ENTERPRISE TECHNOLOGY protection platforms provide a genuine Plan B, allowing organisations to maintain recoverability, portability and jurisdictional control even during platform-level incidents.
What do partners need most from vendors today – and what do they need less of? Partners are actually very clear about what they want. 1. Technology they can trust – something customers genuinely want to buy and that won’ t damage their reputation.
2. Sustainable profitability, not just strong margins in year one, but predictable revenue over the lifetime of the customer. 3. Ease of doing business, it’ s about doing the basics well, consistently and reliably.
What partners want less of is inconsistency. Sudden strategy changes, reactive pivots, or short-term incentive programmes create noise rather than trust. If a partner has invested in enablement, training and customer conversations, and the vendor suddenly changes direction, that investment is undermined.
In a saturated channel market, predictability is a differentiator. Partners value vendors who say what they’ ll do, do what they say, and stick to the plan. Long-term alignment matters far more than end-ofquarter incentives.
What makes the UK channel special, and what challenges and opportunities does it present? The UK channel is one of the most mature and competitive markets in Europe. Partners are commercially savvy and selective about where they invest their time, which makes it a challenging environment for vendors but also a very rewarding one if you get it right.
UK organisations tend to adopt SaaS early and at scale, which amplifies concerns around data loss, resilience and compliance. CIOs and CISOs are under pressure to demonstrate control over increasingly complex SaaS estates, and that creates a strong opportunity for partners who can clearly articulate risk, sovereignty and recoverability.
The challenge is earning trust. UK partners expect consistency, local investment and a clear value proposition. But once that trust is established, momentum can build very quickly.
How would you describe Keepit’ s ongoing channel momentum? Keepit’ s growth is the result of a very deliberate strategy. We operate a 100 % channel model and remain selective about who we work with. Our focus is on long-term alignment, not rapid scale for its own sake.
Historically, we built strong traction with boutique and regional partners, particularly in the SMB and commercial space. What we’ re seeing now is a surge in interest from larger, enterprise-focused partners and MSPs, often driven by direct customer demand around data sovereignty and hyperscaler independence.
We’ ve invested heavily in sales and channel teams across the UK and Ireland, and that local presence is making a real difference. By staying focused on SaaSonly data protection, predictable partner economics and operational simplicity, we’ re building sustainable momentum rather than short-term spikes.
As SaaS adoption accelerates and regulatory scrutiny increases, partners will play an even more critical role. Our goal is to be the most partner-friendly vendor in the market by delivering consistency, independence and real value over the long term. •
INTELLIGENT TECH CHANNELS 17