What Partners Need From Channel Programs Post-Pandemic

By: ITA Group
COVID-19 impact on channel programs


The impact of the COVID-19 coronavirus pandemic has been profound. The consequences for local and global economies are easily quantified, but the impact on channel partners that sell business solutions and, more specifically, how they interact with vendor channel programs is more difficult to ascertain.

Difficult—but not impossible.

So we commissioned Forrester Consulting to survey channel partner owners and channel partner sales representatives who are responsible for—or have insights into—channel partner relationships and/or incentives about what support and resources they find most valuable now. We asked how their needs have changed since the pandemic and going forward.

This report identifies areas where vendors can change or shift the emphasis in their channel programs to align with your partners’ needs for the future as well as explains what partners value and need today.

Our partner survey, which was fielded nine months into the pandemic, covers not only partners’ initial responses to the COVID-19 crisis but their experiences in transitioning to the new normal. The research report includes deep dives into how what partners value in vendor channel programs varies by:

  • Role
  • Industry
  • Size

You’ll also get actionable recommendations—based on the findings of this study—to where you can make investments or changes that will meet today’s needs of partners.

Download the research report to learn more about the impact of COVID-19 on channel partners and vendor channel programs.


ITA Group logo
ITA Group

ITA Group custom-crafts engagement solutions that motivate and inspire your people. ITA Group infuses strategies that fuel advocacy and drive business results for some of the world’s biggest brands.