Cyber Threats
Why change is the only constant in today’s channel ecosystem
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We all know that the pandemic super-charged corporate digital adoption. In some cases, it’s said to have pushed companies over a technology tipping point that will leave entire industries forever changed. Some claim this same digital acceleration has led to a similarly rapid evolution in the IT partner ecosystem.
In reality, this was happening anyway. But whatever the cause, the result is that transparency between vendor and partner has become an even more important predictor of success.
The race for skills
Even before COVID-19 struck, channel partners knew change was coming. This led them to either develop new competencies and skills in-house, or bring them into the fold by acquiring companies. The emergence of new cloud marketplaces and consumption models cemented the trend. Those who failed to move with the times and embrace what is now normal were left behind. Today those partner companies that are thriving are the ones which offer strong technical support, cutting-edge platform-based security solutions and digital procurement options.
At the same time, there is both change and continuity in the relationship between partner manager and vendor business development. Yes, it’s still a relationship-based business. But the era of sales call-out days and brightly coloured balloons on point technologies is long gone. Innovation and technical competency is a given for partners and transparency and ease-of-doing business are most important these days.
A true partnership
While partners have been acquiring new skills and embracing digital channels, they’ve also become more selective. Over the past 12 months, we’ve seen more rigorous testing and trialling of vendors, with clear documented guidelines for selection. That can only be a good thing if it makes for a more trusted partnership and closely aligned technology stack.
Once the hard part is out of the way, both partner and vendor are arguably less pressured to build their working relationship.
With innovative platform players leading the charge, business is booming. And as the market experienced a period of intense change and volatility over the past year, transparency remains key. Being upfront with each other goes a long way. The utopia is we win and lose together.