According to a new Sage report, SMEs increasingly seek trusted advisors within the channel to guide them in adopting digital services and AI.
The report said that over the past year, over half of IT resellers have reported an increased role in providing strategic advice.
To meet these needs, the channel must remain flexible and well-informed, and using AI tools and analytics is crucial to staying abreast of market developments.
Responding to pressure, more than half of resellers prioritise adopting the latest technologies. They focus on expanding services, optimising business processes, aligning tech solutions with business goals, and offering industry insights.
Sage VP of global partner marketing Sippora Veen said that channel partners are adapting their skills and customer approach. An advisory approach becomes essential as technology enables businesses to be more proactive and strategic.
“We believe you’re going to have to start looking at a much more advisory approach to your customers because you’re now able to offer technologies that allow them to change how they do business. You’re now going to be able to give them technology that will allow them to do the things they want to do, which is to take a much more proactive view on their business to be much more strategic with their investment,” she said.
The report found that customers desire enhanced security, reactivity, and compliance. However, limited in-house skills pose challenges. Partners must step up to address these needs, she said.
Partners recognise the need to assist customers. They look to vendors like Sage for training and support, ensuring they can navigate the rapidly evolving tech landscape.
Some partners already embrace a consultative sales approach, while others may find validation in the research. It inspires strategic considerations for all partners.
“They know they need to make sure we are ready to navigate our customers through this very rapidly evolving tech landscape,” said Veen.
“ The buck stops with us, which is why we are very grateful for the evolving technological landscape, which means we are able to get some real-life use cases,” she said.
