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Execution beats incentives. SIs reward vendors that show up in the field, not just in the portal. Embedded co-selling, responsive support, and shared accountability win deals and build loyalty. Co-selling and GTM alignment drive both value and revenue. Microsoft Software, Azure, and AWS dominate here because they don’t just talk partnership; they deliver.
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Differentiation is the new deal breaker. In crowded markets, vendors that equip SIs with industry solutions, certifications, and GTM assets stand out. Oracle and IBM shine on enablement but must close the monetization gap.
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No differentiation = no investment. Vendors with high scores for tech roadmap, AI vision, and ecosystem integration are pulling ahead, enabling partners to differentiate and innovate at scale. Google Cloud, Salesforce, ServiceNow, and especially Adobe, Databricks, Snowflake, and Workday risk fading into irrelevance without clearer value props for SIs.
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MDF and incentives must be frictionless and outcome-driven. Funding is only valuable if it’s fast, flexible, and directly tied to the pipeline—not buried under the process.
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Revenue and value impact are not always aligned. Some vendors excel at enabling value but lag in driving partner revenue, and vice versa. This divergence is critical for enterprise buyers: a high-value partner may not always be the best for revenue acceleration, and a high-revenue partner may lack the strategic depth for long-term transformation.
The Bottom line: SIs back tech and cloud vendors that treat them like growth partners not sales channels. The mandate for vendors is clear. Double down on what moves the needle: GTM alignment, co-sell orchestration, next-gen enablement, and a clear, partner-centric innovation roadmap. Optimize incentives and MDF to reward business outcomes, not just compliance.
