Though channel chiefs are, once again, optimistic about their indirect-sales ecosystems, challenges lie ahead. IT spending and margins continue to wane; economic uncertainty abounds; and geopolitical tensions continue to mount. Combine those negative forces with partners’ slow – and somewhat spotty – business-model transformation and it becomes clear that vendors have some work ahead of them.
Still, channel chiefs expect indirect revenue and partner productivity to increase. They’re investing in partner training to stimulate growth, fine-tuning reward and incentive programs to adapt to changing models, and recruiting new partners – though perhaps more selectively than in the past.