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