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October 23, 2025
How special is your specialisation?
In this column last week, I focused on the growing shift in partner programmes beyond the point of transaction, as identified by Rachel Brindley, senior research director at Omdia. According to Omdia’s research, over 400 programmes were no longer purely transactional. “A new paradigm has emerged,” she exclaimed. Omdia observed that a points-based approach based [&hellipThe post How special is your specialisation? appeared first on TechCentral.ie.
The traditional model of partner programmes, where rewards are solely based on sales volume, is rapidly becoming outdated. A significant shift is underway, moving beyond simple transactional relationships to a more nuanced and value-driven approach. Last week, this column explored this very transformation, drawing insights from Rachel Brindley, the senior research director at Omdia, a leading technology research firm.
Omdia’s research reveals a compelling trend: over 400 partner programmes have already evolved past the purely transactional stage. Brindley emphasized the emergence of "a new paradigm" in how vendors engage with their partners. This signifies a fundamental change in the way partnerships are structured and incentivized.
Historically, many partner programmes operated on a straightforward model: the more you sell, the more you earn. This often led to a focus on volume, potentially overlooking the quality of service, customer satisfaction, and the partner's specific expertise. However, the limitations of this purely transactional approach are becoming increasingly apparent.
The new paradigm, as identified by Omdia, recognizes the diverse contributions partners make beyond simply closing deals. This includes factors like technical expertise, specialized solutions, market reach, and customer support capabilities. A points-based system, as observed by Omdia, is a key element in this evolution. Instead of solely focusing on sales figures, partners are rewarded for a wider range of activities and contributions. This might include achieving specific certifications, demonstrating expertise in a particular technology area, contributing to joint marketing efforts, or delivering exceptional customer service.
This shift towards recognizing specializations allows partners to differentiate themselves and build stronger, more strategic relationships with vendors. It also encourages them to invest in developing niche skills and offering tailored solutions, ultimately benefiting the end customer. By moving beyond simple transaction-based rewards, vendors can foster a more collaborative and mutually beneficial ecosystem, driving innovation and delivering greater value to the market. The evolution of partner programmes reflects a growing recognition that successful partnerships are built on more than just sales volume; they are built on shared expertise, mutual commitment, and a focus on long-term value creation.
Omdia’s research reveals a compelling trend: over 400 partner programmes have already evolved past the purely transactional stage. Brindley emphasized the emergence of "a new paradigm" in how vendors engage with their partners. This signifies a fundamental change in the way partnerships are structured and incentivized.
Historically, many partner programmes operated on a straightforward model: the more you sell, the more you earn. This often led to a focus on volume, potentially overlooking the quality of service, customer satisfaction, and the partner's specific expertise. However, the limitations of this purely transactional approach are becoming increasingly apparent.
The new paradigm, as identified by Omdia, recognizes the diverse contributions partners make beyond simply closing deals. This includes factors like technical expertise, specialized solutions, market reach, and customer support capabilities. A points-based system, as observed by Omdia, is a key element in this evolution. Instead of solely focusing on sales figures, partners are rewarded for a wider range of activities and contributions. This might include achieving specific certifications, demonstrating expertise in a particular technology area, contributing to joint marketing efforts, or delivering exceptional customer service.
This shift towards recognizing specializations allows partners to differentiate themselves and build stronger, more strategic relationships with vendors. It also encourages them to invest in developing niche skills and offering tailored solutions, ultimately benefiting the end customer. By moving beyond simple transaction-based rewards, vendors can foster a more collaborative and mutually beneficial ecosystem, driving innovation and delivering greater value to the market. The evolution of partner programmes reflects a growing recognition that successful partnerships are built on more than just sales volume; they are built on shared expertise, mutual commitment, and a focus on long-term value creation.
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