Channel Trend No. 5: No More “Normal” – The Customer Has the Power

There is no “going back to normal.” Digital-first organizations are on the rise – IDC research shows four out of five firms surveyed are already executing a digital-first strategy. This is something partners will have to get used to, said Wilson.

“These changes have happened. They’re going to persist. If anything, the change that’s happening is going to accelerate.

“What we’ve also seen is that customers increasingly want flexible purchasing. We asked them, ‘What is most relevant to your organisation in terms of the pricing model?’ It was interesting to see how strong subscription based models are.”

But there are still some traditional motions that are important to customers, like perpetual licences.

“This goes back to understanding the customer and appreciating that every customer is different. It’s talking to the customer and saying, ‘How do you want to buy?’ And then putting yourself in a position to deliver it.”

The customer now has a lot more power than they did previously, said the analyst.