In today’s crowded channel marketplace, resellers need an extra edge to stand out from the crowd and stay competitive. A lack of understanding of the channel environment from vendors can make it hard for partners to engage with a diverse and dynamic portfolio of products and provide the most value to the customer. The results? Less margin all round. In this environment, a new style of programme is emerging which is no longer one-size-fits-all, but is more tailored to the specific needs of the reseller business.