RTMs are Diversifying
31%
15%
12%
11%
7%
7%
6%
5%
3%
3%
1%
The technology vendor of the
product
A services or solutions provider
partner of the tech vendor
A cloud service provider (CSP)
An online reseller or direct
market reseller (DMR)
A managed service provider
(MSP)
A traditional retailer - either
online or "brick-and-mortar"…
A telecommunications or cable
communications agent
An online marketplace
Industry-based consulting or
professional firms
Systems integrator (SI) or
regional systems integrator…
Other
69%
of B2B buyers report they
purchased their offering
not directly from the
supplier, but rather from
an indirect RTM such as
a channel partner
Base: 10,450 B2B Buyers
Source: Forrester's Buyers Journey Survey, 2022.
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