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New Study Points To Evolution In IT Channel Partner Programs

A new study released from CompTIA has reaffirmed the growing influence of cloud computing and managed services.

 Findings from CompTIA’s Second Annual State of IT Channel Programs study has revealed 63% of IT firms will focus on establishing cloud-based delivery models within the next year.

Additionally, 46% of companies are moving to a managed services model, and 39% are transitioning from transaction-based product sales to recurring revenue models. Sixteen percent (16%) also are refining their channel strategies to hone in on specific vertical industries or customer segments.

Results were gathered through a survey of executives from 400 U.S. IT companies, as well as in-depth interviews with IT channel executives. Surveys and interviews were compiled between February and March 2012.

 “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,” said Carolyn April, Director of Technology Analysis for CompTIA.

To ensure a seamless transition, complete with helpful marketing materials and educational resources, vendors are tapping social media tools as primary communication to link them to partners. In fact, more than half have used social networks for partner recruitment and to share information on sales and incentives.

 In terms of partner training, certification and education, most channel firms (73%) said they were satisfied with vendor-provided, web-based technical training they received during the last 12 months.

“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,” April explained. “Channel partners are in the same boat, eyeing new business models and markets, which continuing to nourish legacy revenue streams for survival.”





About Alicia Fiorletta

Alicia Fiorletta is Senior Editor for Channel Marketer Report. Working closely with industry analysts and experts, Alicia reports on the latest news, technologies, case studies and trends coming to forefront in the channel marketing world. With a focus on emerging marketing strategies, including social, mobile and content for demand, Alicia hones in on new ways for organizations to market to and through their partner networks. Through her work with G3 Communications, Alicia also acts as Associate Editor for Retail TouchPoints, a digital publishing network focused on the customer-facing area of the retail industry.

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