Partner content: How Lenovo is Evolving its Channel-First Approach in 2026

The updated Lenovo 360 Expert Achievers Programme (LEAP) reinforces our commitment to the channel through improved incentives, expanded learning opportunities, and instant rewards.

Lenovo has long taken a channel-first approach, but as partner needs evolve, so too does the way Lenovo supports, enables, and rewards its ecosystem. In this Q&A, Connor Phillips, Sales Manager for LCSC – Gold & Authorised Partner Team at Lenovo, shares how the Lenovo 360 Partner Program is evolving, the incentives and enablement available to partners, and how Lenovo is helping them capitalise on opportunities across AI, sustainability, workstations, and the SMB market.

What does a “channel-first” strategy mean in practice at Lenovo, and how has it evolved recently?

A channel-first strategy at Lenovo means the channel is our primary route to market, with 95% of our business going through channel partners. Everything we do, from programmes and incentives to enablement and go-to-market motions, is designed with partners in mind.

This is delivered through our Lenovo 360 Partner Program, which supports partners at every stage of their journey and includes specialisations that help them build expertise, differentiate, and grow alongside Lenovo.

Looking ahead, this approach continues to evolve through greater simplification and unification. From FY27, Lenovo 360 will move to a One Lenovo model, giving partners a simpler, more consistent way to engage across the full Lenovo portfolio.

What are some of the incentives and discounts Lenovo partners should know about?

The updated Lenovo 360 Expert Achievers Programme (LEAP) reinforces our commitment to the channel through improved incentives, expanded learning opportunities, and instant rewards. LEAP recognises not only sales teams but also support staff who sell qualifying Lenovo products and complete Lenovo 360 training, helping partners build expertise and confidence across the Lenovo portfolio.

Through the LEAP portal, partners can access instant rewards such as gift cards and prepaid Mastercards.

In addition, we’ve launched Lenovo’s biggest ever channel incentive, Score BIG, giving the channel community the chance to win prizes including FIFA World Cup 2026 tickets, luxury holidays, and experience days.

By combining education, motivation, and recognition, LEAP drives engagement with Lenovo 360, supports team development, accelerates sales growth, and ultimately delivers greater value to customers.

How is Lenovo supporting partners in aligning with sustainability goals?

The Lenovo 360 Partner Program now includes a dedicated sustainability pillar through Lenovo 360 Circle. This collaborative initiative is designed to help partners drive practical, impactful sustainability outcomes by promoting responsible procurement and consumption of technology.

Lenovo 360 Circle positions sustainability as both a business driver and a shared responsibility, enabling partners to unlock new opportunities while aligning around common ESG goals.

In addition, Lenovo offers a CO₂ offset service through our SSG organisation. All Think-branded notebooks, desktops, and workstations are pre-bundled with carbon offsetting, which can be tracked via the Service Connect portal. This allows partners and customers to clearly see the emissions they’ve offset and the projects they’re supporting by choosing Lenovo.

How is Lenovo supporting partners in selling workstation solutions and meeting the needs of today’s workforce?

With the rise of AI, demand for workstations and high-end compute has never been greater. The launch of the new ThinkStation PGX small form factor, powered by the NVIDIA GB10 Grace Blackwell Superchip, enables simplified AI workflows directly at the desktop. With the NVIDIA AI software stack preloaded, it supports on-device AI development without the complexity or cost of cloud-based solutions.

To support partners, we offer the Workstation Expert Program, working closely with a select group of partners through access to product roadmaps, in-depth training, roundtables, and additional enablement. This ensures partners are fully equipped and confident when positioning and selling workstation solutions.

How do you support SMBs differently than enterprise partners in the channel?

A key focus for SMB customers is supporting their move to Windows 11. We’re doing this through our Trade-In promotion, running until 31 March, which supports customers with under 1,000 seats.

Customers purchasing qualifying units and trading in up to 100 devices can receive up to £300 per device. This frees up budget for SMBs to invest in other critical IT areas, while helping partners drive refresh opportunities and repeat business.

We also work closely with our distribution partners to provide additional support and scale for SMB-focused channel partners.

What sets Lenovo’s partner programme apart from others?

Our aim is to make Lenovo 360 not only a highly rewarding partner programme, but also to make Lenovo the easiest vendor to do business with.

From FY27, we’ll move to a One Lenovo partner programme, removing the complexity of multiple tracks and creating a more consistent experience across our portfolio. We enable partners with the right marketing assets and digital platforms, including Lenovo Partner Hub, to drive simplicity and efficiency.

We connect partners with the right people through events such as Accelerate, and we help partners grow through learning platforms, enablement, and incentive plans designed to support long-term success. Our focus is simple: win together.

Find out more about how Lenovo 360 is continuing to evolve around partner needs here.