Clouds form on vendor channel programmes

CompTIA study reveals cloud computing and other disruptive trends are prompting vendors and resellers to re-examine channel programmes

Cloud computing, the consumerisation of IT and other disruptive trends could soon force a few channel programme shake-ups, a CompTIA study has revealed.

The not-for-profit trade association’s Annual State of IT Channel Programs study, which questioned 400 channel chiefs, reveals that despite 60 per cent of respondents being ‘satisfied’ with their primary vendor partner programmes, the rise of cloud computing and shifts in the IT landscape, are prompting a re-examination of channel programmes.

Nearly two-thirds, (63 per cent) of IT firms said they would focus on establishing a cloud-based delivery model in the next 12 months, with cloud existing alongside on-premise business.

In addition, 46 per cent of respondents revealed they intended to move to a managed services model, 39 per cent were planning to shift from transaction-based product sales to a recurring revenue model, and 16 per cent were planning on specialising in vertical industries or customer segments.

Carolyn April, director of technology analysis at CompTIA, said: “With the industry changing and business transformation becoming a must, the channel is increasingly looking for help with how to sell and how to structure their business in new models,

“Vendors are communicating more than ever. While the sheer volume and sources of communication can be overwhelming for channel partners, many firms want this information if it’s relevant to their business,” she said.

Social media is fast emerging as fast link between vendors and their channel partners, with more than half of vendors using social media tools for partner recruitment and to share information on sales and incentives. CompTIA found that four in 10 channel firms cite social media tools as the most common way their receive information from their vendor partners.

Scoring particularly high on the reseller hit list was web-based technical training – with 73 per cent of those questioned saying they were satisfied with that vendor-provided resource over the last 12 months.

But April warned that vendors need to get the balance of training and communications right.

“Many vendors are looking at ways to identify practical partner segmentation and engagement strategies to pull off the balancing act of aligning new go-to-market strategies while maintaining short-term revenue productivity,” she said. “Channel partners are in the same boat, eyeing new business models and markets, while continuing to nourish legacy revenue streams for survival.”