Ecosystems, Channels, & Marketplaces

Winning with Channels, Marketplaces, and Next-Gen Partners

Enterprise Applications are the lifeblood and framework for accomplishing work in the modern organization. We examine 12 categories of applications used in the enterprise, including Enterprise Resource Planning (ERP), Customer Relationship  Management (CRM), Workplace Collaboration, Human Resources, Supply Chain & Logistics, Analytics & Business Intelligence  (BI), Project & Portfolio Management (PPM), Industry/Vertical-Specific Applications, and Communication Services, and delve into how they shape the broader enterprise information architecture. We also focus on the underlying technologies and systems that power these applications, including artificial intelligence and automation, and assess how trends in employee engagement and experience impact the market. 

When working on strategy, product, marketing, and sales initiatives, consider intelligence from our expert analysts – planned deliverables for 2026 include:

  • Market Data – bi-annual market sizing & five-year forecast  
  • Decision-Maker Survey – bi-annual IT Decision Maker survey  
  • Analyst Insight Report – a report on critical issues in the industry  
  • State of the Market Report – a report on technology, markets, products, and vendors
  • Futurum Signal Report Access – any Signal Report published in the relevant practice area

The Latest Insights On Ecosystems, Channels, & Marketplaces

Canonical’s Ubuntu TPU Optimization Shows the Coming Structural Shift in Enterprise AI Infrastructure

Canonical’s Ubuntu TPU Optimization Shows the Coming Structural Shift in Enterprise AI Infrastructure

Guy Currier at Futurum examines Canonical’s launch of optimized Ubuntu images for Google Cloud TPU virtual machines and its strategic [...]
Futurum Tech Vanguards Index Reveals Positive TTM Revenue Growth

Is Micron at the Center of the AI Universe? A Trillion-Dollar Cap Suggests Yes

As Micron hits $1T, the Futurum Tech Vanguards index reveals a strategic shift to memory, with positive growth across all [...]
Dell’s New Partner Program Blueprint for the AI Era

Dell’s New Partner Program Blueprint for the AI Era

Alex Smith, Analyst at Futurum, shares his insights on how Dell's massive partner program updates announced at Dell Technologies World [...]
Qlik’s CEO Transition and the Coming AI-Driven Shakeup in How Companies Build and Pay for Software

Qlik’s CEO Transition and the Coming AI-Driven Shakeup in How Companies Build and Pay for Software

Guy Currier, Chief Analyst, Visible Impact at Futurum, Qlik's leadership transition reflects how agentic AI is disrupting software pricing, token [...]
Agentic AI

Will Workday’s Agentic Power-Up with External Service Orchestration Build More Pan-Enterprise Credibility?

Guy Currier, Chief Analyst, Visible Impact & Research Director, Ecosystems, Channels, & Marketplaces at Futurum: Workday's agentic AI strategy, powered [...]
Sovereign Cloud

Can NetApp and Google Cloud Redefine Distributed Cloud Data Infrastructure for the AI Era?

NetApp and Google Cloud partnered to deliver unified sovereign cloud infrastructure for government agencies and regulated enterprises, integrating NetApp's data [...]

The Latest NEWS

Marketplace Ecosystem Map Companies Reshaping Software Buying - Report Summary
March 26, 2026

Marketplace Ecosystem Map: Companies Reshaping Software Buying – Report Summary

Alex Smith at Futurum shares insights on the transformation of the enterprise technology marketplace into a complex ecosystem of Hyperscaler, SaaS, Agentic/LLM, and Distributor archetypes, reshaping software procurement....
Co-Sell Support Jumps 14.6 Points to 39.2%, Displacing Developer Tools as Channel Partners' #1 Vendor Priority
March 4, 2026

Co-Sell Support Jumps 14.6 Points to 39.2%, Displacing Developer Tools as Channel Partners’ #1 Vendor Priority

Futurum survey of 400 channel partners finds channel partner co-sell demand surged to #1 vendor priority while training collapsed to last, as portfolio competitiveness anxiety doubled....
Hyperscaler Marketplaces Are the $5.3B Growth Engine for Business Apps
February 4, 2026

Hyperscaler Marketplaces Are the $5.3B Growth Engine for Business Apps

Alex Smith and Keith Kirkpatrick at Futurum share their insights on enterprise software growth through hyperscaler marketplaces....
The Journey to Agentic Commerce Has Begun, and Marketplaces Will Be at the Nexus – Report Summary
January 8, 2026

The Journey to Agentic Commerce Has Begun, and Marketplaces Will Be at the Nexus – Report Summary

Alex Smith, analyst at Futurum, shares insights on how autonomous AI agents and new interoperability standards are redefining B2B transactions and positioning cloud marketplaces as the nexus of the digital...
Hyperscaler Marketplace Spending Surges as Enterprises Shift Software Budgets
December 17, 2025

Hyperscaler Marketplace Spending Surges as Enterprises Shift Software Budgets

Alex Smith, Research Director at Futurum, shares insights from new research showing hyperscaler marketplace spending surpassing $21B in 2025 and accelerating toward $42B by 2029 as enterprises shift software procurement...
Are Partners Ready to Engineer the Next Wave of AI Data Center Disruption - Report Summary
November 21, 2025

Are Partners Ready to Engineer the Next Wave of AI Data Center Disruption? – Report Summary

Alex Smith, Analyst at Futurum, shares his insights on how channel partners must evolve beyond product resale to master complex engineering skills for the expanding AI data center market, including...

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