CV_Fall_21

pandemic’s effect on buying patterns. More optimistically, channel firms are looking at several factors that could ensure future health. Most of the items pertain to the customer and the experi- ence and service the channel provides. Respondents predict positive revenue potential during the next two years from a variety of services offer- ings with cybersecurity topping the list (cited by 69 percent of respondents). Other services expected to generate solid customer business include cloud services (68 percent), data analyt - ics (68 percent), digital marketing services (66 percent) and emerging technologies (66 percent). Indeed, involvement with emerging technologies was another disruption that channel firms encountered in the past year. About one-third of compa- nies paused their emerging tech efforts temporarily or indefinitely and 6 percent pulled the plug entirely. On the positive side, 30 percent of companies stayed the course on what they were doing with emerging tech (actively selling, using internally or experimenting) and about 25 percent of firms ramped up their work in areas such as artificial intelligence, the internet of things, blockchain, drones and 5G wireless networks. Meanwhile, channel firms’ satis- faction generally with their vendors remains high, though not as high as in the past. A net 79 percent of respon- dents report being either satisfied or very satisfied with their vendors in the last two years. That’s lower than in previous years when the percent- age charted in the 80th-plus percen- tile. Asked what they want from their vendor partners, the most sought-after items are business-oriented: sales, marketing and operational training and services. This is forcing vendors to re-evaluate traditional partner program resources and incentives to meet new expectations. o Sourc Net Percent Increasing IT Operational Spending: All Sectors Source: Computer Economics, 2021 Factors Contributing to Increased Discussion of Partner Experience (PX) Source: CompTIA International State of Channel To Sour Top Priorities in Maintaining a Relevant and Future-Oriented IT Channel Source: CompTIA International State of Channel What, if any customers/ increasing n 76 9% 7% 5% 2% Roadmap Timeline Source: Gartner • Establish a cross-fun spanning security, ne workforce transforma branch office transfor • Develop an overall S and adoption timeline measurable goals • Phase out legacy ne VPN for third-party a • Consolidate SWG, C and RBI as contracts • Drivers Enable “b office of one” anyw anytime access • Consolidate vend reduce complexity costs including rep and dedicated circ • Shift security skill maintaining boxes supporting busine requirements • Adopt a zero trust posture to remote Timeline indicates when to 2021 37% 35% 33% 32% 30% 28% 26% 37% 32% 43% 36% 31% 32% 34% 29% 34% 33% 22% 41% 31% 24% 30% 30% 27% 18% 28% 34% 18% 2017 2018 0% 25% 50% 47% 47% 48% 54% 59% 75% 2019 2020 2021 60 50 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 Custom r experience (CX) as a competitive differentiator Commitm nt 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 Being the go-to trusted source for cybersecurity SP, MSP, Consultancy Vendor Other Tech/Digital Firm Net Percentage 55% 59 Fall 2021 | CHANNEL V ISION Will Be at Channel Partners! the following booths... Intelisys, Pax8, AppSmart, AVANT, and TBI. Join Us At COME FIND US Learn more by visiting our website at CableFinder.net