Digital transformation and impact on vendor partner programmes

The impact of digital transformation on partner programmes has been dualfold , presenting both positive aspects and challenges . These advancements have necessitated adaptation to meet new requirements and to explore fresh opportunities . Companies must venture into new markets and cater to new customers while reassessing their core strengths .

Digital transformation is an ongoing journey with the role of the channel having changed from technology provider to trusted advisor . Players cannot simply compete

The impact of digital transformation , digital technologies , and digital platforms on vendor partner programmes has been significant . on box-moving and low-margin business , and must rather focus on value addition . Consequently , vendor partner programmes have had to adapt , enabling partners to gain the benefit no matter what their go-tomarket model may be .

Digital technologies have facilitated seamless collaboration between vendors and partners . Cloud-based platforms , for instance , enable real-time communication and knowledge sharing , fostering stronger relationships and driving innovation within the partner ecosystem .

Digital platforms provide partners with access to rich data insights , empowering them to make much better-informed decisions . From automating account mapping to executing targeted marketing campaigns , partners can optimise various aspects of their operations , ultimately contributing to the success of vendor partner programmes .

“ It is crucial to leverage existing strengths in novel ways , develop new competencies , and remain competitive in evolving landscapes ,” says Markus Lai , Manager , Engineering , Training and Portfolio Strategy EMEA , at Axis Communications .

Continuous monitoring and adjustment are critical in the technology-driven landscape . Anticipating shifts in technology and the partner , customer landscape is key given the ever-present disruptive

Markus Lai , Manager , Engineering , Training and Portfolio Strategy EMEA , Axis Communications

With more sophisticated digital tools , we can better scale our partner network and programmes with streamlined services .

technologies and standard evolutions . Vendors should maintain agility by staying abreast of changes , welcoming diverse partnerships in their ecosystem , and catering to evolving needs and experiences .

Gabriela Lomeu Campos , Channel Partner Marketing Manager EMEA , Axis Communications

“ Axis remains true to our channel model , but we adapt as needed to ensure relevance and competitiveness in the dynamic environment ,” says Gabriela Lomeu Campos , Channel Partner Marketing Manager EMEA , at Axis Communications .

“ The impact of digital transformation , digital technologies , and digital platforms on vendor partner programmes has been significant . First , digital transformation has broadened the avenues through which we engage with partners ,” says Jeff Mattan , VP Global Channel Programmes and Operations , BeyondTrust .

Partner Resource Management solutions now offer more than just basic portals ; they incorporate data-driven insights , on-demand

INTELLIGENT TECH CHANNELS 29