Channel Research Report 2025
Mastering the maze
Accelerating the channel’s journey to cloud success
Introduction
Cloud has evolved from a disruptor to core driver of business growth. Customers are adopting cloud to innovate faster, scale efficiently, and control costs. They’re not just moving workloads; they’re looking for smarter, more strategic ways to solve challenges and deliver value.
But complex vendor programs, unclear pricing models, and lack of in-house expertise makes it difficult for businesses to get the most out of cloud. And with hybrid being the customer approach of choice, these complexities are only exacerbated.
What does this mean for IT channel partners?
This shift means levelling up. To meet rising expectations, channel partners need to bolster their cloud expertise, refine their services, and adapt their business model to support the full cloud lifecycle.
Our 2025 Channel Research Report digs into this critical moment, exploring the key drivers behind cloud adoption, the challenges partners face, and the opportunities they must seize to remain competitive.
Whether helping customers optimise cloud spending, secure hybrid environments, or navigate hyperscaler marketplaces, this report provides valuable insights for partners to be future ready and lead in the dynamic cloud environment.
To uncover these insights, we conducted a survey across:
~900
Medium-to-large MSPs/MSSPs, VARs, and SIs
In eight
key markets
UK, Germany, France, South Africa, Singapore, Indonesia, Australia, New Zealand
Key findings: Partners' vision for cloud success
Partners know the direction the industry is heading, and they’re already aligning their strategies accordingly. Our survey showed that 85% of partners see building a cloud practice as important. Many have already begun their journeys, but their stages of progress vary:
Of course, opportunity comes with its challenges. Many partners face barriers when scaling their cloud capabilities. Our survey showed us that:
Ultimately, partners recognise the potential in the cloud space, but their skills and knowledge gaps are holding them back from maximising those opportunities.