industryopinion
Why finding the right channel partner matters
The success of any long-term collaboration depends on a reliable two-way partnership and the ability to remain transparent throughout the process. The right channel partner should understand the needs of a business and provide solutions tailored to those needs, says Mark Appleton, chief customer officer at ALSO Cloud UK.
P
artnerships are at the heart of the channel, and success for resellers and
MSPs is often tied to collaborative relationships with partners. A 2022 survey based on over 650 partner professionals and executives found that 49.4% of organisations attribute at least a quarter of their revenue to partners, and 65% consider partnerships critical to their future. The worldwide IT market is
now forecast to grow 3.5% this year, according to new research from Canalys with IT services from the channel accounting for more than 70% of the global addressable IT market. With technology solutions and
reseller companies as the highest ranked for the most critical partner type, resellers and MSPs need to identify the right partners that can provide operations to enhance their system orchestration and unleash the full potential of their ecosystems. Companies that do invest in partner channels can have more robust ecosystems that drive more revenue and retain customers. I believe that partners must
be adaptable to help these MSPs and resellers meet their goals while anticipating their future needs. Common goals, strategies, and expectations achieve a successful channel partnership. One potential avenue to explore is using value-added services like skilling employees to grow
12 | September/October 2023
revenue streams and net new customers. However, ensuring that both parties have similar objectives is essential for practical cooperation. However, partners must
understand each MSP’s challenges and opportunities within their domain. Whether troubleshooting, addressing technical issues, or offering resources, a strong channel partner should be an extension of the company’s support network to ensure clients have a seamless experience. Partner channels should
“Companies that do invest in partner channels can have
more robust ecosystems that drive more revenue and retain customers.”
have a clear understanding and in-depth knowledge of the sector these resellers operate within, crucially to provide fast responses and maintenance services to nurture the relationships. In doing so, they can offer strategic consulting services and help companies navigate complex landscapes to make informed decisions while ensuring ongoing support and customer success beyond the initial integration. Ensuring the end customer
has the highest level of service for their company data and employees is more apparent than ever. The ability to run assessments across their systems will increase colouration and trust, enhancing customer service and repeat business across the channel.
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