Key Trends In Channel Program Development

Key Trends In Channel Program Development

Canalys estimates there are 35,000 vendors in the tech/telco industry using the following criteria:

  1. An established, generally available partner program.
  2. At least one dedicated channel/alliance professional.
  3. Running at least one piece of underlying channel technology (Portal, PRM, incentives, co-sell, etc.)

We have dedicated analysts who scrub partner program refreshes looking for key trends that channel partners of all types should be aware of and taking advantage.

Many of the future trends we predicted from yesteryear are starting to show up in modern program refreshes - including partnering around subscription/consumption models (customer lifecycle), the hyper growth (86% CAGR) of cloud marketplaces, tech alliances building co-innovation and value creation for the customer, the move to multipliers from margins (services competencies and specializations), and the overall movement of incentives from point of sale to the point of value delivered by the partner.

We took note of the recent program changes around cloud/SaaS programs at 微软 , Amazon Web Services (AWS) , Google Cloud , IBM , VMware , 红帽 , Citrix , and ServiceNow . Significant changes around large infrastructure players such as Dell Technologies , 惠普企业服务 , 联想 , HP , 瞻博网络 , and 富士通 . Cybersecurity changes at Palo Alto Networks , Trellix , Kaseya , Acronis , and Proofpoint .


For more analysis on these trends, check out:

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Canalys outlook: 2023 predictions for the technology industry

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Canalys Channels Ecosystem Landscape: 223 Vendors In Partner Tech Stack

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Ilham El mhadder (ACIM)

Partner Marketing Manager at G-P with expertise in strategic collaboration and revenue growth | Climber & Boulderer ??♀?

1 年

I have a question regarding the subscription model. I haven't seen much content addressing the risk of inflation as it squeezes margins when costs keep rising, but the amounts received from each customer remain the same until renewal

Rolf Heimes

Global Leader - Channel Sales, Partnerships, and Alliances | Partnership Development & Certification | GTM Strategy | Ecosystem Development l Channel, ISV, CSP, GSI, SI, VAR, MSP, OEM

1 年

are we surprised? I shouldn't think so: as more vendors (C-Suites thereof) are realizing that no customer buys their solution in a vacuum but to solve some very specific and hairy business problems, we all invest more into making our delivery partners more successful! The old rule: create quality at the beginning of the process - not at the end, means ensuring our partners have all the instruments, skills and approaches readily available so vendors don't need to come in as the 'white knights in shiny armor', impose huge hourly and daily rates on customers to salvage projects that were incorrectly architected or built and then the CSM and Support teams have to come in additionally for the rescue. Making customers widely successful is a highly invested team sport - for everybody! Great piece of research here!

David Gordon

Electrical, Lighting, and HVAC Distributor, Rep and Manufacturer Consultant Specializing in Growth, Strategy, channel, Marketing and Market Insights

1 年

Jay McBain, recognizing that these are trends / analysis from the tech channel, which is typically ahead of most other channels (and all of them have extensive "partner" networks - distributors, wholesalers, et al - what do you see as trends that have, or could, transition to other product categories such as building materials (inclusive of plumbing, electrical, HVAC, millwork, roofing, floorcovering), automotive aftermarket parts, foodservice, medical supplies and other more "tangible" products ... and these markets are also frequently served via independent sales agents? What have others seen?

James Davis

Strategic Advisor to the leading APAC Technology Solutions Partners

1 年
Steve Farmiloe

Top Gun Show Host. I help Sales Partners / Advisors / VARs / MSPs uncover sales opportunities by assisting/training them on selling the complete stack of telecom services.

1 年

I really enjoyed this article giving the macro view of the channel. Well done.

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