IDC Channel 2021 - Nordic | Benelux | IDC Financial Insights | 6 May 2021 | Digital Forum

Leading the Partnering Ecosystem Transformation

The IT channel has undergone a huge transformation in the past decade. The emergence of the “as-a-service” model has had a profound impact on how the industry is structured. Many partners have found that the transformation from reseller of hardware and packaged software to specialist provider of cloud solutions and associated services is not without its challenges. The move has been felt in every corner of the channel, from partners and distributors to vendors and beyond. This theme of channel transformation is set to accelerate. Digital transformation has become more pervasive as customers react to the COVID-19 impact on their business and start looking for new capabilities from their IT solution providers.

Although for the most part vendors appreciate and value the channel’s role in their go-to-market strategy, many find it difficult to identify and prioritize the partners to nurture for future sustainability. Traditional partners may be large, established, and generators of high revenue now — but are they willing (or able), to make the move to the as-a-service world?

New and emerging partners tick the boxes in terms of business models and transformational outlook, but do they have the breadth and experience to reach the right kind of customers to sustain a vendor’s indirect business? This is one major challenge that vendors face against the backdrop of this major shift, and one that is top of mind for vendor channel executives.