Fueling the Trusted Advisor Fire

If there’s one trend that’s taking the channel by storm this year it’s the rise of the “trusted advisor.” The topic dominated the conversation at #CPExpo last month.  And I got some first-hand insight into the trend from Drew Lydecker, President & Founder of AVANT Communications, a born-in-the-cloud firm focused entirely on channel enablement.

“The trusted advisor movement is on fire,” he told Channel Marketing Journal. Lydecker should know. In AVANT’s 10-year history, he’s never seen the growth he’s seeing today in the trusted advisor universe.

Watch this video of our interview for Lydecker’s insight on how the elevation of channel partners to a trusted advisor is redefining sales enablement and the opportunities it opens.