Your Partner Model Was Built for a Different Era with Alex Smith

About this episode

Des Russell and Alex Smith discuss the evolution of partner models in response to technological advancements and changing market dynamics.

The traditional partner model was built for a very different era of technology and go-to-market execution. If you lead partnerships, channels, or ecosystem strategy, you’re likely seeing the shift firsthand. Modern partner ecosystems are evolving rapidly, yet many organisations are still trying to run them on assumptions designed for a previous era. For years, channel programs were built around resale. Partners sold products, vendors drove demand, and distributors helped scale reach. That model worked well when technology was simpler and go-to-market motions were easier to define. Today, the structure of the technology ecosystem looks very different. Partner ecosystems are expanding, marketplaces are accelerating new buying motions, and artificial intelligence is reshaping how customers adopt, deploy, and operate technology. As a result, the role partners play in the technology value chain is changing quickly. In this episode of the Investible Partnerships™ Podcast, Des Russell speaks with Alex Smith from the Futurum Group about how partner models have evolved across major industry shifts, from the client-server era and traditional channel resale, through the rise of cloud…

People in this episode

Host: Des Russell

Guest: Alex Smith

Topics covered

• partner model evolution
• technology ecosystem
• go-to-market strategies
• artificial intelligence
• marketplaces
• channel programs

Keywords

• partner ecosystems
• channel strategy
• resale model
• cloud platforms
• AI in technology
• procurement changes

Mentioned in this episode

Organizations: Futurum Group

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