The digital age (furthered by the pandemic) ushered in a new model where a customer defines their own buying journey. This journey is typically non-linear and heavily reliant on digital interactions. Since the internet allows a customer to find information about products, pricing, reviews, and expected costs themselves, the value channel partners provide has shifted. Instead of primarily offering product knowledge, partners are implementing, integrating and operating technology solutions. These shifts in the buyer journey have changed the characteristics of the channel and their activities with customers.