Life in the Channel


ready for deeper investment. We’ve learned to look for the partners who jump in to build with you, not just wait for leads to appear.


Cutting through complexity Once you’ve identified the partners you want to collaborate with, the next step is to remove any barriers that might prevent them from doing so. Complexity is perhaps the biggest dealbreaker in today’s


channel. Cumbersome portals, unclear pricing or rigid programme requirements quickly drain partners’ time and enthusiasm. Even a single badly-worded email or locked file can stall momentum. In a market full of endless options, it’s easier than ever for partners to move on if the path to success is unclear or obstructed. Vendors that lead the way are those who actively seek to remove


friction. Tat means asking tough questions: What’s slowing partners down? Where are the pain points in onboarding, training or campaign execution? Acting on that feedback – whether by simplifying processes, improving access to resources or making communications more intuitive – can turn a partnership from transactional to truly strategic. Enablement is another key differentiator, and marketing support


is a key part of that equation. Partners don’t want prescriptive campaigns or rigid frameworks.


Too oſten, they’re handed templated assets that are hard to adapt or so structured that they leave no room for creativity. Te most effective vendors are shiſting toward flexible toolkits: assets that are easy to localise, best-practice guidance that’s actually useful and the autonomy partners need to move quickly. Great marketing enablement empowers partners to connect


with their audiences in authentic, locally relevant ways. Tis might include modular toolkits for events, customisable digital assets or even playbooks with region-specific creative ideas and suggested tactics. Approaches like these allow every partner to put their own stamp on the campaign while ensuring consistent brand messaging. Funding programmes, such as Market Development Funds, are


becoming more flexible. Instead of a one-size-fits-all model, leading vendors now offer both traditional and tailored support structures, allowing partners to choose the framework that best matches their business objectives and target audiences.


Trust is in the details All the toolkits, programmes and strategic alignment in the world won’t matter without one critical ingredient: trust. Tis isn’t built through grand gestures; it’s established and earned in the day-to- day moments. Quick, thoughtful responses to partner questions, transparent


updates when programmes change, and regular, genuine check-ins that show you’re paying attention are small actions that create the foundation for lasting loyalty. Nearly three-quarters of partners surveyed in late 2024 value


clear, timely communication from vendors above all other relationship factors, including incentives and technical support. Vendors who consistently meet these standards will become the partners of choice for decision-makers. And expectations are rising. As a new generation steps into


leadership roles across the channel, expectations for transparency, speed and authenticity are growing fast.


50 | May/June2025 It’s no surprise to anyone that technology is constantly


reshaping how vendors and partners collaborate. AI-driven analytics now enable vendors to anticipate partner needs, personalise communications and offer support at scale. Automated tools streamline content localisation, campaign management and real-time performance tracking. Tese things reduce administrative burden and allow partners


to focus on what drives their growth. Te goal is not just automation for its own sake, but smarter collaboration and more meaningful partner experiences. From my experience on both sides of the partnership equation,


three fundamentals underpin lasting channel relationships: • Absolute clarity about mutual benefits, no hidden agendas • Open, ongoing communication, especially when challenges arise • A shared vision for short-term wins and long-term growth.


All of this comes into play when strengthening partner relationships. Supporting partners requires flexibility and a keen awareness of each partner’s stage in their journey. Highly customised campaigns, co-built with partners, can drive strong results for those seeking a more hands-on approach. Meanwhile, scalable joint initiatives – where multiple partners


collaborate on broad-reaching campaigns – help share best practices, amplify reach and create a sense of community. Te most successful programmes offer both models, ensuring every partner feels supported and motivated, regardless of size or maturity. As economic conditions remain unpredictable, the depth of


partner connection becomes a key differentiator. Partners want allies they can count on when budgets tighten and priorities shiſt. Shallow or transactional relationships are quickly exposed, while those built on trust, responsiveness and shared goals grow stronger under pressure. Tis matters even more as partners face growing challenges


around compliance, cybersecurity and hybrid work. In this environment, the vendors who help partners cut through noise, reduce risk and move confidently will become indispensable – not because of what they sell, but because of how they show up.


What else is on the horizon? Personalisation, localisation, and automation will continue to shape the channel landscape. Online marketplaces will become increasingly central to how partners source, sell and support solutions. Te ‘partner experience’ will emerge as a key differentiator, with vendors tailoring content and resources to each stage of the partner lifecycle. AI will increasingly drive everything from campaign creation to performance analytics, allowing for real-time, data-driven insights that help everyone in the ecosystem stay ahead of the curve. In a channel overflowing with choice and information, success


isn’t measured by how many partners you attract but by how many choose to stay and grow with you. Vendors who prioritise simplicity, integrity and authentic collaboration stand out above the noise and help shape the future of the ecosystem. Partnership, rooted in trust and mutual value, isn’t just a business function; it’s the ultimate differentiator in a crowded, fast-changing world.


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