By Martin Vilaboy CHANNEL MANAGEMENT While it may seem counterintuitive to hitch your hopes for business growth to the wagon of what can only be described as a “competitor,” that is precisely what is taking place in the channel at an accelerating rate. Of course, the concept of “ecosystem partnerships” isn’t exactly novel. For the past few years within the IT and communications channels, we’ve heard about advisors, agents and MSPs with varying expertise and offerings teaming up to fill gaps in portfolios or co-deliver adjacent services. This could be as simple as a referral deal, whereby one consultant is paid a referral fee for recommending another channel firm, or it could include, say, a UCaaS specialist who brings in a trusted cybersecurity advisor to offer a customer a combined, more complete package. What’s more unique to today is how market conditions are forcing channel partners to reconsider the necessity 34 CHANNELVISION | JANUARY - FEBRUARY 2025 Ecosystem Embrace Partner ecosystems set to expand in 2025
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