The channel can capitalise on the recent slash in GDP forecasts by taking the lead on increasing productivity in the British economy, according to HP Inc's UK managing director George Brasher.
Speaking to CRN, Brasher picked out the growing digital skills shortage as an area the channel should focus on addressing, particularly by encouraging a more diverse range of people to enter the IT sector.
"If you think about the foundation of the tech industry it's all about innovation and with these challenges it should be no different," he said.
"We've got this need to drive productivity as a country, so within the tech industry we've got to seize the opportunities to create employment, revenues and value.
"Just look at the stat that only 17 per cent of the tech industry is female. Well, gosh, it looks like you have a recipe there that if you make it attractive and actually broaden the search for the best and the brightest, that's going to be a real factor to help us tackle the skills gap and increase GDP."
Staying with the analogy of a recipe for success, we asked Brasher which ingredients he thinks resellers should invest in to increase their contribution to driving British productivity.
"You've got to start with the end customer and every day we see that customers are changing how they want to buy," he said. "As an example look at people buying as a service, rather than transactionally. Not just in the printer but also the PC space, just like with cloud and other technologies.
"The resellers we're working with now are figuring out how they go from their transactional model of selling to a contractional model. If you provide that extra value, that is real innovation that the channel can provide."
Brasher also called on tech firms to get more actively involved in nurturing the pipeline of up-and-coming digital talent.
Earlier this year, HP announced the expansion of the number of its education vertical resellers involved in its 'Ripple Effect' grant scheme.
The scheme gives resellers £20,000 to grant to schools that buy HP tech though them.
"We view STEM learning as critical because it's very clear that the skills gap is going to grow and we must stimulate a change to that. Our goal with the Ripple Effect campaign is to create a pull to talk about the great opportunities to work in the tech industry.
"And this was also a channel event, with us rewarding our partners who have also been driving this...
"We will have greater success as a company developing the next generation of both talent and technology with our partners in these ways in the mid-market and SME space and in the education vertical."
Struggling security titan makes three board appointments after investor took 5.8 per cent stake last month
Commvault ousted its CEO in May and has since undergone a radical refocus
As employees demand more flexible working environments, CRN asks how the channel is adapting to the changing working landscape
Wall Street less than impressed with Oracle's growth as cloud numbers remain hidden