craig.bovaird@indyrct.com
Cotillion · Confidential
The channel doesn't lack software. It lacks a neutral layer. Here is why the friction is real, why it wastes billions, and why it compounds rather than resolves.
Partner programmes are essential to how technology reaches the market, and they are punishing to execute. There is no standardisation, no shared intelligence, and no relief from the repetition.
Billions in marketing funds and leads to give away, but no reliable way to know which partners turn that investment into real customer revenue. So they spread it thin, based on hope.
Proven skills, certifications, and customer wins, but the only way to report them is manual, through forms across dozens of portals and brands. The signal never reaches the vendor.
The result: the money goes to whoever shouts loudest, not whoever performs best.
Vendors give partners billions every year to generate demand. Roughly half is left unclaimed, unspent, or spent with no measurable return, not because partners lack appetite, but because identifying, applying for, tracking, and reporting against the programmes is so burdensome that smaller partners simply give up.
This is not a shrinking problem waiting to be automated away. The addressable ecosystem is large and expanding: an estimated ~350,000 technology service providers, ~5,000 through-partner vendors, ~250 value-added distributors, and ~1,000 channel-marketing agencies (Omdia). Every new participant multiplies the portals, the programmes, and the reconciliation, and widens the trust gap. Australia and New Zealand are the beachhead; the structure is global.