Data Mastery: Partnering for Growth

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Data Mastery: Partnering for Growth

A recent study by global tech provider Westcon-Comstor reveals that 97% of channel partners see data as crucial for growth and transformation, with particular importance for achieving an everything-as-a-service (XaaS) future. The research, which surveyed over 500 senior decision-makers globally, also highlights a strong demand for data that identifies market growth opportunities. Practical challenges in data utilisation, such as handling diverse data types, and investment priorities in data capabilities are also discussed. The study underscores the crucial role of data in the future of distribution and partner transformation.

  • 97% of channel partners see data as crucial for growth and transformation.
  • Channel partners face challenges in accessing and utilising the right data for recurring revenues.
  • UK-based partners are prioritising investment in data capabilities for future growth opportunities.

97% of Channel Partners Recognise the Importance of Data for Growth and Transformation

A recent research study conducted by Westcon-Comstor, a global technology provider and specialist distributor, has revealed that 97% of channel partners consider data as crucial for their growth and transformation. The study surveyed over 500 senior decision-makers at channel partners across nine countries, including the UK, Australia, Indonesia, South Africa, Kenya, Nigeria, Sweden, Denmark, and Norway.

The Significance of Data in Achieving Everything-as-a-Service (XaaS) Future

According to the research, channel partners recognise the importance of data in their journey towards an everything-as-a-service (XaaS) future. They see data as both their biggest challenge and a major opportunity. Access to the right data is identified as the biggest obstacle facing partners in their pursuit of recurring revenues, with 56% of UK-based respondents highlighting this as an issue.

Demand for Data-driven Market Growth Opportunities

The research indicates that channel partners have a strong demand for data that can identify and enable market growth opportunities. This trend is consistent across all the markets where the research was conducted. Partners acknowledge the need to enhance their internal capabilities to address gaps in how they utilise and apply data for lifecycle selling.

Practical Challenges in Data Utilisation

One of the practical challenges faced by channel partners is the handling of multiple diverse data types. Many partners struggle with the volumes of data they receive, as well as the fact that it resides in different places and often conflicts. Samuel Cordery, Head of Sales Operations, Client Success, and Lifecycle at UK-based ITGL, one of the channel partners interviewed for the research, highlighted these challenges.

Investment Priorities and Data Capabilities

The research reveals that nearly all UK-based respondents (94%) identified data capabilities as a key investment priority for the coming year. Additionally, 71% of UK-based respondents stated that they already have an in-house data and analytics function as a foundation, compared to the global average of 70%.

The Future of Distribution Lies in Meaningful Customer and Market Insights

In the UK, more than half of the surveyed partners (53%) strongly agreed that the future of distribution lies in the provision of meaningful customer and market insights. This sentiment is echoed globally, with a global average of 59% agreeing with this statement.

The Role of Data in Channel Partner Transformation

Patrick Aronson, Chief Marketing Officer and APAC Executive Vice President at Westcon-Comstor, emphasised the importance of data in channel partner transformation. He stated that partners want to enhance their data capabilities and embed a truly data-driven approach to unlock growth opportunities. Aronson also highlighted the role of distributors in equipping partners with the data and analytics they need to seize new growth opportunities.

About the Research

The research was commissioned by Westcon-Comstor and conducted by Coleman Parkes between 12 October 2023 and 7 December 2023. It surveyed 540 commercial decision-makers for value-added resellers, managed service providers, and systems integrators via an online methodology. The countries included in the research were the UK, Denmark, Norway, Sweden, Australia, Indonesia, South Africa, Nigeria, and Kenya.

FAQ

Q: What percentage of channel partners recognise the importance of data for their growth and transformation?
A: 97% of channel partners consider data crucial for their growth and transformation according to the research study by Westcon-Comstor.

Q: What is identified as the biggest obstacle facing partners in their pursuit of recurring revenues?
A: Access to the right data is identified as the biggest obstacle, with 56% of UK-based respondents highlighting this issue.

Q: What is one of the practical challenges faced by channel partners in data utilization?
A: One of the practical challenges is the handling of multiple diverse data types, volumes, and conflicting data residing in different places.

Q: What investment priority did nearly all UK-based respondents identify for the coming year?
A: 94% of UK-based respondents identified data capabilities as a key investment priority for the coming year.

Q: What did over half of the surveyed partners in the UK strongly agree on regarding the future of distribution?
A: Over half (53%) of the surveyed partners in the UK strongly agreed that the future of distribution lies in the provision of meaningful customer and market insights.

Q: Who emphasised the importance of data in channel partner transformation?
A: Patrick Aronson, Chief Marketing Officer and APAC Executive Vice President at Westcon-Comstor, emphasised the importance of data in channel partner transformation.