Co-Sell & Marketplaces

For many years, partner programmes have been managed with broad tiering systems and static certifications. Vendors place partners into categories, set volume-based thresholds, and rewarded them with incentives.

The assumption was simple: more partners meant more growth.

Now, evidence-based insight and precision profiling are transforming how vendors manage partner performance because the traditional model no longer fits the reality of the channel. Seventy per cent of global IT spend is now delivered or influenced by partners, but very few vendors have true visibility into what those partners are doing day to day.

The question is, do you really know which of your partners is driving renewal and expansion,  or even if they are prioritising a competitor's offer over yours?  Without reliable data, it is easy to mistake activity for impact where the danger is that resources are directed toward partners who are loud rather than partners who deliver measurable value.

The Risk of Blind Spots

Blind spots in partner ecosystems are costly. Market development funds often go unclaimed or are invested in poorly targeted campaigns. High-potential partners remain hidden because vendors do not know where to look. And those in positions of influence can promote competitor solutions with little visibility or consequence.

Ask yourself: how well do you know how your partners are promoting your products and services? Could you be missing untapped value in relationships that have been left on the margins?

A Data-Led Shift

Leading vendors are replacing intuition with evidence. By aggregating data from multiple sources, they are building a unified picture of their ecosystems. Performance heat maps show where growth is happening and where it is being lost and precision profiling categorises partners by capability, platform alignment, and solution focus.

This approach highlights not only who the top performers are but also who is falling short, and more importantly, why. It brings clarity to decisions about where to invest, who to enable, and which conversations need to take place.

Continual Assessment for Continual Growth

Ecosystems are not static. A partner who is under-performing today may be one investment away from a breakthrough tomorrow. Conversely, a partner who looked strong last quarter may now be prioritising a competitor. Continual assessment allows vendors to keep pace with these shifts.

By monitoring marketplace activity, promotional behaviour, and customer alignment, vendors can adapt quickly. Do you have the processes in place to see these changes as they happen?

The Value for Channel Leaders

For channel leaders, the benefit of this data-led approach is not abstract. It means being able to sit down with a partner and talk about measurable outcomes rather than vague commitments. It means knowing which partners to prioritise, which to challenge, and which new relationships are worth pursuing.

The old way of working was built on broad categories and annual reviews. The new way is built on precision and real-time intelligence. The difference is not marginal; it is transformative.

As plans are being drawn up to deliver 2026 strategies, the question is simple: do you really know what your partners are doing for you? If you can’t answer with confidence, your biggest opportunity lies in making data the cornerstone of your channel strategy.

The good news is you don’t need to wait or build complex systems to get there, it’s available, ready to go, and delivered as a service, complete with SLAs and there’s no additional overhead or infrastructure required.