Competition in the channel is tighter than ever, with organizations fighting for customer mindshare and wallet share. But at its core, the channel is built on trust and collaboration – not competition. Companies that win the most tend to align closely with partners through joint business planning, shared strategies and complementary services. This kind of alignment not only strengthens customer outcomes but creates durable relationships that drive sustainable growth and long-term success. By staying aligned, organizations have the opportunity to unlock collective success and scale more efficiently. Alignment is also necessary for attracting and retaining top partners. A recent Channelnomics survey found that nearly half (48 percent ) of channel chiefs and program managers believe joint business planning is a defining quality in partners. Channelnomics notes that vendors still value partners who are technically capable of selling their products but increasingly prioritize those who invest in building structured go-to-market strategies. “Business plans chart a series of coordinated actions, assign investment and resource commitments, and establish measurable performance goals,” explains Channelnomics, adding that “previous Channelnomics research found that partners with business plans consistently outperform those without them.” Driving Strategic Alignment The truth is, alignment is easier said than done. Despite the clear advantages that come from strategic partnerships, many organizations are still operating in silos and with conflicting agendas. Competing priorities among vendors, MSPs and resellers – particularly around product adoption, service delivery and margins – can pull partners in different directions and distract from what really matters, which is serving the end-customer. It’s easy to suggest that communication and planning can lead to better outcomes. But in the channel, this is only part of the equation. According to C3 Complete director of business development Darin Gull, success ultimately depends on who you choose to partner with. The trusted allies you select – and the quality of their services and decisions – will directly shape your results. “At C3 Complete, we focus on creating symbiotic relationships based on shared values around core areas like CX, security and efficiency,” Gull explained. “Partners must be on the same page about fundamental values. If even one team is misaligned, it can derail your entire strategy and reputation.” At CVxEXPO25, Gull will lead an interactive panel discussion along with Telesystem that provides practical ways companies can develop trusted partnerships that nurture and enhance customer relationships. One topic that Gull will address is outcome-based partner selling, which is still underutilized despite being a major buzzword. “It’s not about throwing your whole solutions stack at the customer,” Gull explained. “We’re in the business of consulting and solving problems – not selling. That means listening, understanding each customer’s goals and putting the right pieces together. To keep customers, you have to play the long game.” Gull also will explain how MSPs can partner to extend their services and boost availability. Many MSPs – especially smaller companies – are struggling to keep pace with rapid change and intensifying competition. The session will provide actionable insights to help MSPs modernize their offerings and stand out in a crowded market. “Increasingly, MSPs are being asked to drive growth and transformation,” Gull added. “But they also need practical ways of delivering foundational needs like disaster recovery, compliance and proactive security. These responsibilities are much easier to fill when you work with partners who can fill gaps and act as a direct extension of your brand.” Start the Conversation at CVxEXPO The bottom line is that misalignment and poor planning are some of the biggest pain points among channel partners today. When left unaddressed, they can create friction and stall growth – and even lead to customer loss. This sets the stage for an engaging and productive conversation around alignment at CVxEXPO25. Gull is encouraging partners to come to Glendale ready to ask questions and share insights about their experiences. “Bring us your biggest challenges and success stories and come ready to ask questions,” Gull said. “This will be a can’tmiss session at CVxEXPO25.” o “The Partnership Advantage: Aligning Vendors, MSPs, and Resellers,” will take place Tuesday, Nov. 4 at CVxEXPO25 in Glendale, Ariz. in the Aurora B room. By Gerald Baldino Winning Together When MSPs, vendors and resellers align, everyone benefits Common Attributes of Best Channel Partners Commitment to business plans 44% Average sale size 28% Gross sales 25% Annual sales growth 19% Customer satisfaction 16% Sales volume consistency 16% Renewal rates 13% Technical certification 9% Profitability (to the vendor) 9% Sales frequency 9% Vertical specializations 3% Technical specializations 3% Source: Channelnomics survey of vendor channel managers CHANNEL MANAGEMENT 46 CHANNELVISION | FALL 2025
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