How the channel has changed  

The channel is fast evolving, but what are some of the biggest shifts since 2017? 

Kyle explained how most of his work was around commoditized products, but he has overseen a shift towards transformative initiatives and products with higher strategic values to businesses than simply consolidating network access. 

He also noted that the space is more competitive than it was six years ago. However, the improved ability to build strong relationships with clients and fulfil your own business needs has helped accelerate growth. 

How suppliers can deepen their relationships with partners 

Working in the channel is all about building and maintaining strong partner relationships. But what is the best way to do this? 

For Kyle, it’s ensuring supplier-partner relationships are built on “bidirectional value exchange”. Providing value is the most important thing. 

If you offer nothing beyond surface-level, foundation-level value, you are much less likely to build meaningful relationships that serve you well. 

Are young people interested in the channel? 

It’s clear that the industry has changed in the past six years. But is it still attracting newcomers? 

Kyle told us there are a small number of younger people who have built successful brands in short periods of time. Many in the channel right now come from VARs (value-added resellers). 

With fewer young people coming into the channel, it will be interesting how things unfold. 

For more insights from Kyle, head to the podcast episode.