The New Rules of Technology Partnerships
A Practical Guide to Evolving Partner Economics
The best channel programs recognize that partners succeed by creating value for each other.
But as enterprise technology vendors transition from perpetual licenses and hardware sales to cloud, subscription, and usage-based services, traditional channel programs are becoming increasingly ineffective.
Successful partner ecosystems now depend on much more than reseller discounts. They require new commercial models that clearly define billing ownership, customer relationships, service delivery, compensation, and long-term accountability.
Drawing on current partner programs from Microsoft, AWS, Google Cloud, Cisco, HPE, Dell, NetApp, Lenovo, Pure Storage, and Nutanix, along with industry and academic research, this paper examines the operating models, partnership structures, and governance practices shaping modern technology channels.
It also provides practical recommendations for designing partner programs that align incentives, reduce channel conflict, and build sustainable recurring revenue in cloud-first markets.
Download the white paper to learn how leading technology companies are redesigning their partner ecosystems and how to apply those lessons to your own channel strategy.
Download the White Paper