The channel market is more competitive than ever. With more vendors vying for their attention, expanding SaaS portfolios and constantly evolving partner programmes, top-performing partners have more choice than ever before. In the middle of it all, they’re making strategic decisions not just based on product, but on which vendors make it easiest to succeed.
In this environment, vendors can’t afford to be another name in the mix. To stand out, they must build relationships that aren’t just transactional, but strategic, mutually beneficial and built for the long haul. That means reducing complexity, making it easier for partners to do business with them and proving – through actions, not just words – that they’re invested in joint success.
The reality is that ecosystems are changing market leadership. McKinsey calls it the "biggest economic shift in history", and predicts they’ll drive 30 per cent of global GDP by 2030. In a market moving this fast, trust and simplicity are key in turning vendors from an option into a priority.
Winning partnerships
For years, channel strategy has focused on scale. Previously, more partners meant more revenue. But today, volume alone isn’t enough. Partners have multiple options, and if your programme is just another checkbox exercise – too complicated, too rigid or too focused on vendor priorities – they’ll move on quickly. Winning in the Channel requires something different: relationships that help partners succeed, reduce friction and make them want to work with you.
The best partnerships work because both sides are aligned on what good looks like. This might seem obvious, but too often, vendors assume that their definition of success – revenue growth, market expansion – is naturally shared by their partners. In reality, partners have their own priorities, which can vary based on size, market focus, business model and customer base.
At the same time, partner programmes can quickly become a maze of deal registrations, rigid tiers and shifting requirements. When partners struggle to get the answers they need, when pricing changes without warning, when training feels like an obligation rather than an enabler, engagement starts to decline. Every unnecessary hurdle makes it easier for partners to deprioritise the relationship – sometimes gradually, sometimes all at once. It’s no surprise that despite their promise, 80 per cent of B2B partnerships fail to deliver the expected results.
Cutting the complexity
The vendors that cut through are the ones that simplify, stripping away complexity so partners can focus on selling, not navigating bureaucracy. This starts with listening. Instead of layering on more requirements, vendors need to take a step back and ask: what actually moves the needle? What do partners need to close deals faster? What’s causing unnecessary friction?
In other words, no fluff. Vendors need to listen carefully to their partners' needs if they want to create long-term, mutually beneficial relationships that allow partners to stand out in the market. Exclaimer takes pride in its simple approach to partnerships, mirroring the simplicity of its product. A vendor that provides clarity, consistency and straightforward engagement will always have an edge over one that overwhelms partners with unnecessary processes.
Reducing complexity also extends to how vendors help partners build their brand and pipeline. Sixty eight per cent of marketing leaders view vendor marketing support as a critical factor in their success, yet many still treat it as an afterthought. Misaligned, overly prescriptive or difficult-to-execute co-marketing creates as much friction as a poorly-structured sales programme. The best vendors take a different approach, offering actionable support that meets partners where they are. That means delivering campaigns that are easy to customise, giving partners access to quality content and lead-generation tools, and providing guidance rather than just funding.
Building trust that lasts
Trust isn’t built through incentives alone – it comes from consistency, transparency and a genuine commitment to partnership. Eighty four per cent of channel partners consider trust the most important factor when choosing a vendor, yet too many vendors overlook what actually builds it. One of the simplest but most effective ways to strengthen trust is through honest, two-way dialogue.
This means creating spaces for discussion advisory boards, one-on-one check-ins, open forums – where feedback is acted on. It also means having transparent conversations when changes happen. The vendors that build lasting trust bring partners into conversations early, explain the reasoning behind decisions and, when necessary, adjust course based on partner input.
This is particularly relevant as younger generations move into leadership roles within channel businesses. Millennials already make up the majority of the workforce, and Gen Z is now stepping into decision-making positions. Having grown up in a digital-first world, they expect open communication, fast responses and seamless access to information. They aren’t willing to navigate unclear processes or accept decisions made without collaboration.
Too many vendors think of partner relationships as a pipeline to manage rather than a network to nurture. But partners aren’t just an extension of your sales team – they’re running businesses of their own, with their own priorities, challenges and choices. Vendors that treat them like true collaborators, not just another channel, will be the ones that build lasting loyalty.