New channel partner opportunities and the rapid shift to sector specialisation
Overview
Helen Imms, Partner Acquisition Lead at Vodafone Business, investigates the changing expectations of end users and the growing need for partners to become sector specialists. In this article, Helen will uncover results from our Partner of the Future survey and explore:
Why specialisation is becoming the key to future success for channel partners
How you can position yourself as an expert in your chosen verticals
The essential tools and support you’ll need to thrive in this new era
From generic solutions to tailored specialisation
Many end users are no longer satisfied with generic, off-the-shelf solutions. They want tailored, industry-specific offerings that address their unique challenges.
Channel partners and technology enablers have evolved from selling products to actively addressing current business needs. Today, they occupy an advisory position and an extension of clients’ businesses. Relationships that were once transactional now prioritise long-term customer goals.
Our Partner of the Future research shows that 74% of end users prefer to work with vendors who specialise in their industry. For channel partners, this means the days of being a one-size-fits-all service provider is changing. Future success requires deep knowledge, specialisation and tailored solutions that meet the specific needs of your customers’ industries.
By specialising in key industries, you’re ideally placed to understand your customers’ challenges and position your business as a trusted advisor. As a result, you’ll stand out in a competitive market by offering bespoke solutions that no off-the-shelf approach can match.
Why specialisation matters
The demand for more complex and industry-specific solutions is growing. End users increasingly expect technology partners to understand not just their technology needs, but the broader context of their industry. That could be regulatory constraints, operational challenges or underlying sector-specific trends.
During our research, 84% of channel partners told us that they see specialisation as essential for staying competitive in the future. What’s more, 70% expect to have to remodel what they’re traditionally known for.
Becoming a known expert for a specific vertical means you’re better equipped to navigate challenges and provide tailored solutions.
For example, a channel partner specialising in the retail sector might concentrate on implementing AI-powered inventory management systems, to reduce waste and optimise the supply chain. They could also enhance in-store experiences through IoT-connected devices, utilising smart shelves or personalised shopping apps.
This tailored approach not only gives you a competitive edge and builds trust, but it also ensures your solutions are relevant and future-ready. It’s the difference between being just another supplier and taking on the role of a long-term innovation partner.
The shift is already happening
For channel partners, the move to specialisation is happening now. Our research shows that some partners are already taking steps to adjust their business models. 39% are focusing on sector-specific solutions and 35% are targeting key verticals.
However, more than two in every three channel partners told us that they find it a challenge to understand their customers’ current and/or future needs. This underlines the reason why specialisation is not just an industry fad, and channel partners who overlook the demand for tailored, industry-specific expertise may risk falling behind.
The need for support was also a recurring theme. Every channel partner surveyed told us that they require support from vendors to drive forward with their specialised sales and marketing efforts. From training and content to product marketing and real-world customer stories, the tools and resources provided by vendors will be key to enabling a smooth transition.
Plan for the future, build with a purpose
We understand the choices available to channel partners as they plan for the future. With decades of experience, and by working across nearly every industry, we’ve developed and refined the people, expertise and resources needed. From the regulatory intricacies of healthcare to the innovation demands of manufacturing, and everything in between.
For many channel partners, particularly SMEs, finding the time and resources to develop in-house expertise and build a new marketing proposition can seem a daunting task. We help you and your sales teams customise your approach to meet sector-specific demands.
The new route forward for channel partners
For those partners looking to focus on sector specialisation it’s about delivering relevant solutions and a roadmap that includes:
Investment in growing your expertise
Develop achievable, profitable and sustainable revenue streams for your business by building deep layers of specialist knowledge in your chosen verticals.
Alignment of your sales and marketing activities
Position your business as a thought leader in your chosen verticals, by creating cohesive messaging that speaks directly to industry-specific needs.
Making full use of vendor support
Stay ahead of the competition, by exploring and deploying the training, resources and tools offered by switched-on vendors.
Take a look at our Vodafone Business Partner Portfolio for all the latest insights, intelligence, and sales and marketing support to help your business.