https://www.channelfutures.com/wp-content/themes/channelfutures_child/assets/images/logo/footer-new-logo.png
  • Home
  • Technologies
    • Back
    • SDN/SD-WAN
    • Cloud
    • RMM/PSA
    • Security
    • Telephony/UC/Collaboration
    • Cable
    • Mobility & Wireless
    • Fiber/Ethernet
    • Data Centers
    • Backup & Disaster Recovery
    • IoT
    • Desktop
    • Artificial Intelligence
    • Analytics
  • Strategy
    • Back
    • Mergers and Acquisitions
    • Channel Research
    • Business Models
    • Distribution
    • Technology Solutions Brokerages
    • Sales & Marketing
    • Best Practices
    • Vertical Markets
    • Regulation & Compliance
    • Diversity, Equity & Inclusion
  • MSP 501
    • Back
    • 2022 MSP 501 Rankings
    • 2022 NextGen 101 Rankings
    • MSP 501 Information Center
  • Intelligence
    • Back
    • Galleries
    • Podcasts
    • From the Industry
    • Reports/Digital Issues
    • Webinars
    • White Papers
  • Channel Futures TV
  • EMEA
  • Channel Chatter
    • Back
    • People on the Move
    • New/Changing Channel Programs
    • New Products & Services
    • Industry Honors
  • Resources
    • Back
    • Advisory Boards
    • Industry Organizations
    • Our Sponsors
    • Advertise
    • 2022 Editorial Calendar
  • Awards
    • Back
    • 2022 MSP 501
    • Channel Influencers
    • Circle of Excellence
    • DE&I 101
    • Channel Partners 101 (CP 101)
  • Events
    • Back
    • CP Conference & Expo
    • MSP Summit
    • Channel Partners Europe
    • Channel Partners Event Coverage
    • Webinars
    • Industry Events
  • About Us
  • DE&I
Channel Futures
  • NEWSLETTER
  • Home
  • Technologies
    • Back
    • SDN/SD-WAN
    • Cloud
    • RMM/PSA
    • Security
    • Telephony/UC/Collaboration
    • Cable
    • Mobility & Wireless
    • Fiber/Ethernet
    • Data Centers
    • Backup & Disaster Recovery
    • IoT
    • Desktop
    • Artificial Intelligence
    • Analytics
  • Strategy
    • Back
    • Mergers and Acquisitions
    • Channel Research
    • Business Models
    • Distribution
    • Technology Solutions Brokerages
    • Sales & Marketing
    • Best Practices
    • Vertical Markets
    • Regulation & Compliance
    • Diversity, Equity & Inclusion
  • MSP 501
    • Back
    • 2022 MSP 501 Rankings
    • 2022 NextGen 101 Rankings
    • MSP 501 Information Center
  • Intelligence
    • Back
    • Galleries
    • Podcasts
    • From the Industry
    • Reports/Digital Issues
    • Webinars
    • White Papers
  • Channel Futures TV
  • EMEA
  • Channel Chatter
    • Back
    • People on the Move
    • New/Changing Channel Programs
    • New Products & Services
    • Industry Honors
  • Resources
    • Back
    • Advisory Boards
    • Industry Organizations
    • Our Sponsors
    • Advertise
    • 2022 Editorial Calendar
  • Awards
    • Back
    • 2022 MSP 501
    • Channel Influencers
    • Circle of Excellence
    • DE&I 101
    • Channel Partners 101 (CP 101)
  • Events
    • Back
    • CP Conference & Expo
    • MSP Summit
    • Channel Partners Europe
    • Channel Partners Event Coverage
    • Webinars
    • Industry Events
  • About Us
  • DE&I
    • Newsletter
  • REGISTER
  • MSPs
  • VARs / SIs
  • Agents
  • Cloud Service Providers
  • Channel Partners Events
 Channel Futures


handshake

The Channel Is Proving Itself

  • Written by James Anderson
  • April 18, 2022

Marketplaces are all the hype in the channel these days. Has the customer purchasing mindset shifted to favor direct marketplaces? Will vendors go there? 

Cisco’s Andrew Sage gave a nuanced answer. 

“We’re trying every new way that our customers are asking us to buy, and then we’re going to double down on the ones that are working right now,” he said.

However, he said the channel’s go-to-market motion has absolutely proven itself as a purchasing method that is working. 

“The idea that we would get to millions of these customers somehow by putting up a clever website and selling direct to them is absolutely never going to happen. And everybody at Cisco knows that,” he said.

 

 

Tags:

Avatar

James Anderson

James Anderson is a news editor for Channel Futures. He interned with Informa while working toward his degree in journalism from Arizona State University, then joined the company after graduating. He writes about SD-WAN, telecom and cablecos, master agents and carriers. He has served as a moderator for multiple panels at Channel Partners events.

Related Content

  • Fred Voccola stage
    Datto Brand to Remain Intact, Assures Kaseya CEO Fred Voccola
  • Russia hacker
    Cybersecurity Roundup: New Alert Warns of Increased Russia Cyber Crime Coming
  • MSP Whats Next Panel CP Expo 2022
    MSPs Battle Hiring Challenges, M&A Frenzy
  • thumbs up
    Citrix Shareholders Approve $16.5 Billion Private Equity Buyout, Joining Tibco

Upcoming Events

View all

MSP Summit

September 13, 2022 - September 16, 2022

Channel Partners Conference & Expo

May 1, 2023 - May 4, 2023

Galleries

View all

7 Channel People Making Waves This Week at Datto, New Relic, Kyndryl, More

July 1, 2022

Cybersecurity Experts: July 4th Weekend Ripe for Ransomware, Other Attacks

July 1, 2022

Images: HPE Discover 2022 Expo Hall Featuring Microsoft, Ingram Micro, VMware

July 1, 2022

Industry Perspectives

View all

How to Make Embracing Change Part of Your Company Culture

July 1, 2022

How to Differentiate to Leverage 5G’s Revenue Opportunity

June 28, 2022

Why MSPs are Attractive Cyberattack Targets

June 24, 2022

Webinars

View all

VEP Platform for Delivery of uCPE, SD-WAN and SASE

June 29, 2022

The Digital Worker: How to Empower Customers with a Flexible, Scalable VDI Solution to Enable Remote Work

June 30, 2022

Growing Partner Revenue and Customer Satisfaction with Power Management Services

June 23, 2022

White Papers

View all

Work Goes Remote – (and Other Top ITOps Trends)

May 25, 2022

The New Bottom Line: How MSPs Can Meet the Healthcare Crisis While Evolving Their Businesses

April 19, 2022

How to build a Security Operations Center (on a budget)

April 4, 2022

Channel Futures TV

View all

Vonage a ‘Single Communications Stack Provider’ for Partners, Customers

IBM, Partners and the $1 Trillion Hybrid Cloud Opportunity

June 26, 2022

Agents Share ‘Secrets,’ Industry Opportunity

May 11, 2022

AT&T, Microsoft, Cisco, ThreatLocker on Unlocking Partner Potential

May 6, 2022

Twitter

ChannelFutures

Channel people making waves this week include: @jpdepa3rd, @RiyaShanmugam, @sandyhogan dlvr.it/STCM6S https://t.co/oVB86ztTtP

July 1, 2022
ChannelFutures

#Cybersecurity experts say July 4th weekend ripe for #ransomware, other attacks. @blumirasec @Netenrich @Vectra_AI… twitter.com/i/web/status/1…

July 1, 2022
ChannelFutures

New @PureStorage #ITchannel leader details jump from Veritas. dlvr.it/STBsLB https://t.co/BFSmZ5ubff

July 1, 2022
ChannelFutures

New Pure Storage EMEA Channel Leader Details Jump from Veritas dlvr.it/STBrPQ https://t.co/LjFXo6FbVF

July 1, 2022
ChannelFutures

.@qumulo latest channel business to confirm layoffs impacting 80 workers. #storage dlvr.it/STBh1L https://t.co/hE10wBA3ka

July 1, 2022
ChannelFutures

Ranking on the #MSP501 isn't just an industry accolade... it brings pride to each company and their team. Congratu… twitter.com/i/web/status/1…

July 1, 2022
ChannelFutures

Company culture is ever changing in today's society - here are ways to embrace that change with @coxbusiness… twitter.com/i/web/status/1…

July 1, 2022
ChannelFutures

#HPEDiscover expo hall images. Featuring @IngramMicroInc @msPartner @Veeam @Commvault and more.… twitter.com/i/web/status/1…

July 1, 2022

MSP 501

The industry's largest and most comprehensive partner awards program.

Newsletters and Updates

Sign up for The Channel Report, Channel Futures Update, MSP 501 Newsletter and more.

Live Channel Events

Get the latest information on the next industry-leading Channel Partners event.

Galleries

Educational slide shows and images from live events.

Media Kit And Advertising

Want to reach our audience? Access our media kit.

DISCOVER MORE FROM INFORMA TECH

  • Channel Partners Events
  • Telecoms.com
  • MSP 501
  • Black Hat
  • IoT World Today
  • Omdia

WORKING WITH US

  • Contact
  • About Us
  • Advertise
  • Newsletter

FOLLOW Channel Futures ON SOCIAL

  • Privacy
  • CCPA: “Do Not Sell My Data”
  • Cookie Policy
  • Terms
Copyright © 2022 Informa PLC. Informa PLC is registered in England and Wales with company number 8860726 whose registered and Head office is 5 Howick Place, London, SW1P 1WG.
This website uses cookies, including third party ones, to allow for analysis of how people use our website in order to improve your experience and our services. By continuing to use our website, you agree to the use of such cookies. Click here for more information on our Cookie Policy and Privacy Policy.
X