The relationships between vendors and their business partners, including resellers, value-added resellers (VARs), independent software vendors (ISVs), systems integrators (SIs) and cloud hyperscalers are typically symbiotic.
However, beneficial outcomes depend on at least a modicum of predictability. So what challenges occur when vendors decide to change strategic directions or pursue new or uncertain markets? Plus, how can vendors help their partners adapt to and prosper during those strategic shifts?