Historically, channel agents focused on front-end sales and were often blind to back-end customer churn. Sophisticated partners now use data analytics and AI to identify churn risks, pinpoint cross-sell opportunities, and actively manage their existing revenue base.

Beyond logistics, distribution partners provide critical go-to-market functions. They manage complex government buying vehicles (GSA, NASPO), handle local taxation and import/export complexities, and assist with partner recruitment and enablement, accelerating market penetration for software companies.

Distributors possess a long-standing "secret weapon"—a massive repository of clean, well-understood data on partner behavior and transactions. As AI becomes prevalent, distributors are uniquely positioned to leverage this data to provide superior business intelligence, solidifying their role in the channel ecosystem.

As AI and no-code tools make software easier to build, technological advantage is no longer a defensible moat. The most successful companies now win through unique distribution advantages, such as founder-led content or deep community building. Go-to-market strategy has surpassed product as the key differentiator.

To provide maximum flexibility, Lenovo allows partners to choose their procurement path. They can either use traditional distribution channels or engage directly through Lenovo's .com engine, Lenovo Pro. This empowers partners to select the model that best fits their business operations and desired level of autonomy.

The next evolution of partner marketing is a shift from one-to-one campaigns to an 'ecosystem-centric' model. This involves weaving together technology alliances, distributors, and service partners into a single, cohesive 'better together' narrative. This multi-partner storytelling is far more impactful and resonant for customers than siloed vendor messages.

Unlike typical tech disruption, healthcare often requires collaboration. Startups effectively "rent" distribution and patient access from incumbents. In return, incumbents "rent" cutting-edge innovation from startups, creating a necessary symbiotic relationship.

The most practical channel use of AI isn't a futuristic tool, but enabling partners to analyze supplier-provided data. By feeding partners data via APIs, suppliers empower them to use their own AI tools to identify customer trends and make smarter, faster decisions.

In a B2B supplier or distributor model, success depends on going downstream. You must understand not only your direct partner's business drivers and KPIs but also the needs of their end-customer. This allows you to align strategy across the entire value chain.