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 Channel Futures


Power, lightning bolt

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

  • Written by Craig Galbraith
  • June 20, 2022

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.

 

 

 

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Craig Galbraith

Craig Galbraith is the editorial director for Channel Futures and Channel Partners, joining the team in 2008. Before that, he spent more than 11 years as an anchor, reporter and managing editor in television newsrooms in North Dakota and Washington state. Craig is a proud Husky, having graduated from the University of Washington. He makes his home in the Phoenix area.

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