How will channel partnerships of the future be measured?

For many years, determining the success or failure of channel partnerships has all boiled down to a single benchmark: profit. However, the landscape is beginning to change. Today’s businesses are broadening their definition of what makes a great channel partner, pursuing collaborators that offer more than just a boosted bottom line. This is according to Richard Eglon, Chief Marketing Officer at Agilitas.

A recent study conducted by energy management firm Schneider Electric has found that sustainability is currently the top focus for partners - with 75 per cent of partners having dedicated ESG resources. Modern channel leaders are measuring their partnerships against more complex criteria and benchmarks that go beyond healthier balance sheets. As a result, the way in which channel partnerships of the future are being measured is changing, but what is driving these new alliances? 

The changing perception of ‘quick wins’

The problem with sticking rigidly to financial criteria when choosing a channel partner is that any success is ultimately finite and misleading. Higher-income will not be sustainable in the long term when the partner does not tick any of the other important boxes and the relationship does not stand the test of time, meaning fresh resources will need to be poured into finding a new collaborator. 

A real Return on Investment (ROI) from a channel partnership involves the enhancement of brand reputation, customer satisfaction, company footprint, and profit margins. But to uncover a channel partner that prioritises this, a significant shift in mindset is required: a move from profit-obsessed partnerships to purpose-guided equivalents.

Prioritising purpose-driven partnerships

Healthy channel partnerships are about so much more than just the product, as they prioritise sharing values and ideas, and visions for the future. There is a new era of eco-focused channel partnerships built on shared views for improved sustainability, an example of the purpose and profit working hand in hand so that neither must be compromised.

The future of channel partners

Gartner research estimates that over 85 per cent of organisations will embrace the cloud-first principle by 2025, with Channel partners integrating multiple services to build complex ecosystems that contain sustainability as a core pillar. Channel partner metrics are already starting to include team engagement, research and analysis, and carbon footprint records.

Aligning with a partner is crucial as strong collaboration empowers companies to offer multiple services and increase efficiency - all the while fostering a thriving business culture that enhances engagement. The future of Channel partnerships will involve more scrutiny than ever before, and it will benefit the entire industry in the long term.

More News
9 hours ago
62% eCommerce organisations to focus on real-time data collection in 2023
When asked about their goals for collecting data in the coming year, 62 per cent of eCommerce organisations said that real-time data would be at the forefront. This is one of the key findings from the new Oxylabs white paper, Alternative Data Defines Competition in the US & UK Ecommerce Sectors, which demonstrates the importance of real-time data collection eCommerce businesses.
11 hours ago
Exertis named first UK distributor to offer Seagate Lyve Cloud
Exertis has been named as the first UK distributor to add Seagate Lyve Cloud, a storage as a service to its portfolio. Seagate’s S3-compatible cloud storage offers a way to unlock the value of its unstructured data sets, helping to drive innovation.
12 hours ago
Solotech announces new UK HQ in Birmingham
Solotech, experts in AV entertainment and technology, is opening a new UK headquarters. Located in Birmingham, the new facility will serve as a hub for audio, video, and lighting rental stock and corporate offices.
13 hours ago adds new feature to serverless print management solution has added a new internal directory to its serverless print management solution, making it easier for customers to seamlessly take print to the cloud.
13 hours ago
iplicit launches reseller channel to help partners grow
Accounting software provider, iplicit is launching a reseller channel that will allow its partners to offer true-cloud accounting software to growing businesses and land new, larger clients.
14 hours ago
Nuvias UK partners with Pentera to enhance cybersecurity portfolio
Nuvias UK, an Infinigate Group company, has announced a partnership with Pentera, the category leader for Automated Security Validation, to become the company’s distribution partner across the UK. Nuvias will deliver Pentera’s platform across the enterprise market in the UK to support the growing need for automated security validation solutions.
3 days ago
New Relic now available as a Native Azure Service
New Relic has announced that it will be available to all Azure customers as a Native Service in the Microsoft Azure Marketplace, to help enterprises accelerate their cloud migration and multi-cloud initiatives.
3 days ago
N-able Empower conference details announced
N-able has announced the full line-up for its Empower conference at Prague Congress Centre, taking place between 9th-11th May. The agenda includes three days of networking and learning opportunities, 30+ hours of educational content, an expert cybersecurity keynote speaker, and four programming tracks geared toward helping MSPs scale and grow their business.
4 days ago
Administrators appointed at Bluespot Furniture
James Sleight and Oliver Collinge of PKF GM were appointed as Administrators of Bluespot Furniture Ltd on 20th January 2023.
4 days ago
Konica Minolta launches bizhub c3120i and bizhub c3100i
Konica Minolta Business Solutions (UK) has announced the launch of two full-colour A4 machines, bizhub C3120i and bizhub C3100i, suitable busy home offices, and smaller personal workgroups.

Login / Sign up