Manufacturers rely on channel partners to deliver products and know-how to customers and help them control costs and risks. But after a decade of quick, impressive returns from channel investments, manufacturers today are getting less and less impact from the time, effort and money they spend on channel programs. More than just an economic downturn, they are facing a revolution in their channel partners' business models. The channel has quietly reorganized in response to fundamental changes in the way end-users act when purchasing and implementing solutions. But most manufacturers–one step removed from end-user behaviors–have not adapted. The result is that their expensive channel investments, appropriate and productive just a few years ago, are going to the wrong partners or programs.