How Partner Programs Are Changing Alongside Channel Disruption

One-size-fits-all? Not in 2022.

Christine Horton, Contributing Editor

March 4, 2022

15 Slides

The channel ecosystem is evolving rapidly – and vendors have been forced to adapt their partner programs in response.

Vendors now face growing complexity when they’re designing their channel programs. They must navigate the move to cloud and SaaS and the emergence of new service-based business models. They must also accommodate an increasing number of partner personas populating the channel. One of the biggest mistakes, therefore, is to treat all partners the same – there is no ‘one size fits all’.

But it’s not just being able to differentiate between partners. For some vendors, it’s out with traditional tiering and in with specialisations. For others its a focus on the partner experience (PX) and ensuring a frictionless experience for partners.

In the slideshow above, channel execs weigh in on what is happening in the channel and how they see partner programs evolving.

Want to contact the author directly about this story? Have ideas for a follow-up article? Email Christine Horton or connect with her on LinkedIn.


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About the Author(s)

Christine Horton

Contributing Editor, Channel Futures

Christine Horton writes about all kinds of technology from a business perspective. Specializing in the IT sales channel, she is a former editor and now regular contributor to leading channel and business publications. She has a particular focus on EMEA for Channel Futures.

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