Research published by BT Wholesale from the UK Channel shows that almost three-quarters of channel partners are experiencing a shortage of in-house marketing and finance skills.
According to BT, this is fueling challenges for channel partners around maximising brand awareness, with 89% of respondents saying this is an issue they suffer from.
Marketing and finance (73 per cent) are the areas with the highest skills shortages for channel partners, yet nearly half (45 per cent) handle everything marketing-related in-house.
The research shows the top business priorities in the channel over the next year are about generating new leads and attracting new prospects along with increasing revenue from existing customers.
Faye Dominey, Head of Marketing at BT Wholesale, said: "Channel partners are focusing on growing revenue to protect themselves from the economy, but what is yet to be fully understood is how the move to all-IP can bolster and future-proof revenues.
"It's a unique technology shift that will support the future of the UK's fixed connectivity, becoming the bedrock of digital capabilities that can protect and grow businesses.
"The pandemic has evolved customer requirements, and they are prioritising transparency and simplicity over value for money.
"They are looking for long-term partners that support them in growing their businesses through innovative technology, meaning it's more important than ever to know customers inside out and to have a consultative two-way relationship.
"Partners, in turn, require the same from the channel ecosystem. They require relationships that allow for seamless purchasing, selling and open conversations that drive speed and quality of delivery. Collaboration fuels opportunity which benefits all."
BT states that 100 senior decision makers in the UK Channel took part in the survey, which revealed that the shift to all-IP is a low priority.
