2018 Predictions & Opportunities for the VAR Channel

BY


As we look ahead to 2018 I have engaged my crystal ball and a couple hundred partner meetings coupled together with a bit of gray matter to author five predictions for 2018.

This past year was truly a breakthrough year for the BMC channel ecosystem and we are grateful for your support. Now let’s look forward to the new year and some key predictions for the channel.

  1. Value add wins. Vertical market expertise of partners will expand with partners continuing to realize that their revenue and margin opportunity aligns with IT complexity. IT challenges equal partner opportunity. We continue to see our best performing partners bringing value add in the form of unique software solutions, complex systems integration, and efficient services implementation methodology with highly skilled talent. This is clearly evident in the area of multi-cloud. Enterprises continue to struggle with multi-cloud management, with fully 40 % not knowing how much their organization is spending on cloud services. Additionally, enterprises advised us in a BMC commissioned survey in Aug. 2017, that partners are the single most important external source of influence over their cloud strategy. {See our entire multi-cloud survey results here.}
  2. Business model evolutions. Partner business models continue to evolve and morph into hybrid entities: VARs, SIs, ISVs, MSPs, and Corporate Resellers. 2018 will see a non-stop convergence of previously distinct models. Clearly a lot of VARs are delivering additional value via unique IP with vertically specific applications running on top of platforms like BMC’s Remedy. Also, many ISVs are leveraging the power of AWS to deliver solutions in a SaaS model while also leveraging the AWS ecosystem and customer reach.
  3. Marketing expertise matters. Partners that understand how to intersect the online buyers journey will continue to expand and grow. Best practice partners are leveraging digital campaigns that seek to intersect the right content with a highly targeted persona at the right point in the buyer’s journey. By nurturing the installed base, while also landing net new targets, partners are accelerating their ability to convert suspects into marketing and sales qualified opportunities at a lower cost per lead.
  4. IT talent shortage. The shortage of IT talent, especially in the North America and EMEA geographies, continues into 2018. Partners that continue to invest in the technical skills of their teams exploit this significant IT skills gap by delivering complex solutions much more quickly than a talent-starved enterprise IT department ever can. Additionally, recruitment of newly graduated IT talent will be a key solution to this gap.
  5. Align with the IT wallet. Security will continue to be a top spending priority for IT in 2018. Per Tech Pro Research’s survey of IT teams – 53% said security is their top priority spend in 2018. {Details here] Cyber-attacks like the WannaCry ransomware attack in 2017 will continue to haunt CIOs as they plan 2018 budget spending. Additionally, the complexity of global IT with on-premise and cloud-based workloads will present real opportunity for partners to deliver solutions like BMC SecOps Policy Service to drive governance across multi-cloud environments. A partner that shows up and asks: “Do you need help driving compliance and security testing across all of your on- premises and cloud operations to improve governance and reduce risk?” will get an audience.

These postings are my own and do not necessarily represent BMC's position, strategies, or opinion.

Share This Post


Sanjay Gupta

Sanjay Gupta

Sanjay leads the BMC Global partner ecosystem and brings a depth of channel knowledge from previous roles at IBM, SAP, and BroadVision. Value Added Resellers, ISVs, and Alliances are all managed under the BMC partner ecosystem.