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Data identified as top challenge and opportunity for partners

A new study by Westcon-Comstor uncovers that data is both a pivotal asset and a major obstacle for channel partners moving towards recurring revenue models. 

With over 500 senior decision-makers across nine countries surveyed, 97% emphasised data's crucial role in transitioning to an everything-as-a-service (XaaS) model, but also flagged the challenge of accessing the right data as a key barrier. 

“Our biggest challenge with data is the volumes we receive, and second to that would be that it resides in so many different places and it often conflicts,” said Samuel Cordery, Head of Sales Operations, Client Success, and Lifecycle, at UK-based ITGL.

The research further indicates a universal demand for data that unlocks market growth opportunities across all surveyed markets. Partners express a need for more sophisticated data use, aiming to enhance cross-selling, upselling, and the adoption of new products and solutions.

To meet this demand, 95% plan to prioritise data capabilities, and 70% already have a data and analytics function in place. Over half (59%) foresee that the future of distribution will heavily rely on delivering meaningful customer and market insights.

Patrick Aronson (pictured), CMO and APAC EVP at Westcon-Comstor, added: “Our research clearly shows that while partners see data as central to their transition to recurring revenue models, many are grappling with practical challenges around access to data and data utilisation.

“Application of data and attitudes to it vary across different geographic markets, but one universal theme is that partners want to enhance their data capabilities and embed a truly data-driven approach as they aim to unlock growth opportunities.

"It is incumbent on those across the channel ecosystem, including distributors, to equip partners with the data and analytics they need to seize new growth opportunities and complete their journey to a subscription, software and services-based future.”