Interview
LESS HYPE, MORE HYBRID, ALL OPPORTUNITY
StorMagic CEO Susan Odle shares her view of the channel landscape in 2026, from the success factors shaping partner ecosystems to the pressures customers face in an uncertain economy. She outlines where the biggest opportunities lie, how AI will reshape collaboration, and what’s still more hype than help.
W
hat impact will AI have on the way that a channel partner ecosystem works? Tere is little doubt that AI will transform the soſtware
distribution and channel-first business landscape, as it will in all industries. AI is enabling increased efficiency across operational workflows.
Something that is vital when it comes to working collaboratively. However, AI is not a magic bullet – it’s an accelerator. So, while AI tooling is in the mix, it’s not the ‘be all and end all’. Ultimately, it is not a replacement for human decision-making,
creativity or connection. We’re investing in our long-term AI strategy while also investing in extending the skills and capabilities of our people, so they can better serve our partners and their customers.
Where do you see the biggest disconnect between what businesses want to achieve with technology and what current conditions allow them to commit to? Geopolitical tensions, tariff shocks and macroeconomic dynamics are forcing businesses to re-evaluate their IT investments. Projects with long term paybacks are being delayed in favour of initiatives that will deliver more immediate cost reductions or an upliſt in operational efficiency. For companies, ROI is now the defining factor when it comes to making decisions on whether or not to ‘green light’ projects. Tis slower, more considered and pragmatic approach to budget
allocation is impacting transformation projects. As a result, companies are slow-rolling IT modernisation initiatives to ensure their systems and vendor selections are flexible enough to hold up under financial pressure. Te impact of economic factors on AI investment, for example,
highlights the tensions created by the current need for rapid ROI. Te potential of AI to transform business and generate productivity gains isn’t overhyped; however, most organisations lack the data
16 | March/April 2026
maturity to leverage it effectively. Tis is giving companies food for thought, especially if the cost impact is too great and the business benefits are unclear. As a result, companies that are not ready at the data or application level, as well as companies faced with skyrocketing hardware price increases, are pausing or slow-rolling investment in AI-enabling deployments.
Are you seeing a shiſt in how organisations prioritise resilience, efficiency and cost control? In addition to keeping cost control top of mind, there are two key factors currently impacting the ability of companies to commit to change: surging hardware prices and persistent supply shortages. As a result, resilience and operational sustainability are once again high on the list of organisational priorities. We’re already seeing projects being delayed or cancelled because of
the risks surrounding unpredictable hardware availability and cost. It’s the reason why we’re extremely vocal on our ability to run on existing hardware and Intel and AMD chipsets. Tis is something that is resonating strongly with organisations in these uncertain times.
How has an uncertain economy shaped what customers are asking of channel partners and vendors? As IT leaders rethink procurement and lifecycle management strategies, helping them manage the impact of supply chain delays is an absolute must-have. Organisations are looking for ways to extend asset lifecycles and reduce unnecessary ad-hoc spending, without constraining their ability to sustain ongoing transformation ambitions. Te best partners and vendors will be intently focused on helping
customers to solve these problems. Tat means going beyond pure product sales and technical competencies and acting as trusted advisors who provide critical support when it matters the most. Tis includes everything from the provision of specialised talent to the co-
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