New GTDC Report: Evolving Business Models Fueling Rapid Growth of IT Distribution Cloud Marketplaces

TAMPA, FL — Feb. 13, 2024 — Cloud marketplaces are a key enablement tool for channel organizations looking to optimize their sales, implementation, support and billing processes, according to a new report from the Global Technology Distribution Council (GTDC). Titled “Beyond the Marketplace: IT Distributors Empower the Buyers’ Journey of the Future,” the research explores the present and future of distribution’s virtual channel ecosystems, highlighting:

• What distributors’ cloud marketplaces provide that vendors and solution providers cannot replicate on their own
• How the next generation of platforms aim to boost engagement, enhance lifecycle management and generate new revenue streams
• Why partners and end users can benefit from a revamped approach focused on the customer and partner buying experience
• Where artificial intelligence (AI) and automation factors into the channel equation

“The vendor cloud marketplace model enhances sales, revenue and partnership opportunities for everyone in the channel,” said Frank Vitagliano, chief executive officer of the GTDC. “While talking to industry executives for this report, we heard repeatedly about the ways their companies are innovating to best serve partners and end users. This report revealed that, even today, IT distributors are the only technology companies with the ability to truly bring everything and everyone together in one ecosystem.”

IDC data shows that 95 percent of CEOs are embracing digital-first strategies to compensate for shifting workplaces and ever-changing financial dynamics. Most industry experts also expect cloud marketplace revenue growth to remain strong as distributors expand these virtual procurement and lifecycle management ecosystems.

By allowing solution providers to extend marketplace resources to end-user communities with highly engaging and cost-effective automation tools, digital platform providers can empower true lifecycle management for every actor in the channel. More importantly, according to the leading executives the GTDC spoke to for this report, a distribution-hosted cloud marketplace can give vendors and partners greater insight and control of the IT ecosystem. Other benefits of distribution marketplaces include:

• Enhanced portfolio flexibility
• Improved management controls
• Better scalability and growth potential

“This report shines a light on the future of IT distribution, and the outlook for these incredibly dynamic platforms is bright,” Vitagliano said. “IT distributors are fulfilling the increasing needs of channel leaders today while developing even more intelligent and streamlined options to help them succeed tomorrow.”

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