By the end of this year, IT spend is projected to reach $4.94 trillion, a 6.2% increase on last year—with channel partners responsible for driving over 73% of that growth.
Still, many tech vendors and solution providers have yet to establish a winning partner strategy. This was the context for our recent roundtable discussion, as part of Partner Week.
We brought together seasoned leaders across tech, marketing and strategy to dig into the challenges and opportunities that will shape the partner channel space in 2025. The discussion felt like a wake-up call, a rallying cry and a brainstorm, all rolled into one, and I hope you’ll find inspiration in the key takeaways.
A huge thank you to our guests; Leslie Gipple, Samta Bansal, Tony Watkins, Jenny Austin and Alastair Hussain.
A Shift from Transactions to Relationships
The channel landscape is moving beyond the transactional. It’s no longer just about closing the deal; it’s about creating lasting, value-driven partnerships. We perhaps need to think of partners less as cogs in the sales machine and more as co-creators in the ecosystem.
This isn’t simple. Balancing short-term revenue goals with long-term relational investments is only going to get tougher. But those who do succeed will thrive in a space where loyalty and collaboration are increasingly critical.
The Expanding Role of AI
There was *a lot* of AI. Because of course AI. Promising as always to revolutionise how we engage and enable partners, from generating hyper-personalised marketing content to streamlining onboarding processes, the tech on everyone’s tongue offers an array of tools to empower resource-constrained partners. Imagine AI-powered playbooks that guide partners through successful strategies, or custom collateral that feels tailor-made with minimal effort.
But – and this is a huge but – adoption requires both technical investment and a cultural shift. Partners must feel that these tools add value, not complexity.
It’s Complex. It’s a Balancing Act
As businesses increasingly rely on complex, layered partner models, the ability to orchestrate these ecosystems becomes a critical differentiator. Partners aren’t just delivering solutions; they’re enabling innovation, improving customer experience and driving the “last mile of customer delivery”.
We also talked about the balancing act this creates. More partners? More potential for channel conflict. This requires careful management – investing in clarity, transparency and mechanisms to resolve friction effectively.
Upskilling and Certifications: The Must-Haves
One of the most actionable insights came from a focus on skills. To truly thrive, partners need the right tools and knowledge. Certifications and upskilling programs are no longer optional – they’re a critical non-negotiable for ensuring partners can handle the complexities of modern (and quickly evolving) channel solutions, especially among the big three cloud providers.
Partners are keen to highlight their strengths, but they also want guidance on where to focus. Supporting them in this process doesn’t just help them succeed; it makes the entire ecosystem stronger.
The Value of Partner Advisory Boards
The roundtable was also careful to highlight the importance of something easily overlooked: listening. Partner advisory boards are proving their worth as invaluable tools for gathering direct, honest feedback. They bring partners into the decision-making process and help vendors shape programs that genuinely meet their needs.
This isn’t just good practice; it’s good business. Partners who feel heard are more engaged, more loyal and more likely to advocate for you.
Challenges Ahead and the Path Forward
No discussion here would be complete without acknowledging the obstacles. Rigid systems, entrenched habits and the sheer complexity of ecosystems pose significant hurdles. Even jealousy between partners and account teams was noted. There’s also the challenge of finding the right balance between in-market support and broader partner recruitment efforts. But optimism prevailed: “The groundswell of positivity in the partner space might just lead to the most innovative period we’ve seen yet.”
So, where do we go from here? To recap:
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Reframe models to reward ecosystem growth, not just sales.
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Invest in tools and training that make success scalable.
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Embrace AI, ensuring it complements, not complicates.
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Double down on listening to partners through advisory boards.
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Manage channel conflict with clarity and transparency.
The future of partner marketing is as exciting as it is daunting. With the right strategies, it will also be transformative.
This week is Partner Week at The Marketing Practice, you can still sign up for sessions and watch them on-demand here.
