FeatureThe changes in IT landscape dominated the focus of many companies and institutions. To be able to cope with all the developments, organisations must become increasingly dynamic. These changes include the growing acceptance of hybrid and multi-cloud environments, address the evolving cyber threat landscape and the ever-growing importance of data. These developments will also affect the channel landscape in 2022 and beyond.
An inevitable effect of the shift to the cloud is that channel partners must implement different business models. Of course, it remains important to spot and close opportunities. But the shift to the cloud means a shift to subscription models. By constantly monitoring the use of the implemented systems, you as a partner are able to identify where new tools can offer added value, or where existing tools can be used more effectively.
Future of channel sales is a constant interplay of monitoring and advising
The shift to the cloud is not only changing the way partners address the market. The buying behaviour of users is also changing. When they start thinking in the language of multicloud, it is more and more about ecosystems: who does what in my environments? Which possible blocks do I build my systems with?
An inevitable effect of the shift to the cloud is that channel partners must implement different business models
Marketplaces will become more important and will finally drive away the product catalogue. Not only vendor marketplaces, but also partner marketplaces. These marketplaces revolve around the expertise and niche of the channel partner and how well they can meet customer demand with their selection of solutions.
In-depth knowledge of customers’ business operations is becoming essential because the future of channel sales is a constant interplay of monitoring and advising. This means channel partners must immerse themselves much more in their customers.
By constantly monitoring the use of the implemented systems, you as a partner are able to identify where new tools can offer added value
To remain future-proof, partners and vendors must work closely together to support customers in their challenges. Long-term cooperation is becoming the norm, in which the added value of solutions must be continuously proven, and active use is becoming the measure of success in channel sales
Partner marketplaces revolve around expertise and niche of the channel partner and how well they meet customer demand with their selection of solutions.
