INDUSTRY VIEW
Technology Exhibition or LEAP. Manually sorting, qualifying and assigning these leads can take weeks or, in many cases, months. During this time, a prospect’ s requirements may change or urgency may fade. With AI-driven enrichment and routing, the right salesperson can be matched with the right lead within days. From a customer’ s perspective, the partner who contacts them the following week has a clear advantage over the one who reaches out months later.
AI is also changing operational tasks such as inventory management. Sorting stock, predicting demand and avoiding ageing inventory can now be automated far more accurately, improving cash flow and reducing waste.
What’ s most exciting is how these AI capabilities are levelling the playing field. A decade ago, breaking into the channel ecosystem was extremely difficult for new entrants. Today, the dynamics have shifted. A small partner focusing on a niche segment can scale far faster, armed with AI tools that amplify capability and capacity. Early adopters will enjoy a significant advantage in 2026.
The new flow of talent with senior leaders returning to the channel
Perhaps the most underappreciated trend heading into 2026 is the movement of senior talent into the channel. Traditionally, career progression flowed in one direction: from channel roles into vendor roles. Today, we are seeing the reverse. Senior executives who have spent years in vendor organisations are increasingly choosing to move into channel businesses instead.
The reasons are both structural and personal. On the structural side, the channel can offer greater influence over customer decisions. In the Middle East, trust is built through relationships, credibility and continuity. These are all areas where partners naturally take centre stage. At the same time, the vendor landscape is undergoing significant consolidation and strategic realignment, prompting many executives to re-evaluate their career progressions.
On a personal level, these leaders bring fresh perspectives, broader experience and new strategic thinking. Their arrival strengthens the credibility of channel organisations, reassuring customers they are working with a true advisor, not simply a reseller. It’ s similar to what happened when Cristiano Ronaldo joined Al Nassr. His presence not only elevated the team but also lifted the entire league’ s visibility and reputation. In the same
way, high-profile moves into the channel create momentum, attract more talent and accelerate capability building.
For customers, the benefits are immediate. Their access to senior technical evangelists shortens dramatically, and partners can expand more confidently, knowing they have the leadership depth to support growth.
Preparing for a defining year
As 2026 approaches, the Middle East channel stands on the edge of one of its most transformative periods. Vendors leaning into channel-only models will strengthen trust and scale. Partners embracing AI internally will outperform competitors in speed, precision and value. And the new flow of talent into the channel will elevate capability across the ecosystem.
These are monumental shifts in the region’ s channel dynamics, and like any true paradigm change, they carry both challenges and opportunities. Organisations that evolve with the change will unlock entirely new avenues of growth, while those clinging to traditional models may find their relevance fading far faster than they expect. •
INTELLIGENT TECH CHANNELS 37