Growing Channels

For years, sales and marketing leaders have shared the same frustration: knowing that the channel could work harder, but lacking the clarity and consistency to make it happen.

Which partners are really performing? Where should investment be focused? How do you ensure campaigns do more than generate noise? These should be simple questions, yet for most, they remain unanswered.

Why Progress Has Been Slow

The obstacles are familiar; partner data is scattered across systems, making it almost impossible to see a joined-up picture. Marketing activity may look strong on paper, but is disconnected from what sales teams or partners can act on and even when leads are delivered, follow-up is patchy, leaving sales doubtful and marketing undervalued.

Meanwhile, the market itself has moved on. With Marketplaces reshaping how buyers choose and commit and the advantages Co-sell programmes add also add layers of complexity.  Partners stretch themselves across multiple vendors, with limited resources, budgets and focus where nobody is a clear winner.er to engage than ever.

A Practical Solution Emerges

This is where the collaboration between Bizcise and Amigos, delivered through the TechSellers community, represents something different.

• Bizcise provides precision data intelligence showing exactly which partners vendors should have in their portfolio, their value, the gaps and how priorities should be set.  Those with existing partners get access to a wealth of information on how they're performing - not only for them, but any competitive technologies they offer

• The Amigos Network turns that intelligence into action executing campaigns that connect with the right people, at the right time, with tracked, measurable follow-through designed to deliver high-intent leads to waiting partners.

• TechSellers creates the environment, an active channel community where campaigns, content, and connections are trusted and welcomed.

• MYREDFORT and The Cloud Community are where vendors support their channel to drive demand.  Both communities regularly attract enterprise and SMB buyers of cyber and cloud technologies where they come to find information that supports their buying decisions. This is where Amigos will take them to market in a frictionless programme designed to develop high-intent leads.

Together,this offers sales and marketing leaders the one thing they’ve lacked: an end-to-end model where data, execution, and engagement actually work in unison. 

From Aspiration to Measurable Action

The impact is immediate. Instead of guessing which partners matter, sales leaders can use data to decide with confidence. Instead of campaigns that stall at awareness, they gain demand-qualified leads backed by clear SLAs. Instead of fighting for attention in isolation, they can lean on the reach of a community designed for ongoing engagement.

The dream of a channel that delivers real clarity and measurable growth has always felt just out of reach. With the right combination of intelligence, execution, and community, it no longer has to be.

As plans are being drawn up to deliver 2026 strategies, the question is simple: do you really know what your partners are doing for you? If you can’t answer with confidence, your biggest opportunity lies in making data the cornerstone of your channel strategy.

The good news is you don’t need to wait or build complex systems to get there, it’s available, ready to go, and delivered as a service, complete with SLAs and there’s no additional overhead or infrastructure required.