The Channel Trends Study 2021 What Should we Expect? - Rod Baptie - Baptie & Co - 360insights
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The Channel Trends Study
2021 What Should we Expect?
Rod Baptie – Baptie & Co
Rod Baptie
President
Baptie & Company
Rod has been involved with hi-tech since 1984. Formerly Managing Director
of WBN (a leading hi-tech agency), Rod's introduction to hi-tech was the
launch of dBase Ill and Framework in 1984. During the 1980’s, Rod was
responsible for the successful launch of over 20 major technology companies
into the European market.
In 1993 Rod launched Baptie & Co, which grew rapidly to become world’s
leading provider of best practice and how-to information for executives in the
technology and telecom industries. Baptie & company’s communities and
events provide invaluable insights on the latest trends, sales, marketing and
management issues through peer to peer interaction.
A popular speaker at conferences and seminars worldwide, Rod is recognized
as one of the leading thinkers in the IT/Telcom channels industry as well as
building, running and managing those B2B communities.Which of the following best describes your position? VP Channels 27% Director Channels 34% Channel Manager 18% Other 21%
Which of the following best describe your primary business type? (Check all that apply) Hardware vendor, manufacturer or developer 24% Software vendor, developer, ISV 58% IaaS, PaaS, SaaS provider 27% IoT Vendor 3% AI vendor 4% Peripherals vendor 3% Telecom or communications services vendor 8% Dedicated cloud business (service provider, solutions, 4% consulting, etc.) Distributor, value added distributor or retailer 1% Other 8%
Approximately how many active Channel Partners
does your organization have in North America?
Less than 100 26%
101 to 250 19%
251 to 500 10%
501 to 1,000 12%
1,001 to 5,000 13%
5,001 to 10,000 11%
10,001 to 20,000 3%
20,000+ 4%Looking ahead over the next 12 months, what changes, if
any, do you anticipate with regards to your company’s
Channel partner programs offerings?
63%
60%
56% 55%
31%
27% 26%
21%
15%
8% 7% 6% 5% 10% 7%
4%
NET INCREASE IN NUMBER OF PARTNER NET DECREASE IN NUMBER OF PARTNER NO CHANGE IN NUMBER OF PROGRAMS DON'T KNOW
PROGRAMS WE OFFER PROGRAMS WE OFFER WE OFFER
2021 2018 2017 2013As you forecast 2021 do you see sales through the
following Channels (Club 50)
ISVs
Telecom Agents
Master Agents
New Breed distis (Pax8 etc)
Traditional Distis
Marketplaces
Large Account Resellers
SIs
MSPs
VARs
0 10 20 30 40 50 60 70 80 90
Decrease Increase Remain the sameAs you forecast 2021 do you see sales through the
following Channels
ISVs
Telecom Agents
Master Agents
New Breed distis (Pax8 etc)
Traditional Distis
Marketplaces
Large Account Resellers
SIs
MSPs
VARs
0 10 20 30 40 50 60 70
Decrease Increase Remain the sameWhich of the following do you sell to directly?
73% 74.0% 71.0%
65.0%
24.0%
18.0%
15% 14.0%
11% 12.0% 11.0% 11.0%
BOTH END-CUSTOMERS AND CHANNEL PARTNERS CHANNEL PARTNERS (OTHER THAN DISTRIBUTION) END CUSTOMERS ONLY
(OTHER THAN DISTRIBUTION) ONLY
Looking to 2021 2018 2017 2013In the next 12 months do you see your sales
through indirect Channels…?
85% 84%
76% 78%
21%
15% 17%
12%
3% 1% 3% 4%
INCREASING DECREASING REMAINING THE SAME
Looking to 2021 2018 2017 2013In the next 12 months do you want to
76%
70%
67% 67%
19% 21%
17% 18%
15%
11% 3% 4%
INCREASE THE NUMBER OF CHANNEL PARTNERS YOU REDUCE THE NUMBER OF CHANNEL PARTNERS YOU KEEP THE NUMBER OF CHANNEL PARTNERS YOU DEAL
DEAL WITH DEAL WITH WITH THE SAME
Looking to 2021 2018 2017 2013Which best describes your Channel recruitment
strategy over the next 12 months?
60%
50%
42%
27% 25% 27%
14% 16%
12%
8% 9% 6%
RECRUIT SELECTED PARTNERS TO FOCUS ON YOUR CURRENT PARTNER RECRUIT A SIGNIFICANT NUMBER OF REDUCE OUR PARTNER BASE TO FOCUS
ADDRESS KEY MARKET SECTORS BASE TO HELP THEM SELL MORE NET NEW PARTNERS ON A SMALLER NUMBER OF OUR MOST
EFFECTIVELY EFFECTIVE PARTNERS
Looking to 2021 2018 2017In 2021 is the headcount of your Channel
team likely to?
45
40
35
30
25
20
15
10
5
0
Remain the same Slightly increase Significantly increase Slightly decrease Significantly decrease
PercentageDo you think the amount you will spend in
co-op and MDF in 2021 will
46% 48% 46%
43%
39%
36% 37%
31%
15% 14%
12% 12%
9% 9%
3% 4%
INCREASE DECREASE REMAIN APPROXIMATELY THE SAME DON'T KNOW
Looking to 2021 2018 2017 2013On average what percentage of your total sales do
you provide to your partners as co-op and MDF?
28
26 25
24
22 21
19
19
16
14 14
12 12 11
8
7
5 6
1 1 0 3 1 3
0% - NO FUNDS ARE 0-1% 2% 3% 4% 5% - 10% 10% - 20% OVER 20%
PROVIDED
Looking to 2021 2018 2013 Answers in percentagesApproximately what percentage of your potential
co-op and MDF funds remain unclaimed by your
partners?
57
44 45
31
18 19
16
13 12 11
11 10 11 11
9 8 8 4 2
6 8 7 4 7 8 4 8 4 1 2 6
0% - NO FUNDS GO 1% - 2% 3%-5% UNCLAIMED 6% - 10% 11% - 20% 21% - 30% 31% - 40% 40% OR MORE
UNCLAIMED UNCLAIMED UNCLAIMED UNCLAIMED
Looking to 2021 2018 2017 2013 Answers in percentagesWhat do you see as your partners biggest
challenges in 2021? (Check all that apply)
An inability to pivot to social/digital marketing
The challenge of remote working and servicing clients
remotely?
Being able to effectively sell remotely?
Maintaining client relationships in a remote environment?
A hold on Major new business projects
They or their clients are unable to pay
0 10 20 30 40 50 60
PercentageIn 2021 what do you think most closely represents
your organizations view of the Channel?
Its value will be increasingly questioned by the 'C' suite?
It will come under increasing pressure from the direct sales
side of the business?
It will come under increasing pressure to justify itself
financially?
It will be seen as even more important to our success?
It will remain the same as it has always been?
0 10 20 30 40 50 60 70
PercentageOn a scale of 1-5, how do you rate your level of
satisfaction or dissatisfaction with the following partner
programs?
3.4 3.4 3.3
3.1 3.2 3.2
3.0 3.0
3.0 2.9 2.9 2.8 2.8
2.7 2.7 2.6
CO-OP/MDF PROGRAMS DEAL REGISTRATION PROGRAM PARTNER PORTAL P2P (PARTNER TO PARTNER PROGRAM)
Looking to 2021 2018 2017 2013Which elements of your Channel strategy is your
organization looking to change or place more
emphasis on in 2021? (Check all that apply)
Increased incentives for new customer acquisitions?
Financial support for partners in difficult market sectors?
A greater focus on customer satisfaction?
Increased support for Partner sales and marketing training?
Targetted Support for partners focused on key industry sectors?
A Focus on adding new Channel types?
A change in emphasis on the support offered to different channel…
A re-evaluation of the types of marketing you will support?
A re-evaluation of your tiering strategy?
A re-evaluation of your complete Channel strategy?
0 10 20 30 40 50 60
PercentageThere are a range of payment options associated
with vendor cloud offerings. Among the following,
which ones do you offer your Channel partners?
74.0%
67.0%
61%
53.0%
44.0%
41% 41.0%42.0%
29.0% 31%
24.0% 22.0%
16.0% 19.0% 16.0%
12% 10.0%
9.0% 6% 7.0%
PAID IN PERPETUITY AS LONG AS PAID FOR A FIXED PERIOD OF PAID ON A REDUCING SCALE THE PAID A ONE-TIME FINDERS FEE OTHER (PLEASE SPECIFY)
THE CUSTOMER REMAINS WITH TIME LONGER THE CUSTOMER
US REMAINS WITH US
Looking to 2021 2018 2017 2013For Cloud sales what percentage do your
partners earn on average?
35%
31%
30%
25%
23%
21.0%
20.0%
20%
18.0%
17.0%
Looking to 2021
15% 14%
13.0% 2018
11%
10% 9%
8%
7.0%
5%
3% 3.0%
1.0%
0%
0%
Less than 10% 10 - 15% 15-20% 20-25% 25-30% 30-40% 40-50% More than
50%For your Cloud offerings, which of the following
billing options do you offer your partners?
72% 73%
61%
45%
42%
36% 37.00% 38%
28%
16% 14%
8.00%13% 10% 13% 4% 8%
YOU BILL THE YOU BILL THE PARTNER YOUR DISTRIBUTOR YOUR DISTRIBUTOR YOU HAVE A YOU HAVE A REFERRAL OTHER
CUSTOMER AND PAY AND THE PARTNER BILLS THE CUSTOMER BILLS YOUR PARTNER WHOLESALE MODEL MODEL
THE PARTNER A BILLS THE CUSTOMER AND PAYS THE (TRADITIONAL
COMMISSION (AGENT PARTNER A DISTRIBUTION MODEL)
MODEL) COMMISSION
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