On one hand, the pressure is on to innovate - to deploy AI, to be faster, smarter, and to harness data in ways that were impossible just a few years ago. On the other hand, the lights are kept on by legacy infrastructure that’s too critical to fail and too expensive to replace.

This is the gap where the transactional, product-first channel partner becomes irrelevant. The opportunity for those who can bridge it is immense: this year alone, an estimated 70% of growing customer spending on technology, IT services, and telecom services is set to flow through partners.

Success is no longer about pushing the next hardware refresh. It’s about becoming the strategic guide who can navigate both of these worlds at once, and maximizing the value of what a client already owns while charting a cl

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