Amazon Consulting Launches New Exclusive Channel Research on Business Influencers

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How IT vendors are leveraging partners to create business relevance

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Our research identifies the specifics about what various partner segments need to most effectively engage with vendors

Amazon Consulting, a leading partnering services firm dedicated to helping companies elevate the impact of partnering, today announced the release of it newest exclusive channel research entitled Influencing the Influencers. This research analyzes the key requirements of the business influencer channel community and compares it to the type of partner support and investments currently in place among IT vendors. The research was conducted in conjunction with Consulting Magazine and their unique audience of 20,000 global business consulting firms. Amazon Consulting will host an in-depth panel discussion of the research results on Thursday, February 17th at 9 a.m. PST Visit to register for the webinar or click here. To access the executive brief of this study click here.

“IT vendors are increasingly focused on providing industry-specific solutions that address business pain-points. They rely heavily on the vertical-industry expertise of their solution providers to help them be successful here,” said Amazon Consulting’s Vice President, Beth Vanni. “However, vendors aren’t always providing the right kind of tools and support that these business influencers need to be successful. Our research not only identifies some of the obstacles that have hindered vendors’ partnering success, but we identify which vendors are actually supporting the system integrators’ business solutions focus best and why.”
Other key takeaways from this exclusive research include:

■    The ways business influencers organize and package their services to position technology in a business relevant context
■    What these business influencers do to recruit, train and develop their consultants to bridge the business value to IT products gap
■    What unique requirements these solution providers have of their IT vendors (sales, technical, services)

“Our research identifies the specifics about what various partner segments need to most effectively engage with vendors,” said Amazon Consulting CEO Diane Krakora. “This business influencer segment is very attractive to the vendor community right now. They’re leading the charge in establishing business value from technology products in today’s market, so giving them the right tools and motivation is important to a lot of vendors.”

The company’s full research on this topic includes an Executive Brief of findings, a detailed research report and the webinar featuring a panel discussion of the findings on February 17th at 9:00 a.m. PST. The research reports are available exclusively to subscribers of Amazon Consulting’s annual market intelligence subscription service called PartnerG2.

Amazon Consulting offers market research studies through a comprehensive annual market intelligence subscription program called PartnerG2. Fueling channel management professionals with valuable research, analysis, thought leadership tools and expert advice to guide partnering success, PartnerG2 offers unlimited users under a corporate subscription, quarterly studies based on industry hot topics, a complete library of thought leadership materials and 4-hours of complementary consulting services. Channel industry analyst and speaker Beth Vanni is the Vice President of Market Intelligence for Amazon’s Partner G2 program and can be followed at or

About Amazon Consulting
Amazon Consulting, LLC is a partnering development firm based in Silicon Valley, California, wholly dedicated to helping companies elevate the impact of partnering. We achieve this by effectively designing, implementing and automating channel and alliance models. We offer services ranging from channel models and program development plans to partnering operations and program execution. PartnerPath® provides our clients a best-in-class partner portal and program automation system. For more information please visit us at


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