I was at the movies this weekend and a preview for the upcoming Transformers movie, called the “Age of Extinction,"was shown. In talking with many colleagues in the world of channel partnering, I can’t help but wonder whether the evolving IT consumption model, the growth of non-traditional IT buyers (in line-of-business) purchasing solutions, and the rapid pace at which IT vendors are developing solutions that don’t fit into the traditional model of a one-time transaction will spell “extinction” for a significant portion of the channel partner community.
Our latest research (Channel Partner Transformation: Selling Cloud Services) shows that the drivers for channel partners to transform their businesses include:
- The amount of customer demand.
- The fear of missing out and maintaining their “trusted advisor” status.
- The declining long-term profitability of traditional business models.
- The vision and commitment by the business owner/leader.
Emerging IT vendors like Nimble, Egnyte, and ExtraHop Networks have the same opportunity as the big boys like NetApp and Microsoft to invest, educate, and help their partners evolve sooner rather than later. I believe the vendors who do will solidify loyalty and increase the probability their channel will execute and scale revenues.