Most of the channel social media revolves around the major vendors. My clients aren't interested in whether HP is going to offer new spiffs to its resellers, or whether Dell is competing with its VARs, or Cisco is trimming its partner roster. The IT Channel has become heavily commoditized in product and practice.
My clients are interested in servicing a segment of their market that they either can't get to directly and need partners to deliver a full solution. They're probably not looking to co-opt an existing channel. In fact, they may be seeking a channel that doesn't exist in the traditional sense.
The Intelligent Channel is about finding the optimum direct or indirect route to the buyer, and demonstrating value throughout the chain in doing so. The intelligent channel strategy is the plan to make that happen, from design, to partner recruitment, to revenue, profit and lasting customer value.
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