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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

Microsoft Reimagines Marketplace: A New Battleground for AI Agents?

Microsoft Reimagines Marketplace: A New Battleground for AI Agents?

Alex Smith, VP Ecosystems, Channels, and Marketplaces at Futurum, shares his insights on Microsoft's strategic move to unify AppSource and [...]

Xerox Q2 FY 2025 Results Show Stability as IT Solutions Revenue Surges

Alex Smith, VP & Practice Lead at Futurum, breaks down Xerox’s Q2 FY 2025 results, with IT Solutions revenue more [...]
Dell Tech World 2025 - Is it a Good Time to be in Hardware Again?

Dell Tech World 2025 – Is It a Good Time To Be in Hardware Again?

Alex Smith, Krista Case, and Olivier Blanchard from Futurum share their insights on the key themes and announcements from the [...]
Tariff Watch 2025 - Has the Tech Community Dodged a Bullet?

TariffWatch 2025 – Has the Tech Community Dodged a Bullet?

Alex Smith, VP Channels Research at The Futurum Group, shares his insights on how tariffs impact different technology sectors and [...]
Tech Leaders Navigate Fluid Tariff Environment

Tech Leaders Navigate Fluid Tariff Environment

Alex Smith, VP & Practice Lead, Channels and Go-to-Market at The Futurum Group, shares his insights on how technology leaders [...]
AWS Marketplace Expanding Its SaaS Catalog: Will This Drive the Next Boom?

AWS Marketplace Expanding Its SaaS Catalog: Will This Drive the Next Boom?

Alex Smith, VP Channels Research at The Futurum Group shares his insights on AWS’s decision to expand its Marketplace catalog [...]

The Latest NEWS

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...
Is a Platform Ecosystem the Most Important Moat a Tech Company Can Have - Report Summary
September 4, 2025

Is a Platform Ecosystem the Most Important Moat a Tech Company Can Have? – Report Summary

Alex Smith, Analyst at Futurum, shares insights on how platform ecosystems have become the most critical competitive advantage for tech vendors, creating a powerful flywheel effect that drives innovation, market...

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