Over the past year, Channelnomics has had countless conversations with vendor executives, channel chiefs, and program managers grappling with fundamental questions about their go-to-market strategies. The old playbooks simply aren’t cutting it anymore. Partners demand more autonomy and flexibility while simultaneously seeking deeper vendor engagement and support — a paradox that makes perfect sense in today’s complex IT market and ecosystem.
The trends Channelnomics is tracking for 2025 reflect this new reality. We see the acceleration of AI adoption as the technology set moves from hype to practical implementation in channel operations and productization. The shift toward outcome-based models is gaining momentum, forcing vendors and partners to rethink their value propositions. Meanwhile, the ongoing consolidation in the channel ecosystem is creating new power dynamics that require careful navigation.
The channel professionals who will thrive in 2025 can see these connections and adapt their strategies accordingly. Reacting to each trend in isolation isn’t enough. Success will require a holistic approach, considering how these forces combine to reshape the channel landscape.
In this special report, Channelnomics examines each trend’s implications and offers practical guidance for channel leaders and program managers. The channel’s future is being written now, and these are the 25 trends channel leaders and practitioners need to follow.