The second quarter of 2020 is coming to and end, and many channel vendors are still struggling to realign their partner engagement strategies to this new normal.

One of my favorite business quotes comes from management guru W. Edwards Deming, who said, “Without data, you’re just another person with an opinion.”

We are in the middle of May and top channel vendors are realigning their engagement strategies for the next 4 quarters under COVID.

Right now we find ourselves, and our Partners, trying to understand what through-channel demand generation programs aren’t getting used.

B2B brands have found it increasingly challenging to reach and engage customers and new buyers across markets and geographies.