Channels and Go-to-Market

Vendors are increasingly adopting indirect go-to-market strategies and ecosystem partnerships to address economic pressures and growing IT complexity. As IT environments span multiple clouds and architectures, no single vendor can meet all customer needs, making partnerships essential. Key trends for 2024 include prioritizing top-performing partners, emphasizing partner competencies, and investing in new alliances like AWS and Salesforce. Cloud marketplaces are becoming critical routes to market, offering cost-effective access for ISVs, despite operational challenges. Meanwhile, large resellers are transforming into service integrators, reshaping business models, and targeting specialized firms, while legacy GSIs struggle with reinvention amid rising costs and legacy burdens.

When working on strategy, product, marketing, and sales initiatives, consider intelligence from our expert analysts – planned deliverables for 2025 include:

  • Analyst Insight (monthly) – an analyst report on critical issues facing partner leaders
  • Futurum Partner Advisory Board Insight (bi-annual)  – analyst report highlighting the key learnings from discussions with a select group of partner leaders
  • Chief Partner Officer Advisory Board Insight (bi-annual) – analyst report highlighting the key learnings from discussion with a select group of partner teams (from vendors)
  • Market Data (bi-annual) – market sizing & five-year forecast of key technology sectors by RTM
  • Partner Survey (annual) – a survey of IT partners assessing key issues they are facing and opportunities they are focused on
  • Inquiry Sessions (ongoing) – one-on-one time with our expert analysts to explore your challenges and opportunities

THE LATEST INSIGHTS ON Channels and Go-to-market

By Excluding “Soft” Services and Working on a Project Basis, SOUTHWORKS Offers a Completion-Focused Model for Engaging an External Firm on Application Development
Guy Currier, CTO of Visible Impact at The Futurum Group, shares his insights on the model provided by app dev services firm SOUTHWORKS for leveraging the expertise and reliable output of a service provider without creating ongoing dependencies that can delay release or cause lock-in.
The Futurum Group’s Guy Currier and Paul Nashawaty share their insights on the recent announcements on Nutanix’s Run Anywhere customer strategy from Nutanix .NEXT 2024.
NKP Marks a Significant Stride for Nutanix in Its Mission to Empower Customers to Seamlessly Deploy Applications Across Diverse Environments
The Futurum Group’s Guy Currier and Paul Nashawaty share their insights on the recent announcements from Nutanix .NEXT 2024.
The Futurum Group’s Guy Currier provides his insights into the advancements in the creation and operation of applications and their foundational data, along with AI, showcasing the rapid progress being made in cloud and application development.
Oracle’s OCI Supercluster Offers Scalable, Secure Infrastructure for Enterprises To Manage Their Own AI, Tackling Cost And Data Privacy Issues
The Futurum Group’s Guy Currier and Steven Dickens discuss Oracle CloudWorld's latest: the OCI Supercluster. This offering aims for scalable, secure AI infrastructure that tackles enterprise concerns such as cost and data privacy.
Oracle Successfully Migrates Loblaw’s Large SAP Database To OCI, Boosting Performance
The Futurum Group’s Guy Currier and Steven Dickens look at the latest announcements from Oracle CloudWorld, including Oracle's successful migration of Loblaw's complex SAP system to its OCI.

The Latest NEWS

Futurum Research Unveils 5 Key Predictions Shaping the 2025 Partner Ecosystem

Futurum Research Unveils 5 Key Predictions Shaping the 2025 Partner Ecosystem

Alex Smith, VP Channels Research and Tiffani Bova, Chief Research Officer at The Futurum Group share their insights on major themes that will impact channel…

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