CRN is pleased to launch question three in our ongoing Channel Debate.

The channel as we all know, is a complex layered structure with three main components – vendor, distributor, reseller.

But do they all want the same thing? Are the lines starting to blur? And if consolidation continues at the pace it is in the channel – will all those layers be necessary?

It has often been said that vendors are fickle when it comes to the channel and if a deal can be done directly, then they will go ahead and take the business themselves, regardless of their partners.

But many vendors are pumping a lot of money into their indirect partner strategies, and are getting even closer to the channel – so they must share the same goals. Or do they?

Distributors - sandwiched in the middle - rely on both vendors and resellers to work with them, but even some of them are either opting for a hybrid distributor/reseller model, or in some cases are looking to work directly with customers.

Similarly resellers are getting more into collaboration with each other - both in terms of buying from larger players in the market and working together to win deals. Many of them are not keen on working with distributors at all, preferring to deal directly with the vendors.

So do they all want different things? Or are they ultimately chasing the same goals? Do you think the dymanics of the relationships will continue to change?

How can all three layers work together and remain profitable? How can harmony be maintained in the channel?

Please scroll down to the bottom of this story and let us know your thoughts.

All views are welcome. Don’t forget to vote in the poll as well.