Life in the channel
BEYOND THE BUZZ
Amy Illingworth, head of global channel marketing at Exclaimer, looks at how channel partnerships can deliver lasting value.
T
he channel market has never been busier – or more competitive. As partners are presented with an expanding array of vendors, solutions and platforms, their attention and
loyalty are harder to win and even harder to keep. Many of us have felt the impact first-hand. Conversations that
used to be a given now require multiple follow-ups, and established relationships need constant re-earning. Te modern vendor’s challenge isn’t just about being seen; it’s about being valued. In this environment, standing out means rethinking not only how
you engage partners, but how you enable their success. Te days of ‘bigger is better’ are fading fast. Across the channel,
we’re seeing a decisive shiſt: partners are consolidating their vendor relationships, aiming for depth over breadth. More than 60% of managed service providers expect to increasingly reduce the number of vendors they work with, focusing on fewer strategic relationships to drive growth. It’s a stark contrast to the sprawling portfolios of the past. A few clear trends drive this new landscape. Technology
continues to evolve, SaaS portfolios are expanding, and partners are getting smarter about where to invest their time and energy. At the same time, people within the channel are more mobile, with professionals changing vendors more frequently than ever. If your only point of contact leaves and no one else knows who you are, that’s on you. To stay relevant, vendors must deliver value that runs deeper
than any one person or programme – value that reaches across teams and leaves a lasting impression.
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Why alignment is the new ambition In the past, vendors chased growth by signing partners as fast as possible, hoping that numbers alone would translate into reach and revenue. But today, sheer volume is no longer a guarantee of success. Partners are looking for something more: alignment. Tey want to feel a shared sense of purpose, priorities and direction. Tat might mean aligning around a specific customer segment
or even shared ESG values. And not just at the strategic level – they want to know you understand the day-to-day realities too: the demand to meet targets, the administrative overhead, the internal politics. Tis shiſt is backed by data. A 2025 report found that more than
70% of channel partners seek vendors who can act as true business collaborators, offering not just products but strategic guidance and tailored support for their particular needs. Tey’re becoming more selective, gravitating towards vendors
who reduce complexity and help them grow, rather than those who simply add another badge to their website. Grouping partners by sales volume or tier is tempting, but that
approach overlooks what drives engagement. Value-added resellers, for example, oſten hunt for standout features and opportunities to differentiate themselves, while Managed Service Providers may prioritise seamless integration and ongoing support. Te most forward-thinking vendors are moving beyond simple
metrics and building multi-dimensional partner profiles. Asking who’s stepping up to share feedback, who’s leaning into co-marketing and who’s proactively building a pipeline can reveal partners who are
May/June 2025 | 49
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