Vendors often consider the buyer's journey, but less attention is paid to the partner's journey, said a panel of solution providers at the Women of the Channel West event Tuesday.

The panelists at the conference, hosted by The Channel Company and held in Napa, Calif., this week, opined on the channel programs from vendors and suppliers that are winning today, how these companies can make changes in favor of services-based sales, and what these programs should be offering partners tomorrow.

Companies must work on aligning their strategies with their partners' strategies to be more successful, said Calista Roussos, director of marketing and vendor strategy for Tampa, Fla.-based Vology.

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"The partner journey is very important, so [when] vendors work with their partners, they......


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