Tech buyers’ preference to attain as many services as they can from one provider is elevating the status of channel partner to trusted advisor. It’s also elevating the value of the input channel partners bring to their vendor relationships. At cybersecurity services company Seceon; for example, channel partners play a vital role advising channel leadership on market trends such as pricing. (For more on that, see highlights of my conversation with Lalit Shinde, Strategic Partnership & Business Development Head at Seceon.)
And now, we’re seeing a new breed of tech influencer emerging to capitalize on the trusted advisor opportunities: Accountants, lawyers and other types of professional services providers. This article looks at the trend.