The goal is to reduce friction, remove the guesswork, and ensure partners are always equipped to meet growing customer demand, says Confluent’ s Fred Crehan. The key is listening, understanding where partners are struggling, especially when it comes to building scalable offerings, and then evolving the programme to address those gaps.

Use cases change quickly, and without fresh software bundles, updated certifications, and access to sales and marketing tools, partners risk falling behind, says Crehan.

Programmes cannot be static when the market is constantly shifting. Incentives, reetings to the global readers of Intelligent training content and engagement models Tech Channels. need to be revisited regularly to stay Vendor partner programmes are the aligned with partner needs and customer frameworks of engagement between expectations. As hybrid cloud and AI channel partners and technology vendors, adoption accelerate, updates are essential to OEMs, and ISVs. As vendor partners innovate help partners stay relevant and competitive. their platforms, solutions and products,

When updates are made, the goal is successful go to market campaigns of these always to reduce complexity, increase innovations are dependent on dynamic and partner agility and ensure the programme agile partner programmes also reflecting continues to support long-term, scalable these changes. growth, says NetApp’ s Thomas Kaiser.

Channel chiefs in vendor partner entities, In this month’ s cover feature we present which own these partner programmes, Saudi based Gulf Business Solutions, which are therefore under stress to refresh these is part of the Ghobash Group enterprise.

Cloud migration and cloud management are currently the primary revenue drivers, accounting for around 50 % of total revenue. Primary partners include Huawei Cloud, Oracle, Google Cloud, and Alibaba Cloud for infrastructure and platform services.

Turn these pages to read more about the opportunities and challenges for channel partners in global and regional markets. In this month’ s Editor’ s Question, executives from ServiceNow, Cumulocity, NetApp, share their answers on how channel partners can maximise their gains from vendor partner programmes. Enterprises are under increasing pressure to ensure their teams have the right skills and qualifications to advise, engineer, and deploy these solutions effectively. With the demand for advance skills growing, training and certifications have become critical to help businesses stay competitive.

Wishing you the best of business partnerships in the month ahead.

Arun Shankar Managing Editor arun @ lynchpinmedia. com

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