When selling IT products and services to the midmarket, most vendors rely upon an indirect sales approach. Forming this hub and spoke model to ideally sell through channel members that have ongoing trusted relationships within the market only works in instances where the approach is deliberate and focused on the right variables. Understanding what end users expect from the channel and from vendors respectively is critical to success. Auditing internal channel practices to minimize the "noise" inherent in all channel programs is a must.

Gain a competitive advantage by attending this complimentary session at Midsize Enterprise Summit Europe, 16-18 June 2004 in Dublin, Ireland. For details on participating in the Event, e-mail Bill Blenkarn or call +44 (0) 1784 268 516.