Two trends have been emerging in business during the past decade:
Firstly, a rapidly increasing number of alternative sales channels have been adopted by corporate buyers and end consumers. As a consequence, the lines between individual sales, marketing and service channels have been blurred.
Secondly, as businesses have become more smart, agile and fast-paced, old-school sales strategies need to give way to a more execution-focused approach.
As the distribution ecosystem evolves and matures, the balance of value added and value captured by the individual players tends to shift within the value chain. Some of them are adding less value than before, but they are still receiving the same level of benefits. Other players require more support now because the competitive landscape has changed. Whole channels may have become obsolete altogether but due to historical reasons they continue to receive a disproportionally high level of vendor funding. Other channels should be extended but there are constraints as a large part of the available funds is consumed by established players.