In times of uncertainty, investing in partnerships and sharing ideas with the channel ecosystem stands as the key to overcoming current business challenges.

After the difficulties experienced during the pandemic, the current macroeconomic situation, dominated by uncertainty and falling demand, presents new challenges for organizations in the IT channel. How can partners continue to build their growth and profitability when external conditions are difficult?

Currently, three major challenges have been detected that can have a significant impact on partners, suppliers and their respective customers: an imminent threat of recession, the growing cost of doing business, and the increasing need to move towards digital transformation.

These three challenges combined require great efforts on the part of companies, since business in the channel oscillates between investing in the latest technology, reducing costs and consolidating operations. Consequently, addressing these three challenges may affect the prospects of channel professionals for the coming year.

More than 40% of channel partners globally expect the profitability of their business in 2023 to be flat or declining

According to recent Canalys research, more than 40% of channel partners globally expect their business profitability in 2023 to be flat or declining compared to 2022.

However, the channel must remember that it has faced similar challenges before and facing new challenges means seizing new opportunities. IT partners can continue to drive profitability by understanding the issues their customers are facing as a result of economic challenges, and add value through support.

Partnerships, the key to facing new challenges

Vendors, partners, and their customers are experiencing essentially the same difficulties today. However, the channel can rely on the strength of their partnerships and the ecosystem of channels to share ideas, get support and overcome challenges.

Collaboration and knowledge are some of the best ways to help share best practices and build trust.

The tools and platforms available to channel partners allow them to deliver great customer experiences.

Bearing in mind that the market for network as a service (NaaS) has a compound annual growth (CAGR) of about 28% between 2022 and 2028, the year in which it will reach 47,000 million dollars in 2028, the programs are adapting and optimizing.

This is intended to help partners grow to offer network services that extend from the traditional reseller path.

NaaS is also an attractive option for end customers who want to take the stress out of managing the network themselves. In addition, it can also mitigate the problems of skills shortage present in many IT equipment today.

They also can, and should, use any vendor training offered to them and explore not only solution-related resources, but other elements of the business, such as marketing, customer service, and sales techniques. This will allow to deepen the understanding of more elements that will help to offer the best customer experience.

And, although it seems obvious, it must not be forgotten that partners must understand the solutions they are selling. Internal training is often overlooked in the quest to produce satisfied customers. Especially in today’s climate, customer needs are changing based on current threats in the marketplace, not to mention increasing pressure to cut costs, save energy, and choose ethical software and hardware that conform to industry standards. sustainability.

Turn challenges into opportunities

Although it may seem overly optimistic to say that today’s market may present opportunities for profitability, clients need expert channel advice now more than ever.

During the pandemic, while it was a challenging time for many partners, the pressure of the market environment was a catalyst for change, and many companies were able to adapt and thrive. Similarly, the channel can use current changes in the market as an opportunity to adapt, meet the needs of its customers, and adapt the customer experience to support these new challenges.

Clients will seek partnerships with partners and distributors for advice on the best methods to make their networks more efficient and effective

Customers view channel partners as trusted advisors. A crucial element for profitability is keeping costs low while driving sales. In this way, customers will look for partnerships with partners and distributors so that they can advise them on the best methods to make their networks more efficient and effective.

Partners can use their expertise to tailor a customer’s network solutions to find technology that can help save energy and create a more efficient infrastructure that supports their energy goals. cost effectiveness.

In addition, they can provide insight and advice on the best solutions to help customers reduce costs and increase their own profitability by using today’s challenges as an opportunity to deliver great customer experiences and be indispensable as a value-added service provider.

initial image | Natalie Pedigo