Life in the Channel
“The biggest gap is understanding how to apply new technologies, like AI, effectively and with maximum impact”
thinking, and communication remain essential, what’s now required of professionals is escalating. Roles that previously relied on strong relationships and sales acumen now demand a deep understanding of data, digital tools and strategy. Today, success isn’t just about traditional sales or product
knowledge. It hinges on adaptability and continuous learning, ensuring channel professionals stay ahead of emerging trends, while preparing for the new ones of tomorrow.
From your perspective, what are the biggest skill gaps emerging as technology reshapes the channel? Te biggest gap is understanding how to apply new technologies, like AI, effectively and with maximum impact. Customers today are looking to channel professionals to provide expertise and guidance on how they can take advantage of the latest innovations, so it’s critical that channel partners keep pace with these demands. At the same time, competition in the job market is higher than
ever, requiring professionals to go beyond the basics. Demonstrating niche expertise and bringing a fresh perspective on emerging technologies like AI is not just essential to delivering value for customers, but also for your organisation more broadly.
How have channel career paths evolved in recent years? Tere’s a growing duality in channel career paths. On the one hand, economic uncertainty has made stability and long-term tenure more attractive, where staying with an employer signals growth, support, and purpose. On the other hand, professionals are also driven by progression and financial goals, which can lead to exploring new opportunities. Tis shiſt reflects a broader change in how careers are viewed:
not just as a linear journey, but as a series of strategic moves. For employers, it’s a chance to rethink how they support, retain, and develop talent in a competitive market.
What can the channel do to better promote itself as an attractive career path to young talent? Te fundamentals still matter – competitive pay, flexible working, and a smooth recruitment process. But to truly attract new talent, companies need to go further by clearly showcasing their culture, values, and long-term career opportunities. People want to see that there’s a future for them in the organisation. Te IT industry moves quickly, and young professionals are keen to stay relevant. Tat’s why continuous learning is essential. Offering
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access to training, certifications, and industry events helps people grow and stay engaged. Mentorship also plays a big role - pairing junior employees with experienced colleagues can accelerate development and foster a stronger sense of belonging. Above all, companies must show they genuinely care. Mental
health is more visible than ever, and candidates are increasingly drawn to organisations that actively support wellbeing.
How can the ecosystem better work together to address the skills gap? Businesses sit at the centre of the skills challenge. Tey both depend on skilled talent and provide the practical experience needed to develop it, giving them responsibility - and a vested interest - to invest in people. Tis means moving away from a ‘hire-only’ mindset and focusing on developing existing employees through training, mentorship, and long-term support. Collaboration with education providers is also key. By co-
designing curricula and apprenticeship programmes with universities and colleges, businesses can help ensure graduates are equipped with the skills needed for today’s roles. Internally, senior leadership teams should also take time to
understand the day-to-day realities of their workforce. Shadowing employees, even for a day, can offer valuable insights and spark meaningful improvements in how we support and develop talent.
How do you see the channel workforce evolving in the future? As technology advances and reshapes how we approach roles in the channel, we’ll see a continued growth in the demand for strong digital and data literacy. AI and automation are becoming commonplace for both customers and internal business operations, meaning understanding these tools will no longer be a ‘nice to have’, but a ‘must have’. Te knock-on effect will see careers become even less linear as
technology creates and redefines roles across the channel. Tis will encourage an even richer ecosystem, giving professionals more opportunities to build diverse and transferable skills that set them apart and help them adapt to future emerging trends.
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