Introduction and key findings
Through our latest channel research, we surveyed more than 500 partners across nine countries. We also conducted a series of interviews with select partners to get their views on the importance of data and their experiences of using it for XaaS transformation.
Research detail
Respondents:
540 channel partners completed an online survey
Countries covered:
UK, Denmark, Norway, Sweden, Australia, Indonesia, South Africa, Nigeria, Kenya
Audience profile:
Commercial decision makers for value added resellers, managed service providers, and systems integrators
A high-level overview of the findings reveals three key trends:
1.
Data is important for XaaS transformation, but access to the right data to support lifecycle selling is challenging.
Most partners say data is important for their XaaS transformation, backed by their current investments in in-house data functions and future investment priorities.
"Our biggest challenge with data is the volumes we receive, and second to that would be that it resides in so many different places and it often conflicts."
Samuel Cordery, Head of Sales Operations, Client Success, and Lifecycle, ITGL, UK
Partners are experiencing challenges in accessing the right data to support lifecycle selling. Demand is strongest for data that can identify and enable market growth opportunity.
“Accurate and complete data is very important for our business. We use our internal ERP system to collect data but the challenge we have is visibility into our existing customers or even the industry as a whole. We don't have the right data at the moment to grow our subscription business.”
Antonius Haryo Dewanto, Deputy President Director, Packet Systems, Indonesia
2.
The practical use of data is a significant challenge
Handling multiple diverse data types emerged as partners’ biggest practical challenge and many acknowledged the need to bolster their internal capabilities to address gaps in how they manage and use data for lifecycle selling.
Partners feel the need to become more sophisticated in their use of data to both maximise cross-sell and upsell opportunities, and drive adoption of new products and solutions.
3.
Market growth opportunities from distributors could help partners overcome obstacles
From transactional data covering multiple vendors to descriptive analytics and intent data, distributors’ unique position within the channel ecosystem means we have a wealth of insights at our fingertips that could help partners drive XaaS growth. Through the survey, most partners said data on market growth opportunities is the most valued type of data that distributors could supply to partners and a formidable differentiator.