FEATURE PARTNERSHIP PROGRAMMES

hannel partnerships have always been central to the technology industry, but today they carry more weight than ever before. Yet despite this, many partnership decisions are still made based on surface-level factors: headline margins, brand recognition or short-term incentives.

While understandable, this approach often leads to disappointment. Partners can find themselves locked into programmes that look attractive on paper but fail to deliver sustainable growth, clear differentiation or meaningful support.

At the same time, vendor programmes are becoming more complex, reflecting a wider ecosystem that spans cloud, cybersecurity, AI and managed services. For prospective partners, choosing where to commit time, talent and investment has become a strategic decision rather than a transactional one.

The question then remains: What are the key qualities that technology partners should consider when assessing partnership programmes?

Strategic Alignment

The most successful channel partnerships are built on shared direction. Strategic alignment between vendor and partner sets the foundation for everything that follows, from sales plans to skills development.

Prospective partners should start by asking whether a vendor’ s growth strategy aligns with their own business model and target market. A programme aimed primarily at large enterprises may not suit a partner focused on SMEs, just as a services-led MSP may struggle with a vendor heavily focused on one-off product sales.

Clarity around a vendor’ s roadmap is equally important. Partners need confidence not only in where the vendor is today, but in where it is investing for the future. A partnership should feel like stepping onto a clear path, not a moving target that frequently shifts direction without explanation.

Commercial Model

Commercial terms are often the first area partners examine, and rightly so, but they should be assessed with a longer lens than headline numbers alone.

Sustainable partner programmes are built around predictable revenue. Prospective partners should look closely at how margins are structured over time, particularly in recurring or subscriptionbased models. A healthy programme allows partners to plan, invest and grow without constant pressure to chase one-off deals or compete purely on price.

Incentives such as rebates or growth bonuses can be valuable, but only if they are realistic to achieve. Complex targets or opaque rules can undermine trust rather than motivate performance. Similarly, deal

As channel ecosystems grow more complex and competitive, choosing the right partner programme has become a strategic decision. Intelligent Global Media’ s Ben Leitch examines how today’ s technology partners must assess alignment, support and long-term value to build relationships that deliver sustainable growth for both sides.

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