The VAR Guy

The folks at Amazon Consulting continue to generate some rather intriguing channel partner research. The latest effort — a Fourth Annual State of Partnering Study — reveals strong vendor interest in traditional product resellers (remember them?), even as MSPs and hosting partners garner attention. Here are five quick highlights from the report.

Oh, but first: A viral marketing tip. Check out how Amazon Consulting uses a quick video teaser to pull you into the company’s research…

The VAR Guy would use similar tactics… if only our resident blogger had a face to share with you.

Five Trends Worth Noting

In terms of the actual research, Amazon Consulting reached out to 55 hardware, software and services vendors, targeting executive-level individuals responsible for channel and alliance partner management. The survey included queries on training and enablement plans, partner segmentation and growth expectations, services delivery engagement models, and a deep-dive on channel spending plans and ROI.

The top five conclusions:

1. Vendors are bullish on sales growth – Traditional resellers still rank high as the leading strategic partner segment, however expect strong growth from emerging MSPs and infrastructure or hosting partners.
2. Business planning activities will be a big focus this year to help understand evolving business models – 62% will do selective recruitment in 2010 to fill vertical or geographic gaps. Cloud providers, SaaS developers have emerged.
3. Vendors seek pre-sales skills and industry knowledge such as technical certifications as top partner competencies.
4. Continued focus on services enablement programs & engagement models – ½ of top enablement needs revolve around services capabilities such as professional services and technical support.
5. Channel funding investments will be on people, pay-for-performance incentives and systems to track metrics and ROI.

All that said, The VAR Guy offers the following conclusion: Long live resellers.

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