The Modern Partner Opportunity

Less than 30% of partners have the in-house capability to properly support the buying cycles of the vendors they represent. Not just in terms of headcount, but in the systems, structure, and consistency required to stay engaged with buyers over time.

It’s a figure that cuts through a long-standing assumption in the channel that partners are the engine of demand. They are expected to generate pipeline, progress opportunities, and ultimately convert revenue on behalf of vendors. But from the ground, it looks very different.

Most partners are not built to run continuous, multi-touch engagement programmes because they are built to sell..  And that’s great; all the time, vendors only wish to leverage their existing customer relationships, but driving net new business is a different kettle of fish.

Why is this distinction important?

Partners can't rely on churning the same customers over and over again, every time a new technology comes along.  It requires a lot of persistent and continual effort on behalf of both the sales and marketing teams within the partner because a net new modern buying journey doesn’t align neatly with sales capacity. 

Buyers don’t move in straight lines, and they don’t wait to be contacted at the right moment. for a salesperson. They research independently, revisit problems over time, and engage only when something feels relevant. Staying visible throughout that cycle requires more than good salespeople; it requires always-on engagement, consistent messaging, and the ability to interpret signals as they emerge.

The realities for the average partner

Resource is the most obvious constraint. Building an internal function capable of managing ongoing campaigns, producing relevant content, analysing engagement data, and feeding insights back into sales is a significant investment. It’s not just about hiring one or two marketers; it’s about creating an operational capability that mirrors, in some respects, what larger vendors have spent years and millions building.

Then there’s the question of systems. Effective engagement today depends on integrated platforms that can capture behavioural signals, track activity across channels, and translate that into something actionable. Without that infrastructure, even the best intentions fall short. Activity becomes fragmented, insight is lost, and follow-up is often mistimed or misdirected.

The choices aren’t straightforward

Should they invest heavily to build this capability themselves? Or should they expect greater support from the vendors and distributors whose products they are representing?

Most cannot justify the investment required to do it properly, which can run into capital expenditure on headcount and systems running into six figures every year, plus associated budgets.  Margins are under pressure. Portfolios are broadening. And the expectation to support multiple vendors, each with their own messaging, priorities, and target markets, makes it difficult to focus resources in a way that delivers consistent return. Building a full-scale demand engine for each vendor simply doesn’t stack up commercially.

At the same time, relying entirely on vendor-provided campaigns or distributor-led activity has its own limitations. These are often periodic, product-led, and not always aligned to the partner’s specific market or customer base. They can create spikes of activity, but rarely sustain the kind of engagement needed to influence buying decisions over time.

Closing the capability gap to attract more vendor funding

Partners are expected to deliver outcomes without being given the means to do so effectively. The gap between expectation and capability is widening, not closing.

What partners need isn't more campaigns or more content - vendors usually have tons of it. They need access to a model that allows them to participate in continuous buyer engagement without carrying the full operational burden themselves.  

It means programmes that run beyond individual campaigns, maintaining presence in the market even when the partner isn’t actively driving activity. It means visibility into buyer behaviour that can be acted on, rather than retrospective reports that offer little practical value. It means shared infrastructure – just like the models they are used to selling themselves with SOC or IT support services – but for sales.  

A different way of thinking

The question should be less about whether partners should invest or expect support. It’s about how the channel restructures around a more realistic view of what partners can and cannot do alone.

Those that try to build everything in-house risk overextending themselves without achieving the scale required. Those who rely entirely on external support risk remaining reactive, rather than proactive.

The middle ground - where capability is shared, visibility is unified, and engagement is continuous - is where the model begins to make sense.  And is what makes it easier to back in the form of funding that in many cases, can become cost-neutral for partners.

Partner priorities

The ability to stay close to buyers throughout the cycle, without turning themselves into full-scale marketing organisations in the process.

Anything less, and the expectation to consistently generate a pipeline will remain exactly that: an expectation, rather than a reality

This whitepaper sets out what's needed for partners to win in the modern channel