CV_Fall_21

hardest by the pandemic (hospitality and retail, for example). Four in 10 executives express concern about the continuing impact of COVID- 19 on customers’ ability or willingness to invest in new technology solutions. Channel Health In regard to actual channel “health,” answers reflect on how rapidly the indus - try is evolving. Nearly half (46 percent) of respondents believe the channel remains relevant and holds steady in its current form. Another 44 percent agree on relevance, with the caveat that the channel is changing rapidly. “This latter attitude is most likely based on the expanding fabric of the channel, with new business models unleased by cloud computing, the ubiquity of consulting-only services and the emergence of non-traditional players as purveyors of technology products and services,” said Carolyn April, senior director for industry analy- sis at CompTIA. Some 7 percent of respondents suggest diminished relevance of the indirect sales channel. A concern expressed among respon- dents was that certain factors pose challenges to future prosperity. Forty- three percent say running an SMB in a world of scale and big tech poses the greatest challenge for the channel. This concern speaks to the rise of e-commerce marketplaces that make sourcing options for custom- ers a click away. CompTIA cites Forrester as predicting that 17 percent of all transactions would be through e-commerce and marketplaces by 2023. The research firm also expects that percentage to grow because of the INTERNATIONAL AGENTS Majority Affirm IT Channel Relevance ... But Mixed Feelings on State of Change Source: CompTIA International State of Channel Overall ANZ BeNeLux Canada UK US Factors Contributing to Increased Discussion of Partner Experience (PX) Source: CompTIA International State of Channel Top Priorities in Maintaining a Relevant and Future-Oriented IT Channel 44% 46% 10% 43% 51% 6% 53% 32% 14% 47% 43% 10% 56% 38% 37% 6% 11% 52% 37% 35% 33% 32% 30% 28% 26% 37% 32% 36% 31% 32% 34% 29% 34% 33% 22% 31% 24% 30% 30% 27% 18% 28% Relevant and changing rapidly Relevant and holding steady Only somewhat relevant and diminishing or unsure Recognition of great customer experience stems from great PX Digital transformation shifting focus on business of tech Generation Y and Z have different expectations Customers self-provisioning changes types of needs from partners/vendors Shifing balance of power between vendors and partners Diminishing focus on traditional partner program Incentives Top-notch partners cannot be taken for granted Customer experience (CX) as a competitive differentiator Commitment to emerging technologies Commitment to Diversity, Equity, Inclusion (DEI) Increasing investment in marketing/improving markting effectiveness Consulltative selling aligned with shifting customer demographics and buying behaviors Improved efforts to narture next generio of SP, MSP, Cosultancy startups SP, MSP, Consultancy Vendor Other Tech/Digital Firm 58 CHANNEL V ISION | Fall 2021