For the past thirty years, technology has increasingly suffused the entire buying process, giving resellers, dealers, and retailers more tools for customer intimacy, but also more challenges to breakthrough increasingly competitive and commoditized markets. There is an entirely new form of 3rd party distribution across every industry. Commonly known as “marketplaces” or e-commerce sites, increasingly these online buying sites are looking more like “Platforms-as-a-Channel” to vendors. Both B2C and B2B buyers are rapidly adopting multi-vendor platforms for access to broad offerings, frictionless buying experiences, easy payment/financial options, and personalized product recommendations. In this guide, we help senior executives understand and strategize a plan for success around this new marketplace model.