Canalys Channel Leadership Matrix Names AWS, Cisco, HP Among 'Champions'
The Matrix also ranks contender, scaler and foundation vendors.
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Canalys said AWS has taken "significant" steps over the last 18 months to enhance its partner experience, simplify processes and improve profitability for partners delivering AWS solutions across a range of business models.
Cisco reinforced its partner-led strategy, and channel sentiment improved as supply issues lessened, Canalys said. Last year, Cisco made a series of global leadership and operational changes, along with simplified engagement, platform expansion and channel investments.
Dell Technologies is shifting toward a partner-led model, for infrastructure products and services, while cutting direct sales resources, according to Canalys. In August, Dell unveiled Partner First for storage, with Dell sales staff now paid more for channel sales than direct deals.
Nearly 90% of HP's sales are now through partners, according to Canalys. It has integrated all HP solutions and services into one global platform through the "Amplify for All" initiative, simplifying processes and providing easier resource access to the channel.
HPE strengthened its channel engagement in 2023, according to Canalys. Its Aruba edge networking business has been a success, and its $14 billion acquisition of Juniper Networks will further strengthen its channel proposition.
Lenovo is one of the most channel-centric infrastructure and PC vendors, Canalys said. Over 90% of its sales are through the channel. Lenovo is focused on driving new opportunities through services and solutions.
Over the past year, Palo Alto Networks has made significant changes to its NextWave program to enhance growth opportunities for partners, according to Canalys. It introduced a new framework supporting five different partner models.
Trend Micro’s platform and channel-first approach continue to allow its partners to capitalize on growth opportunities, Canalys said. Profitability is a major focus and it continues to engage partners in the cloud marketplace model.
Contenders in the Leadership Matrix are Check Point Software Technologies, Fortinet, Hitachi Vantara, Juniper Networks, Nutanix and Schneider Electric.
Scalers are CrowdStrike, Google Cloud, IBM, Microsoft, NetApp, Oracle and Pure Storage.
Foundations in the Matrix are Acer, Apple, F5, Trellix and VMware.
Eight vendors achieved Champion status in the APAC Leadership Matrix: AWS, Check Point, Cisco, HP, Lenovo, NetApp, Palo Alto Networks and Trend Micro.
Nine vendors achieved Champion status in the EMEA, including AWS, Cisco, Dell, Juniper Networks, Lenovo, Nutanix, Palo Alto Networks, Schneider Electric and Trend Micro.
“We break the reports into regions to reflect the fact that managing a channel in EMEA can be very different to North America, and the matrices show variations by some vendors in regional performance,” said Alastair Edwards, chief analyst with Canalys. “On the whole, however, more vendors are adopting global partner strategies with regional flexibility, so where vendors are placed differently in the different regions this is usually due to regional execution. It’s notable that six of the Champions are the same in both regions (EMEA and North America). As many channel partners (even smaller players) establish multinational presence, global consistency from vendors – in programs, engagement, etc. - becomes important. On the other hand, this fails when vendors develop strategies centrally (often out of the United States) without understanding regional complexities in other parts of the globe.”
Eight vendors achieved Champion status in the APAC Leadership Matrix: AWS, Check Point, Cisco, HP, Lenovo, NetApp, Palo Alto Networks and Trend Micro.
Nine vendors achieved Champion status in the EMEA, including AWS, Cisco, Dell, Juniper Networks, Lenovo, Nutanix, Palo Alto Networks, Schneider Electric and Trend Micro.
“We break the reports into regions to reflect the fact that managing a channel in EMEA can be very different to North America, and the matrices show variations by some vendors in regional performance,” said Alastair Edwards, chief analyst with Canalys. “On the whole, however, more vendors are adopting global partner strategies with regional flexibility, so where vendors are placed differently in the different regions this is usually due to regional execution. It’s notable that six of the Champions are the same in both regions (EMEA and North America). As many channel partners (even smaller players) establish multinational presence, global consistency from vendors – in programs, engagement, etc. - becomes important. On the other hand, this fails when vendors develop strategies centrally (often out of the United States) without understanding regional complexities in other parts of the globe.”
Amazon Web Services (AWS), Cisco and Palo Alto Networks are among eight vendors that have achieved "Champion" status in the inaugural 2024 Canalys North America Titans Channel Leadership Matrix.
The full Channel Leadership Matrices for North America, APAC and EMEA are available here.
The Canalys North America Titans Channel Leadership Matrix considers the channel performance of vendors with at least $12 billion in global sales, with over 25% delivered through partners, or between $2 billion and $12 billion in global sales, with over 50% delivered through partners. The Matrix assesses both current channel management performance in North America and expected future momentum with partners.
Champions demonstrate the highest levels of excellence compared with their industry peers, as rated by a senior panel of Canalys analysts, and drawing on channel partner feedback in the Canalys Vendor Benchmark. This year’s Matrix also places a greater emphasis on vendors’ sustainability strategies and execution with partners.
Alex Smith, vice president of channels at Canalys, said there are a lot of vendors that are contributing to the global partner economy.
![Canalys' Alex Smith Canalys' Alex Smith](https://eu-images.contentstack.com/v3/assets/blt10e444bce2d36aa8/blt93c5a0da36edc6bf/65d7b8629d92ea040aedba37/Smith_Alex_Canalys_2024.jpg?width=700&auto=webp&quality=80&disable=upscale)
Canalys' Alex Smith
“The Leadership Matrix highlights a small number of companies that are driving big portions of this economy across a wide range of technologies,” he said. “While these are the companies that many partners build their businesses off of, there is another layer of technology companies across the industry that are also vying for their partnerships. Secondly, this is a reminder that technology companies need to compete at three layers – the technology layer, the customer mindshare layer and the partner mindshare layer. Vendors that succeed in all three have the best chance of winning in the market.”
The channel ecosystem accounts for 73% of total IT business globally, growing year over year, according to Canalys. Vendor success increasingly is dependent on the ability to support a complex partner ecosystem, which reflects rapidly evolving routes to market, the adoption of new delivery and consumption models, and the need to support partners across technology life cycles. This requires partner programs that reflect the broadening span of the partner model, supporting partner profitability in the face of macroeconomic challenges, and investments in enablement to ensure partners have the skills to meet new customer demands.
Leadership Matrix Qualifications
Champions demonstrate some consistent characteristics, including positive partner sentiment, a commitment to improving ease of doing business, a willingness to boost growth opportunities and increase profitability for partners, and a commitment to growing the share of revenue generated through and with the channel, Canalys said. Champions are thought and innovation leaders in the channel.
Other vendors are classified as Contenders (high leadership ratings in the areas assessed, but either yet to capitalize fully on channel opportunities, or have been outpaced by competitors or peers), Scalers (improvements in channel management and performance, but yet to achieve the highest levels of consistency in channel excellence) or Foundation vendors, which have the lowest ratings and have also suffered a deterioration in partner sentiment over the last 12 months.
“Some vendors may have had a down year from an execution standpoint, but have made the necessary changes that are starting to or will bear fruit in the future,” said Rodney Hur, Canalys research analyst. “Others are in the opposite position. What’s important to note is that vendors need to continue to invest in programs, relationships and people to stay at the forefront of partner minds because there is always another company out there looking to get more mindshare from this shared ecosystem."
![Canalys' Rodney Hur Canalys' Rodney Hur](https://eu-images.contentstack.com/v3/assets/blt10e444bce2d36aa8/blt84a8800c0c4a8fab/65d7bcd3133c89040ac4d38f/Hur_Rodney_Canalys_2024.jpg?width=700&auto=webp&quality=80&disable=upscale)
Canalys' Rodney Hur
Scroll through our slideshow above to see who achieved Champion status in the Canalys North America Titans Channel Leadership Matrix and more.
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