Industry executives and experts share their predictions for 2025. Read them in this 17th annual VMblog.com series exclusive.
By Michael Day, VP of Global Partner Sales at GoTo
As we enter 2025, the technology industry faces an exciting but
uncertain future. The hype around artificial intelligence has reached a fever
pitch, while economic uncertainty and pressure to demonstrate returns on AI
investments remain key considerations in yearly planning. This is especially
true in the channel space, where partners are tasked with understanding how to
best serve their customers’ needs while responding to a rapidly fluctuating
market and, in many cases, tightened budgets.
Competitive differentiation and attunement to industry trends
will determine success for channel partners in the year ahead, enabling them to
focus on what matters most – their customers.
Partner programs will evolve as a key value-add for
businesses
Strategic partners have long been determinants of success, but
the year ahead will see continued growth in the ways that companies use
partners to create, manage, and enhance their businesses. More organizations
are forming partner or channel programs to grow their audiences and revenues,
and that necessitates intentionality from partners in determining the
qualifying criteria that inform what products and services they want to
represent in the market.
In the new year, channel programs that show clear determination
to understand and meet the needs of their customers will find success, rather
than offering services that have long been industry standards. Shrinking
budgets make channel programs all the more valuable, especially amid an
increased desire to partner with organizations who not only understand customers’
needs but plan for them in both the near and long-term. Channel partners form a
pivotal function in both anticipating and matching market changes, and those
that take a forward-looking approach will gain a significant competitive
advantage over their peers who are satisfied with the current status quo.
Companies must navigate a shifting partner engagement
paradigm
AI is bringing about massive change in the ways that we work, and
the channel will prove to be no exception in 2025. Sustained success will
depend on companies’ collective willingness to lean into three key partner engagement
activities in 2025.
Firstly, organizations need to be able to walk the walk with AI
projects that they are advertising to the market. This will demonstrate
material benefit to partners, showing that specific AI applications are useful
tools and not just a roadmap. Companies are no longer satisfied with
proof-of-concept, as the proliferation of generative AI tools has shown that
there is a business case for these technologies in the modern market. If
organizations are going to tout AI as a benefit, they must be prepared to offer
tools that showcase real applications and return on investment.
Second, simplified offerings will also
go a long way in the year ahead. With a bevy of new technologies entering the
market each year, companies would be wise to be clear about the problems their
products are solving, the industries and verticals that they are operating in,
and the reasons why their offerings are better than competitors’. As evidenced by
the recent discourse around AI, the time for lofty promises is over and there
is pressure on the technology to demonstrate material benefit.
Finally, it’s vital to take the word “partner” seriously. These relationships
are meant to be symbiotic, and valued partners should be encouraged to lean
into their identities in a way that benefits all involved.
Staying future forward in 2025
As we look to the months ahead, the importance of channel
programs will only grow as companies seek solutions that allow them to remain
flexible and focused on achievable growth. Channel partners who espouse
authenticity, forward-looking technologies, and true collaboration will thrive
and set themselves up for future success. 2025 is nearly here, and while
uncertainty abounds, it should yield transformation for the channel and those
who rely on these integral services.
##
ABOUT THE AUTHOR
Michael Day, Global Vice
President – Partner Sales & Head of Sales LATAM and APAC
Michael Day
is the Vice President of Partner Sales at GoTo & Head of Sales for the
LATAM and APAC markets. In this role, Michael is responsible for the strategy
and execution of GoTo’s global partner program leading this Worldwide group
with a focus to identify more ways for the growing ecosystem of partners to
bring in more customers and increase revenue.
Michael is a
SaaS channel veteran bringing nearly 20 years of partner and sales experience
to GoTo. Most recently, Michael spent six years at RingCentral where he oversaw
their Global Partner Program. Prior to RingCentral, Michael was at SCRAM
Systems, a division of JD Edwards – PeopleSoft – Oracle, the leading provider
of software solutions for the criminal justice and government industry, where
he worked for over 13 years.
