TBK Consult publish whitepaper on “The Partner Channel in a Business Model Context”

KLAMPENBORG, Denmark - Aug. 22, 2013 - PRLog -- The whitepaper concludes that the business model framework is extremely useful in helping software-driven companies understand what it takes to build and manage a channel partner network. The whitepaper stresses that a business model using a channel of independent partners to serve customers is completely different from the business model that takes the same product directly to customers.

The main reason why most B2B software companies have massive challenges with building and managing a successful partner channel is the assumption that the other 8 building blocks of the business model are unaffected by the choice of channel. That is not the case.

"Using a channel of independent companies to resell, implement and/or service customers has a long tradition in the software industry. For some software companies, the channel has been a major contributor to global success, but for most, making it work can be a difficult and constant struggle,” says Hans Peter Bech, CEO of TBK Consult and author of the whitepaper. "In this whitepaper we share important observations from companies who are successful using a channel of independent resellers. Using Osterwalder’s business model approach is really helpful in identifying what must be changed to make the partner channel productive."

The whitepaper includes examples of successful business models in the software industry and explains how the channel has a fundamental impact on all the other business model building blocks. Where the direct channel approach is based on a compelling customer value proposition, the indirect approach also requires the development of a compelling partner value proposition. These two value propositions are completely different.

For more information and download: http://www.tbkconsult.com