Indirect sales teams have a bigger role to play as digital transformation takes hold.
January 2, 2019
While about three-quarters of world trade flows through indirect sales channels, supporting technology that emerged over the past two decades – such as CRM and marketing automation – actually targeted direct sales teams. The good news: That’s changing with evidence of increased momentum for indirect sales in 2018 and beyond.
That’s according to Jay McBain, principal analyst, global channel at Forrester, who recently shared his 2019 channel predictions in a webinar with Diane Krakora, CEO at PartnerPath.
Forrester’s Jay McBain
McBain describes three industry stages; the first two are the rise of CRM tools followed by marketing automation, both of which targeted direct sales.