Finding the Partners That Fit

New research reveals tech vendors are doubling down on proven winners and traditional allies
By T.C. Doyle & Chris Gonsalves

If you were to listen to the keynotes at tech sales events or scan the headlines of tech trade publications, you might get a skewed view of prevailing go-to-market strategies.

Contrary to what you might hear and read, vendor sales aren’t rapidly moving to third-party marketplaces or being overly swayed by non-IT influencers. Instead, Channelnomics research finds, vendors are doubling down on a mix of traditional sales partners that drive the bulk of their revenue.

According to that research, nearly half of vendors (46%) say old-school VARs will be their most valued partner type in 2023. VARs were followed by MSPs and global systems integrators (GSIs), which tied for a distant second place at 28%.

In contrast, only 11% of vendors identified marketpl...

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