Business building is the top priority for organic growth for any company. Further incumbents are launching new businesses with ever greater frequency. Research suggests that companies that prioritize business building tend to grow faster than their peers, respond with greater resilience to volatility and economic shocks, and, as they gain experience building businesses, see more success from it. However the flavours of building business in the backdrop of changes in the recent past. First the customer playbook has changed, as how they are buying, how they behaving, what and where they are consuming from has changed drastically. Further the definition of success have witnessed a phenomenal change. Organisations are now driven by resiliency, scalability, agility, ease of adoption of new platforms thus benefitting their competency and pace of innovation.
With majority of the B2B IT spend being driven through channel partners, they are expected to be at the middle of the tsunami of change. Channel partners are now expected to shoulder the responsibility of orchestrating the change that the customers wish to execute by bringing their own services and competencies into the solutions thus transforming their value proposition. It calls upon a leadership mindset change to explore the new frontiers of digital technologies and thus delivering bespoke solutions to the end customers. There is heightened need to invest time and effort developing the partnership, leveraging digital marketing strategies and tactics, upskilling of their workforce and embracing collaboration and cooperation.