As mentioned in the past, buyer behavior has changed drastically in the last decade or so, and it's forcing channel sales programs to evolve in order to keep up. The 2016 & 2017 HubSpot State of Inbound report listed sales people as the least relied-upon source of information for making business purchasing decisions. This was true across both geographies and job titles.
This raises some questions: How can you find and leverage the sources that your buyers trust as they make their way through the buying journey? And for those selling through sales channels, how can you help your channel partners better utilize those sources?