FEATURE CHANNEL PARTNERS
pPredictable profitability For all the noise around AI, cloud and innovations, profitability remains the central concern for partners. But the way partners will define profitability in 2026 is evolving. Margins alone no longer tell the whole story. Partners want predictability – a clear understanding of the revenue they can earn, how incentives stack and what conditions apply. Too many programmes still hide margin traps behind elaborate tiering structures and opaque rebate thresholds. Partners increasingly view this as a tax on their time rather than an investment in growth. In 2026, partners expect:
• Simple compensation models with transparent rebates
• Fewer hoops to jump through when it comes to eligibility
• Deal protection that is honoured and enforced
• Faster payment cycles, especially for Market Development Funds( MDF) and services rebates
• Recurring revenue opportunities that match their own business models
Managed service providers, in particular, are asking vendors to align more closely with the subscription-driven economics they rely on. One common complaint is that some vendors still offer incentives optimised for one-off product transactions rather than ongoing lifecycle engagements.
Partners also want MDF to be easier to claim and use. Many vendors have introduced digital tools to streamline the process, but partners argue that the true barrier is not the paperwork, it’ s the misalignment between MDF criteria and real-world marketing realities. They want MDF that funds activities proven to generate leads, not just those that look good on a quarterly report.
AI enablement
Artificial Intelligence is now the backbone of solution delivery. Partners are under immense pressure to develop AI-ready services, support customers with responsible AI adoption and differentiate themselves in an increasingly automated landscape. They cannot do this alone.
In 2026, partners expect vendors to provide AI-driven enablement, not simply product training. This includes:
• Intelligent tools for forecasting, quoting and managing the customer lifecycle
• Pre-built AI models and solution templates for vertical markets
• Sandboxes and lab environments where partners can experiment safely
• Guidance on AI governance, ethics and compliance frameworks
• Automated co-selling insights, driven by AI analysis of pipeline and customer behaviour
Partners need more than theoretical knowledge. They need vendors to show them how AI can enhance their service practices, reduce operational costs and open new revenue lines.
Another emerging expectation is AIpowered support. Instead of waiting for a human response, partners in 2026 will expect instant access to troubleshooting
By 2026, the technology channel looks very different from the one vendors and partners operated in even a few years ago. The challenge now is that many vendors still cling to programmes and behaviours that no longer match what partners actually need to succeed. So, what do channel partners really want from vendors in 2026? Intelligent Global Media’ s Ben Leitch investigates.
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