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#JayMcBain, lead analyst at Forrester coined the term #ShadowChannel in homage to a trend last decade called shadow IT or rogue IT. You brought your own devices to work and IT Directors had heart attacks. Well, the shadow channel simply refers to non-traditional partners who are becoming a powerful force in the technology market - professional services like accountants, SaaS ecosystem partners like media agencies, born-in-the-cloud, start-ups, systems integrators moving down into the mid- and small business market. It includes, Marketplaces, App Exchanges, the sale of IoT (Internet Of Things), hardware, software, Plug and Play Services  Why would you care? This shadow channel is experiencing explosive growth - #Salesforce is closing down its reseller channel and recruiting 250,000 new non-transacting partners over the next 4 years to exploit the $4.14 downstream revenue for every $1 Salesforce generates. Forrester is forecasting that ISVs (independent software vendors) will grow their tech alliance partnershi