Research Briefing

Channel Partner Go-to-Market Benchmark Study

How the technology channel ecosystem is evolving

In the ever-changing world of XaaS, evolving channel partner ecosystems have become a necessity to stay competitive and drive growth. 80% of technology leaders are planning to, or have already launched, a major partner program transformation in the last two years. What changes are technology vendors contemplating to increase their channel partner program ROI while also keeping up partner engagement?

Alexander Group conducted a survey among channel sales leaders in the technology industry to gain insights on how the technology channel ecosystem is evolving.

The Partner Go-to-Market Benchmark report is now available. Key highlights include:

  • The Ecosystem is Evolving. Channel revenue growth rate is 2.4x higher than total company growth rate. Vendors are prioritizing quality partners over quantity.
  • Channel Investments are Shifting. Channel budgets have increased by more than 12% year over year, mainly focused on partner enablement, incentives and automation & tools.
  • Partner Programs are Being Restructured. 80% of respondents are focused on launching a major partner program transformation.
  • Realigning Partner Roles & Coverage. Active partner per channel rep has decreased by 7.8%. Organizations are deploying more dedicated channel resources to enable greater partner engagement with fewer partners.

Interested in finding out more on how your organization can improve its partner strategy?

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