Partners always reinvest in their businesses, albeit conservatively. In 2025, partner reinvestment is spiking as they retool their businesses for growth.
The technology landscape is experiencing a rapid transformation, propelled by advancements in artificial intelligence and evolving delivery models. These innovations not only introduce new products but also elevate customer expectations around the potential of technology to enhance business operations. Consequently, there's an increased need for support in selecting, acquiring, deploying, and integrating infrastructure and applications.
As a result, partners can no longer depend solely on their established capabilities. They're compelled to make significant investments in new resources, skills, and go-to-market strategies to stay competitive and address these evolving demands.
Partners typically reinvest a portion of their gross revenue in their businesses annually. In recent years, the reinvestment rate has ranged from 11% to 15%. Although substantial, this rate is often deemed insufficient for propelling businesses forward significantly. This year, the reinvestment rate is spiking.
