Press Release

Market Dynamics Spur Demand for a New Brand of Channel Chief


Direct sales talent shortages, a demand for analytics and partners who insist on a world-class partner journey are driving demand for channel executives with a deeper, more rounded set of business skills
Definitive new eBook by top channel strategist outlines key strategies for new channel chiefs to defy expectations in first 180 days

SALT LAKE CITY, UTAH — September 6, 2018 — With more than 75 percent of corporate revenue running through indirect channels, * and with an enterprise sales talent shortage causing 75 percent of companies to struggle to meet revenue goals,** the channel has never been a hotter path to market. The bar is raising for the skills Channel Chiefs now need to bring to the table and in a new eBook from business strategy and research firm The 2112 Group, “The Definitive Guide for New Channel Chiefs: How to Exceed Everyone’s Expectations in 180 Days,” the firm lays out a prescriptive, 180-day set of actions to help this new breed of chiefs defy expectations. The eBook, sponsored by Partner Relationship Management leader Impartner, is available here.

“Expediency is as important as effectiveness for new channel chiefs,” said Alex Hart, senior vice president of strategic services at The 2112 Group. “To exceed expectations, the new Channel Chief must be willing to act boldly and with urgency while also putting into effect a set of elevated business skills. This eBook is 100 percent focused on helping them cut cleanly through their first 180 days with best practices updated to address today’s increasing and accelerating business demands.”

“We’re in the fortunate position to work alongside channel leaders with corporations of all sizes worldwide, and we see clearly and quickly those new chiefs who will shine in their organizations,” said Impartner Chief Marketing Officer, Dave R Taylor. “Pressure on those leaders is higher than ever before, and time and time again, those who gain the most traction, the most quickly, demonstrate the process and business skills 2112 has outlined in this eBook. We couldn’t be more excited to work with The 2112 Group to help the market’s newest Channel Chiefs tackle their roles successfully.”

In the eBook, The 2112 Group breaks down the following six tenets of the 180-day imperative and detailed, step by step recommendations on how to best approach each tenet:

      1. Understanding: Learning the company products, channel programs, and partner profiles.
      2. Diagnostics: Identifying strengths, weaknesses, shortcomings and opportunities
      3. Goal-Setting: Defining key objectives for future success, aligned with company goals
      4. Prioritization: Establishing a cadence and task order
      5. Planning: Establishing the means to achieve the goals
      6. Execution: Putting plans in motion to achieve strategic objectives

To listen to a podcast with The 2112 Group and Impartner on this topic, click here. To download your free copy of the eBook, click here.

*Accenture, Improving the ROI of Indirect Channel Incentives Report, 2015
** Survey of hiring managers of 200 national and international corporations, 2017

About The 2112 Group

The 2112 Group is a business strategy firm focused on improving the performance of technology companies’ direct and indirect channels through our portfolio of market-leading products and services. We leverage proprietary intelligence with qualitative research, market analysis, tools, and enablement programs. Our industry experts approach each engagement by applying innovative solutions customized to meet the needs of our clients. By looking at the technology market from the viewpoint of vendors, partners, and end users, 2112 is uniquely positioned to develop go-to-market strategies that are beneficial to all parties from both a channel and enterprise perspective.

Visit us: | Follow us: @the2112group | Read our Blog

About Impartner

Impartner delivers the industry’s most advanced SaaS-based Partner Relationship Management solution, helping companies worldwide manage their partner relationships and accelerate revenue and profitability through indirect sales channels. Impartner PRM is the industry’s most award-winning PRM technology and one of the industry’s only turnkey solutions that can deploy a world-class Partner Portal in as few as 14 days, using the company’s highly engineered Velocity™ onboarding process, which is guided by an individually customized Customer Success Portal. For more information on Impartner, which is based in Utah’s tech hotbed, the Silicon Slopes, visit or in the United States call +1 801 501 7000, for EMEA general call +33 1 40 90 31 20, for London call +44 0 20 3283 4465, and for LATAM call +1 954 364 7883.


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