PARTNERS ’ PERSPECTIVE
Juha Harkonen , VP Commercial Partners , Sage and amplify subscription services through
robust customer success functions . Embracing the cloud model requires a shift towards recurring revenue streams and a focus on long-term customer relationships .
Supporting all these trends , customer support plays an elevated role in maximising value for customers , driving loyalty , adoption , and consumption . By enhancing customer support services , channel companies can ensure clients fully utilise the solutions provided , leading to higher satisfaction and loyalty .
Hyper-verticalisation presents a key opportunity . Rising customer expectations have increased the value placed on vertical
Resellers need to leverage partner advisory councils , innovation laboratories , hackathons , conferences , and other collaborative forums .
Channel partners seeking flexibility in vendor relationships expertise . The ability to architect and configure bespoke , composable solutions is critical for differentiation and unlocking higher value with customers . Channel companies should specialise in specific industries or sectors to provide tailored solutions that meet unique customer needs .
With this specialisation comes a hyper-focus on hero solutions . We will see publishers and resellers innovate around hybrid go-to-market strategies to speed time to value . Resellers that try to be everything to everyone risk becoming nothing to anyone .
Therefore , focusing on core strengths and signature offerings will be essential . By specialising and partnering strategically , channel companies can position themselves to capitalise effectively on these opportunities , driving growth and meeting the evolving demands of the market .
As we approach 2025 , the channel landscape is being reshaped by several pivotal trends . Firstly , industry consolidation continues at a rapid pace . In our own ecosystem , numerous partners have taken majority stakes in others or acquired them outright . This consolidation is altering competitive dynamics , and channel companies should consider strategic mergers or collaborations to strengthen their market position and broaden their capabilities .
While joining large global vendor ecosystems was once appealing , many partners now prefer to be a significant player in a smaller network .
Secondly , partners are seeking greater flexibility in their vendor relationships . While joining large global vendor ecosystems was once appealing , many partners now prefer to be a significant player in a smaller network .
This shift allows for more meaningful relationships , increased flexibility , joint investments , and a deeper understanding of each other ’ s business models . Channel companies should cultivate closer , more collaborative partnerships with vendors that align closely with their strategic objectives .
Thirdly , customer expectations around AI are driving increased demand for practical applications that businesses often struggle to implement due to a growing skills gap . This scenario creates a significant need for services and solutions from partners . Channel companies should invest in developing AI expertise and services to meet this demand , helping customers leverage AI technologies effectively while bridging the skills shortage .
Additionally , partners are transitioning towards a more advisory role . As
Sippora Veen , VP Global Partner Marketing , Sage
INTELLIGENT TECH CHANNELS 25