CompTIA states that when it refers to “a return to strategy,” revenue growth expectations are a major indicator of a company’s ability to execute. For 2022, execution means pivoting to a services-based business, getting serious about emerging tech opportunities, and doubling down in a more sophisticated way with cybersecurity efforts and offerings. Of all the indicators of a return to strategy by channel partners, budget forecasts for 2022 are the most apparent — especially when compared with projections made a year ago. A majority (53 percent) of channel companies expect to have higher tech budgets, while only 28 percent did last year. More money in budgets generally means more spending. This development, if it occurs, most likely signals a return to initiatives such as entering new markets, branching into new services and skills, hiring, recruiting and investing more in sales and marketing. Indeed, channel partners in 2022 are committing to extending and growing their portfolios. Nearly four in 10 say they are pushing ahead with what they have now, while nearly half (49 percent) of the CompTIA channel respondents said they are focusing mostly on new areas such as emerging technologies or paying equal attention to new and existing lines of business. The channel also is optimistic on expectations for revenue growth during the next two years for existing products and services offerings. Three quarters of respondents predict moderate to significant growth in these areas, while just 7 percent forecast a decline in sales. Among the largest companies in the channel – more than 100 employees – one-third expect significant growth from their solutions and services sales in the coming two years. Many of these firms have experienced a clamping down because of supply chain issues during the pandemic and reticent customers spending. Given the choice to specialize, 57 percent of the channel partner respondents said they will go deeper into a specific technology, while 27 percent said they will focus on a vertical. While half of respondents believe funding is where it should be across all five functional areas surveyed (sales, marketing, operations, finance, tech support), sales and marketing rate highest as areas being shortchanged. Marketing is an obvious one for this distinction. For many channel firms, this activity always has lagged in resource allocations and general attention. Few channel firms employ a full-time marketing staffer, and the discipline often has been overlooked. On the bright side, data of the last several years shows a more concerted effort around marketing, messaging and branding – all keys to creating “top of mind,” leading to success. o 53 JANUARY - FEBRUARY 2022 | CHANNELV ISION
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