Large investments into startups mean that new technology is emerging fast and integrators have to be very selective when it comes to picking the right vendors to work with . means that making the wrong decision may lead to losing out on opportunities and subsequently , revenue .
Which technologies and innovations can make a difference to the channel market dynamics in the near future ?
As technologies evolve , we will see many
partners expand on their expertise by adapting skills beyond their area of expertise , that is outside of Identity or move into cloud services , which will enable them to offer more scalable and cost-effective solutions in areas where a specialist approach is not required .
AI technology may also enable channel partners to become more efficient in their go-to-market approach by providing better insight and data on which they can base their business decisions on . Adaptability here will be key .
AI technology may also enable channel partners to become more efficient in their go-to-market approach by providing better insights .
How can a channel partner disrupt the regional market and gain a leading competitive position ?
One of the key elements of this is building strong vendor relationships . No matter the technology , the right relationships will get you into the best projects fast .
A strong vendor-partner relationship is the most profitable type of relationship , as it tends to span over several projects and across accounts . Thus , building that foundation of trust in addition to providing the necessary technological expertise will always bring a channel partner ahead of other competitors . People work with and for people .
Which aspects of your job role do you find rewarding and which are challenging ?
A great channel programme is often seen by the increase of percentage in partner generated business , and thus it is quite rewarding for anyone in this role to see the progress in numbers and the impact partners can create on the business .
The challenging part is getting to that point . Finding the right partners , and the right people to work with , building that trust and foundation , getting sales to collaborate with the partners and build those relationships on the field . That is a long-term commitment and it may take up to two years for that to come into fruition . •
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