A survey of 400 technology channel partners suggests that the level of support they expect from IT vendors is shifting in an era marked by rapid innovation and economic uncertainty.
Rising expectations for vendor support
Conducted by the Futurum Group, the survey finds that co-sell support from IT vendors is now the top priority for channel partners (39 percent), closely followed by the need for dedicated account management teams (38 percent). This signals that partners want IT vendors to put more meaningful commitment into joint sales motions. Notably, only 18 percent listed training as a priority—placing it last among ten areas where partners wish vendors would devote more time and resources.
Evolving service portfolios in 2026
At the same time, many partners are reassessing the services they offer. A third (33 percent) cited “lack of portfolio competitiveness” as a primary business challenge. More than half (51 percent) said they are building their own AI solutions, and nearly as many (48 percent) reported generating significant revenue from AI-related investments.
However, expectations for revenue growth remain tempered. Only 36 percent of respondents anticipate increasing revenue by more than 10 percent in 2026. Despite these headwinds, 72 percent still plan to increase net head count.
Most technology channel partners are accustomed to sudden shifts in macroeconomic conditions. With energy costs expected to rise, it’s difficult to predict how much organizations will spend on IT solutions in the coming year. Pair that uncertainty with ongoing advances in AI, and the future of IT consumption becomes even less clear. Still, channel partners have historically demonstrated resilience and a willingness to invest strategically. For every business preparing to exit, another embraces innovation and pushes forward. AI is unlikely to break that pattern. The core challenge remains ensuring that services stay relevant to end customers who may be unsure about their own future needs.
In the meantime, savvy channel partners understand that revenues often increase during downturns. Managed services, in particular, tend to be countercyclical. Organizations looking to reduce costs or maintain head count frequently rely more heavily on managed service providers (MSPs) to bridge gaps in skills or capacity.
Looking ahead, it’s uncertain how aggressively partners may switch from one IT vendor to another. What is certain is that the vendors who ultimately win mindshare and market share will be the ones investing meaningfully in sales support and partner success.
Photo: Peshkova / Shutterstock
This post originally appeared on Smarter MSP.