Major vendors are redesigning partner programmes, raising eligibility thresholds and embedding AI requirements — leaving many partners concerned about long-term positioning. Yet these changes also create new opportunities for channel businesses that can evolve their value proposition and align to vendor priorities.

This panel explores what the vendor ecosystem changes mean for rebates, incentives, customer ownership and co-selling motions. Speakers discuss how to maintain influence with vendors, strengthen alignment with distributors and reduce dependency risk. The conversation also covers how partners can differentiate through advisory services, vertical insight and integrated solutions that reflect the direction vendors are moving in.