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Channel Revolution
by Stefan Utzinger
Published: 2010
Recommended by Books of the Channel
Categories: partnerships
Why should you read it?
Because many of us are still designing programs and thinking about partners using logic that was built for a different era. You still see a heavy focus on resale, tiers, and coverage, while a big part of the value partners bring today happens outside of the transaction. This book helps you step back and question those assumptions. It's especially useful if you've worked in traditional channel environments and are trying to make sense of how things are changing, or why some of the old models don't seem to work as well anymore.
What is the book about?
This book looks at how traditional channel models are being reshaped by everything that has happened in the last decade: cloud, subscription models, platforms, and more informed buyers. The classic structure of vendors selling through distributors and resellers is no longer the full picture, and in many cases, it's not even the most relevant one. Utzinger explains how value is now created across a much broader set of players, where partners don't just resell, but also influence, integrate, implement, and support customers throughout the lifecycle. It's less about replacing the channel, and more about understanding how it's evolving into something more complex and interconnected.
Best takeaway
One idea that stands out is that the channel isn't going away, but it's losing its original shape. What used to be a relatively predictable, linear system is becoming more fluid, with different partners playing different roles depending on the situation. That shift matters because it forces you to rethink how you design your partner strategy. If everything is still built around resale, you're only capturing a small part of the value. The real opportunity is in recognizing how partners contribute across the full journey, not just at the point of sale.
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