I applaud the Channels of the Future Research regarding
What Every Vendor Ought to Know About Killing Their Channel. As has been the rule, it's the channel partners who have owned the relationships with the consumer and those resellers who provided the manufacturer significant value as feet on the street and the personal touch.
Now, a well thought out social media engagement is all about reaching the customer and the dynamics allow a few to have significant reach. Fifty years ago a sales manager had maybe 5 interactions a week. Ten years ago and still today sales people may reach as many as 50 customers a week. In the new world a social media empowered sales person may have 50 quality customer interactions ONE DAY. This allows a manufacturer & their internal teams much more bandwidth and reach -- tentacles direct to the consumer. If you also consider the potential for a manufacturer to engage their engineers, support personnel, customer service, or even R&D department into the blend of online conversations -- that manufacturer again has less need for the channel.
I am, however, of the firm belief that sales channel will ultimately survive from the standpoint of their real value add to a manufacturer. A manufacturer who has no desire to take on such overhead and infrastruture as to manage every field installation and project rollout for example. A 2 tiered distribution channel was a key part of their go to market strategy.
From a practical standpoint then, it only makes sense for the manufacturer's to incorporate their channel from the start of their initiative. As has been proven time and again, manufacturers who do the best job educating their resellers will win in the end. It sounds good then that discussion threads are truly collaborative between the consumer (who is SO much happier with all the attention), the reseller (who is "being of service" & knows the job site), and the manufacturer (who is maintaining his brand reputation & keeping his competitors at bay). Skip snail e-mail and jump to discussion threads is a solid recommendation for any corporation or channel partner. The new social web creates an environment where we all can finally realize the true value of collaboration.