CP Expo, MSP Summit Open at Critical Time for the Channel

Every so often, the channel industry comes to what some describe as a tipping, or critical inflection point. It arrives as a change in the channel’s influence and impact with customers, technology providers and others in the food chain that supply today’s direct-selling agents and MSPs with innovative goods and services. Despite being around for nearly four decades, the channel suddenly is being seen in a new and different light. Organizations position themselves as decidedly different than they were in the past. Leaders sport a fresh narrative with their sales teams, injected with confidence and bravado.

Yes, I have seen it all before as the channel continues its evolution. In my many years in the channel, people have said you can almost feel this sudden shift occurring. We’ve seen it in so many moments that have spanned the channel’s move away from just delivering products, to services, then to cloud, managed services, and then to subscription-based models and now to a new era of providing customers what they need to stay competitive and in business. It’s not an overstatement.

One analyst called it a once-in-a-generation shift, while another keen observer said the channel has advanced forward in an era defined by complex interdependency. We like both descriptions because they capture the essence of what is taking place right now, no matter where you are in the channel — seller, marketer, vendor, agent, broker, distributor, service provider or ISV. Throughout the channel’s long history, when the heavens align – as the adage goes – everyone suddenly wants to come together. It’s just the nature of an industry completely reliant on trusted relationships.

All of the changes playing out in the industry will be center stage at the Channel Partners Conference & Expo and the co-located MSP Summit, held at Las Vegas’ Venetian Hotel and Resort this week. The event is the centerpiece of Informa Tech Channels’ efforts to bring the entire channel together under one roof. It has emerged as one of the industry’s largest independent gatherings of channel partners anywhere in the world, spanning so much content, peer engagement and technology demos that you can lose count. What we did not lose count of is the record-setting registration for the event by direct-selling agents and MSPs, the record number of speakers and sponsors, or the top-tier leaders attending so they can talk to partners face-to-face about the market’s opportunities and challenges. It is all coming together under one roof at an important moment for the channel that will be chronicled by the Channel Futures media team on the pages of our website and on our newly launched Channel Futures TV platform for the industry to consume.

There is no cheat sheet to navigate the conference, but here is some guidance on the highlights featuring actionable information for channel leaders:

Final Thoughts

What we are witnessing in the channel today is one of the more jarring changes in a long time. Perhaps it is the result of massive business model changes caused by the pandemic or myriad other reasons. One thing has become very clear: A new generation of leader is entering the channel. We are seeing that every day as longtime partner organizations sell or merge in attempts to scale. For some, this is a moment to invest; for others, it’s a chance to sell. I often wonder if those who are selling are doing so too soon. No matter, that discovery along with much more will take place over the course of the event.