Macroeconomy

Finally, channel marketers are shaped by the continuing macroeconomic forces that have bombarded the market during the last two years.

“The channel means so many things. It can mean MSP, it can mean agent, it can mean reseller,” Antonacci said. “And I think that understanding how the economic downturn will impact those types of businesses individually is critically important. At my previous company when the pandemic hit, for example, my resale VAR businesses and partners were infinitely more impacted than my agents were to a degree. Certain agents actually thrived because they were able to sell services and solutions very quickly to help their customers combat the impacts of the pandemic. Whereas my resellers and VARs who are traditionally selling products that aren’t as quick to market, they struggled. And so being able to first understand the needs of each one of those segments I think is critically important. Once you can do that, then you can identify what are the opportunities from a marketing perspective that are going to be most impactful for that type of partner, or that type of a customer.”