Like any ecosystem, a reseller's very survival is entirely shaped by the ebbs and flows of its vendor partners. As incentives continuously shift to new technology areas and offerings, the channel is forced to reposition itself, or be swallowed up by those that can.
Despite this apparently symbiotic relationship between vendors and channel partners, there has always existed a disconnect between the wants and needs of both sides.
Where revenue targets have traditionally been used as a yardstick by vendors to measure a reseller's commitment and dedication, today that may not be the case. We've seen vendors trial different methods of incentivising their channel partners as new models such as subscription and as-a-service grow in demand.
Customer experience is now a yardstick which networking giant Cisco is currently playing with as an innovative way of measuring the success of its channel partners, while phrases such as "lifecycle services" are creeping into partner programmes.
Research by CPI, in association with PerksWW, has found that revenue targets are now considered the least appropriate way of measuring a partner's commitment to a vendor, while new metrics like customer satisfaction surge in popularity.
You can access our full findings on what the channel wants, and doesn't want, from their vendor partners here, after a short registration process.