Partner programs reborn

Program evolution is vital to partner engagement

The increasing diversity of the partner ecosystem is creating new challenges for vendor partner program leaders to address. The shift away from the traditional metallic program tiers toward points-based systems (especially with software vendors), recognizing certification, specializations and competencies continues unabated and simply transacting the largest amounts of revenue does not always demonstrate the influence a partner brings to the vendor.

Vendor programs are moving to become more global and support the increasing numbers of sales motions and partner types. These umbrella programs often now house everyone from GSIs to the smallest resellers. Programs need to adapt to recognize the value partners bring throughout the customer lifecycle, with vendors recognizing and rewarding how partners advise, transact, manage and renew their customer engagements.

Automation of programs and the role dashboards play is becoming increasingly important to the partner experience. AI is also affecting partner training and certification requirements, with vendors expanding their requirements to help accelerate the shift toward AI skills.

Recent Canalys quick poll data shows that while compelling rebates and incentives are still relevant, the ease of onboarding to a program is most important.

During our partner program sessions, we will discuss the following issues:

• How important are vendor partner programs to partner organizations?
• How do partners select which vendors to place the greatest focus on? How frequently do partners review their vendor portfolios?
• Do partners have a list of expectations and requirements they expect a vendor to meet to qualify as one of their strategic partners? How do partners manage this? Is it across the entire vendor portfolio, or by business model or products? How does that affect how partners agree on MDF with their vendors?
• There are many different sales motions for partners. How are vendors evolving their programs beyond transactional resell? How are they recognizing partners that play an advisory role?
• With the shift to as-a-service and ARR, how do vendors recognize the role the partner plays in the entire customer lifecycle? How does this affect vendor MDF or co-marketing programs?
• How will AI support partners and vendors in partner program execution? What are the challenges and opportunities?
• How will vendors and partners handle cloud marketplaces and what does that mean for co-selling?

Partner programs are vital to technology vendors as they help streamline relationships. The partner program frameworks establish clear guidelines that support vendors and partners to collectively drive business outcomes. As complexity grows and the automation of programs increases, vendors will need to ensure that their programs continue to foster effective communication and support as well as continue to build long-term, mutually beneficial relationships that drive growth and ongoing innovation.

We will be discussing the various approaches to realizing value beyond resell within the channel at the Canalys Forums 2024. These events will feature leading channel-focused vendors, their partners and the industry-leading Canalys team. Be sure to register to ensure you can be among them.

If you are a channel partner keen to learn about the opportunities in AI, evolving partner programs, marketplaces, hybrid cloud, cybersecurity and more, we encourage you to register for the Canalys Forums 2024. These events will give partners the opportunity to learn more about the latest trends in AI and address how they can swiftly adapt to meet the changing needs of their customers alongside top distributors and channel-committed vendors.

EMEA: 8-10 October, Berlin, Germany
NORTH AMERICA: 22-24 October, Miami, Florida
APAC: 3-5 December, Bali, Indonesia