It's too bad Microsoft's term, value-added provider, has not caught on as the umbrella description covering both reselling and non-reselling channel partners, such as consultants.

But the term, VAP, hasn’t gone anywhere outside Microsoft, and I’m not quite sure it fits another growing part of the channel. So I want to drum up support for a new concept which I call channel-assisted sales. Maybe this is just a fancy term to cover recommender and referral programs. But I think it’s necessary to cover a kind of partner that has emerged over the last few years.

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