COMMENTARY: Channel partners are essential in guiding businesses to make informed, strategic technology decisions. Through deep industry and domain expertise, many channel partners have established themselves as trusted advisors - and are now wading into the territory of becoming true "success partners" for businesses. This subtle shift indicates the breadth of impact that channel partners can have in the B2B world.
This relationship is non-negotiable. To maintain and enhance their value to businesses in 2025 and beyond, channel partners play a key role in helping customers navigate the emerging world of AI. Over 40% of channel partners are optimistic about the business potential that AI presents. While it offers tremendous opportunities, AI also carries inherent risks and challenges. In this dynamic landscape, customers need expert guidance.
Channel partners will play a vital role in helping both current and prospective customers navigate the complexities of the rapidly evolving AI landscape by taking the following key actions.
Lead with the value, not the tech
Most channel leaders have heard some version of the following adage during their time in the industry: Don’t install technology for technology’s sake. Whether selling a hammer and a nail or a complex computing or security solution, understanding what the customer needs and what drives their final decisions is imperative to successful relationships. That has not changed with AI.
One of the biggest challenges with AI is that it is hard to explain. Furthermore, its benefits evolve over time, meaning the answers to questions today may not be the same as they will be tomorrow. To help customers understand the value of AI and assist them in navigating previously uncharted waters, channel partners must always bring the conversation back to the value of the solution.
AI should be deployed for specific reasons: to solve customer pain points, enhance productivity, or achieve measurable improvements such as a reduction in operational costs or an increase in customer retention rates. In most cases, the goal is to enhance the user, and potentially the customer experience, which may involve customization on an individual level. Do not lose sight of that vision by getting caught up in the hype around the technology itself. Looking back through the years, we have seen similar inflection points with remote computing, the advent of 5G, and many more. Keep those times top of mind.
Offer continued support versus a one-and-done approach
AI is not a one-and-done solution. AI is evolving. AI is iterating. AI applications are changing every day, as are its use cases, and guardrails within which AI use resides. Channel partners excel through fostering relationships and ensuring a seamless experience beyond the initial sale—checking on deployments, assisting with ongoing patches and updates and providing support and troubleshooting to address any issues that arise. Why would AI or AI-assisted solutions be any different?
As AI capabilities are tested, new challenges will arise - many of which we have faced before, and others that are entirely new. Businesses will need help evaluating which AI solutions are right for them — and where they can realize the most value, and how that is likely to change over time.
Customers are not going to be well-equipped to answer these complex questions on their own. They will turn to experts or channel consultants for help.
Channel partners get prepared. And channel leaders, equip your teams to meet the challenge. Promote continuous learning ¾ and stay informed on the latest AI developments. Digitize marketing and sales materials so they can be easily updated as AI functionality and capabilities shift. Ensure materials are easily accessible to those on the frontlines influencing customer decisions.
With new AI-related updates, products, and services hitting the market every day, channel leaders can build long-lasting customer relationships by staying informed about the latest trends and proactively identifying the value that AI brings – even before the customer asks. Partner portals are essential. Make sure they evolve as offerings expand.
Side note: AI also opens recurring revenue opportunities and intentional touchpoints that can be used to grow the business. For example, with the deployment of AI comes a greater need for support with data capture, data analytics, and data stewardship. Channel leaders should ask themselves: “Are there new services or offerings that can support this demand?”
Partner with the right vendors for success
A lot is said about how important channel partners are to business. Having spent close to three decades in this space, I can attest to that. According to a survey of more than 1,000 technology resellers, systems integrators, service providers, and managed service providers, nearly three-quarters of information technology spend was driven by partners in 2024. And with half of respondents planning to offer AI in the next two years, the importance of collaboration and trust between vendor and channel partner has never been higher.
Channel partner and end customer relationships continue to evolve ¾ and so too must the relationship between vendor and channel partner. In the same way vendors rely on channel partners, channel partners will need to rely on trusted vendor networks that deploy AI solutions that benefit the end user.
The importance of trust has been validated. Studies show that B2B buyers are increasingly making purchase decisions based on trust and personal values. In 2024, personal drivers (including values, ethics, and knowledge) outweighed professional factors (such as pricing). Do not take this lightly as the channel embraces AI solutions in the new year. It is just as much about the AI solution as it is the trusted partnership.
Final thoughts for the new world of AI
As we step into the future, AI presents both immense opportunities and new challenges for channel partners. It is no longer about keeping up with technological changes—it is about leading the charge and helping customers harness the true potential of AI. Channel partners have the unique opportunity to guide businesses through this transformation, turning AI into a powerful driver of value and innovation.
Focusing on real outcomes, fostering deeper and sustaining customer relationships, and staying ahead of evolving needs will position channel partners as indispensable strategic allies. Continue to seek a deeper understanding of your customers' business. Recognizing pain points and building strategies to address them will always be a necessity. However, continue to look for opportunities to evolve the customers business. Explore the offerings, expand your outlook enough to provide valuable insights and stay curious.
The road ahead is filled with promises. Those who embrace AI with intention and foresight will help their customers thrive and secure their place at the forefront of an AI-driven world. As ChannelE2E highlights in its 2025 predictions, added value, customer outcomes, and growth will define the channel’s future.
Channel leaders should take the next step and act now. Whether it is upskilling teams on AI solutions, investing in AI-driven products, or deepening their partnerships with vendors. Do not wait for AI to catch up with you. By preparing for AI's potential today, you will unlock the ability to drive real change tomorrow.
ChannelE2E Perspectives columns are written by trusted members of the managed services, value-added reseller, and solution provider channels or ChannelE2E staff. Do you have a unique perspective you want to share? Check out our guidelines here and send a pitch to [email protected].
