The channel partner landscape has become increasingly precarious in recent years, with relationships between vendors and partners becoming more fragile than ever before.
The Channel Company’s recent research revealed a stark reality: 70% of partners have either terminated their relationship with a vendor or ceased selling the vendor’s products within the prior 12 months.
This sobering statistic highlights a critical challenge facing the technology sector, where traditional approaches to channel management are proving insufficient in today’s rapidly evolving market.
This erosion of partner loyalty signals a fundamental shift in how vendors must approach their channel strategies. This shows that a new, renewed strategy is needed in order for a vendor to have success in this new dynamic.
One company aiming to reinvigorate its strategy is Dialpad, and to find out how they intend to tackle it, UC Today spoke to Ross Jack, Director of Channel, EMEA at Dialpad, about its strategic approach to navigating this challenging landscape and building lasting partnerships across these markets.
Building Strategic Partner Networks
Dialpad’s approach to channel strategy in EMEA centers on building deeper, more strategic relationships with partners rather than simply expanding numbers.
The company has made significant structural changes to support this shift, including appointing dedicated regional leadership to drive the initiative.
“Dialpad’s EMEA channel strategy is built on expanding its reach through strategic partnerships and a focus on its AI-powered product suite,”
explains Jack.
The strategy includes a renewed focus on strategic partnerships. “Dialpad is actively building and strengthening its partner ecosystem, with a specific focus on distribution partners like Nuvola Distribution, Avant & TruSIP. These partnerships aim to expand market reach and provide partners with a platform to offer high-value solutions.”
Equally, Jack’s own appointment represents a significant investment in channel focus for the region. “My appointment as dedicated channel leadership for EMEA underscores the renewed commitment to spearheading this expansion and supporting partners in the region.”
Tailored Approach for EMEA Markets
Understanding regional nuances is crucial for success in the diverse EMEA landscape, and Dialpad has developed a localized strategy that acknowledges the unique characteristics of these markets.
“The company is focusing on delivering solutions that are tailored to the market,”
Jack notes.
“For instance, the AI offers real-time transcription in multiple languages, including English, Spanish, French, Japanese, German, and Portuguese, which is crucial for a linguistically diverse region like EMEA,” he says.
Dialpad believes this linguistic capability addresses a fundamental challenge faced by many global communication platforms: the ability to serve multilingual business environments effectively.
The company argues that by supporting multiple languages natively within its AI engine, Dialpad enables partners to serve a broader customer base with consistent quality.
Strategic Partnership Evolution
Rather than adopting a one-size-fits-all approach, Dialpad is introducing flexible partnership models designed to accommodate different partner preferences and business models. This evolution reflects a deeper understanding of what modern channel partners require to be successful.
“Dialpad is introducing new wholesale offerings that empower partners to create tailored solutions,”
explains Jack.
“This gives channel partners the choice to go either agency model or wholesale, providing partners with premium margins and recurring revenue from the first sale,” he explains.
According to Dialpad, this flexibility is particularly important in the current market climate, where partners are seeking greater control over their customer relationships and revenue streams.
The company believes that by offering both agency and wholesale options, partners can choose the model that best aligns with their business strategy and customer base.
Dialpad believes that the emphasis on recurring revenue from the first sale addresses a common partner frustration with traditional commission structures that often delay significant earnings.
The company suggests this approach demonstrates its commitment to ensuring partners can build sustainable businesses around their platform.
Moving Forward in EMEA
Looking ahead, the company has ambitious plans for partner recruitment while maintaining focus on existing relationships.
“Dialpad is looking for a mix of traditional UC/CC channel partners, as well as IT channel partners looking to move into this space and expand their revenue lines,”
Jack reveals.
The recruitment strategy isn’t just about quantity – it’s about finding partners who align with Dialpad’s vision and can effectively represent their AI-first approach.
Partners with expertise in cloud solutions and experience with AI-powered technologies are particularly valued, as they can better communicate the platform’s unique value proposition to potential customers.
Market conditions strongly support this expansion strategy. Research from IDC suggests that the overall market for cloud communications in Europe is projected to grow by at least 22% over a three-year period, driven by increasing adoption of cloud-based solutions and demand for AI-powered insights.
“The renewed channel focus is driven by a desire to address key market trends and customer needs,”
Jack emphasizes.
“Demand for a unified solution: Businesses are seeking a single platform that integrates various communication channels like calls, messages, and video, which Dialpad’s all-in-one platform provides,” he explains.
This market timing, combined with Dialpad’s technological differentiation and partner-centric approach, positions the company well for sustained growth across the EMEA markets.
As businesses increasingly seek intelligent communication solutions that can provide actionable insights, partners equipped with Dialpad’s AI-powered platform are well-positioned to meet this demand while building profitable, long-term customer relationships.
