FEATURE CHANNEL PARTNERS
“ The top performing partners champion and mentor others in their teams so their skills and experience can be passed on.”
Adapting to a changing market Not every challenge facing partners is technological. Some are economic.
Gal Naor, CEO of StorONE, believes AI is fundamentally changing infrastructure economics by driving sustained demand for high-performance storage.
Rather than waiting for supply constraints to ease, he argued that successful partners will adapt their value propositions.
“ The partners that will outperform the market won’ t be the ones waiting for hardware availability to improve. They’ ll be the ones who change the conversation with customers.”
Instead of encouraging additional infrastructure purchases, Naor believes partners should focus on helping organisations extract greater value from existing investments.
“ The future belongs to partners who create business outcomes regardless of supply constraints.”
The future belongs to advisers, not resellers Although each contributor approached the question from a different perspective, a consistent picture emerged of what tomorrow’ s top-performing channel partner will look like.
Resale alone is no longer enough. Customers increasingly expect partners to combine technical expertise with business understanding, continuous services, AI governance, measurable outcomes and long-term strategic guidance. They are looking for specialists who can simplify complexity, provide ongoing assurance and help navigate rapid technological change.
For partners, that means investing in people as much as technology, strengthening collaboration with vendors and developing repeatable services that continue long after the initial sale.
The channel has always evolved alongside technology. This time, however, the biggest transformation is not what partners sell, but the role customers expect them to play. Those that successfully make the transition from product supplier to trusted adviser will be the ones best placed to shape the next decade of channel growth. •
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