Zhanna Boguslavska , Global Channel and Alliances Marketing Leader , SolarWinds

Channel partnerships with Yahoo and AOL were what initially helped Google blossom from an unknown technology company with a niche area of expertise into a multi trillion-dollar global technology leader and twenty-five years later , channel partners are no less valuable explains Zhanna Boguslavska at SolarWinds .

Yet , the industry ’ s approach to channel partnerships has been stuck on pause .

Channel partnerships with Yahoo and AOL were what initially helped Google blossom from an unknown technology company with a niche area of expertise into a multi trilliondollar global technology leader .

Twenty-five years later , channel partners are no less valuable – but the entire landscape around them has been reshaped .

The proliferation of AI and cloud-based SaaS offerings has upended the enterprise technology status quo just as dramatically as streaming steamrolled Blockbuster a decade ago . Resellers , affiliate partners , distributors , and value-added providers are facing the same challenges and complications as software developers .

Cloud-native SaaS and subscription models are not merely changing how customers work – they are changing what , where , and how customers buy the tools they need .

As sustainable growth becomes more important for enterprises , and resources become more constrained channel partners are invaluable assets that can inform your strategy , strengthen your competitive edge , and reduce the risks of expanding into new markets . Committing to a robust , mutually beneficial channel partnership programme in 2024 can help your organisation adapt to today ’ s complex conditions – and thrive and scale more effectively within them .

Much like everyone who is on their 100th rewatch of The Office or anyone who binged Tiger King in quarantine , if you are not already taking full advantage of your

Navigating channel partnerships is a lot like channel surfing , and with a few minor adjustments , you can easily find the best programme for your organisation ’ s current needs . partner network , it is time to modernise your approach to change the channel .

Navigating channel partnerships is a lot like channel surfing . With a few minor adjustments , you can easily find the best programme for your organisation ’ s current needs , culture , growth rate , or goals . By tuning into the different benefits of the channel ,

here is how you can take full advantage of all your partners have to offer , and offer them greater value in return in 2024 .

Build a strong , loyal network

Some organisations are hesitant to allocate a budget toward setting up channel partnerships – but doing so is actually a strategic investment in sustained , scalable growth . According to an impact study by Forrester , the typical composite organisation using a robust channel partner programme was able to achieve a 296 % return on investment over three years – leading to an average of $ 2.4MM in net value in the same timeframe .

By giving your channel partners more incentive to invest in your brand ’ s success – through marketing support or the ability to sell across your entire portfolio – you are directly nurturing your relationship with them and , by extension , the customers in their market .

For instance , SolarWinds recently announced enhancements to our Transform Partner Programme last year to better support our technology partners and MSPs

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