, lower product margins, price transparency, and converging technologies. Increasingly, product based companies are adding services and solutions to their product portfolio to boost revenue and differentiate themselves from their competition. For many successful organizations, the indirect channel is the key to their evolution from a product vendor to a solutions provider.
This article will discuss how companies are successfully transitioning to solutions-based sales with the assistance of their channel partners. In addition, it will examine three distinct channel partner models that best-inclass companies are employing as they expand their solution offerings. Each model should not be seen as an exact blueprint for success, but as an example that may be adapted to fit the specific strategies and goals of any company that wishes to leverage channel partners to offer solutions and reach new customers.
Keywords: solutions, business partners, Cisco, IBM, Caterpillar, EMC, commoditization, solutions selling, resellers, VARs, Maia Strategy Group
JEL Classification: L80,L81, M10, M31, M11
Suggested Citation: Suggested Citation
Koch, Moira, How Best-in-Class Companies are Transitioning to Solutions-Based Sales With the Assistance of Their Channel Partners (July 11, 2007). Available at SSRN: https://ssrn.com/abstract=1000262 or http://dx.doi.org/10.2139/ssrn.1000262