A partner's success is increasingly driven by 'how' they operate—specifically with service-led business models—rather than 'what' they sell. Partners diversifying beyond transactional resale into services are seeing the strongest growth and optimism, signaling a fundamental shift in the channel ecosystem's value drivers.
While 75% of partners see AI as essential, adoption is low. The primary barriers are not just talent shortages, but also managing customer expectations, translating AI into specific business value, and overcoming end-customer concerns about trust, transparency, and control over AI-driven outcomes.
Top partners are not just trying to hire scarce talent; they are intentionally forming partnerships with specialized organizations. This strategy allows them to augment their in-house skills, expand offerings, and move faster without being solely constrained by talent availability, treating the ecosystem as a solution to operational challenges.
The number one factor for customers choosing a partner is now industry expertise and consultation, surpassing pricing and product catalogs. This signals a fundamental market shift requiring partners to move away from a generalist approach and instead develop deep, specialized knowledge in vertical markets to build trust and differentiate themselves.
The traditional entry-level job description is evolving as the pace of technology raises the baseline skill requirements for new hires. The 'bar is rising,' meaning today's newcomers are being trained for roles that don't exist yet, which demands a greater organizational focus on continuous learning and upskilling.