For years, the IT channel consisted of value-added resellers and systems integrators that racked servers, connected brand offices, and made sure everyone had a working PC.

As the industry moves to the cloud, the channel must follow. Many channel businesses are re-making themselves as manager service providers (MSPs), but the service provider business is a far cry from the days of old.

In this episode, we talk to Howard Cohen, a 35-year veteran of the IT channel, about where channel businesses can get started with their marketing efforts, how they can differentiate in a crowded market, and how to identify their areas of specialization.