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.