Watch: 'Next 100' resellers on rise of partner-to-partner collaboration

What's driving the rise of the 'partner-to-partner' model and which elements of a project should you outsource to a peer? We get the views of execs at firms ranked in our Agilitas-backed 'Next 100' resellers

The UK's 'Next 100' resellers tend to be more laser focused on a particular technology field or vertical than their Top VARs brethren.

This has made them perfect candidates for the partner-to-partner collaboration craze sweeping through the channel.

In this video, we ask a selection of 'Next 100' VARs what's driving the peer-to-peer trend, whether they have enountered any push back from customers and what elements of projects resellers should always keep in house.

Andy Griffiths, business development director at Q Associates, agreed that we are seeing a rise in partner-to-partner relationships.

"What's driving it is the diversity that's been driven within the IT sector, with so many technologies now available. It's very difficult, particularly for smaller specialist organisations, to really be a true expert in all of those technologies, so partnerships are a very significant way forward for us."