Channel partners shift to data-led growth strategies

Channel partners plan to prioritise data-led products and services in 2026, according to research by technology distributor Westcon-Comstor covering five markets.

The survey of 500 partners across Australia, Singapore, Spain, the UAE and the UK found that 40% expect to invest in data-led offerings over the next 12 months. Respondents ranked this ahead of other stated priorities, including market expansion and shifts in business models such as managed services or subscription approaches.

The research also points to consulting as a key part of channel partners' expectations for digital transformation work. It found that 26% of partners view data-driven consulting services as the single most promising revenue stream from digital transformation.

Westcon-Comstor said most partners already use real-time data in customer and commercial activity. The research highlighted customer behaviour and preference tracking as a common use case. It found that 57% of partners use real-time data for that purpose.

Sales and marketing ranked next. The survey found that 50% of partners use real-time data to refine marketing and sales strategies. It also reported that 42% use real-time data to identify market trends.

Growth focus

The findings land as many technology firms and channel businesses assess how to position themselves for increased adoption of AI-related projects and wider digital transformation spending. The survey suggests partners expect data analysis and related services to shape customer engagement and commercial decisions through the year.

Westcon-Comstor said the research forms part of its Future Ready programme of channel analysis. The company also linked the findings to increased usage of its analytics-driven sales programme, Intelligent Demand, also known as iD.

Westcon-Comstor reported a rise in the number of channel campaigns supported by Intelligent Demand during calendar year 2025. It said the total rose from 540 to more than 1,200. The company described that as a 132% year-on-year increase.

Westcon-Comstor said Intelligent Demand uses predictive analytics. The company said the programme focuses on growth, customer lifetime value and identifying new markets for partners and vendors. It said the programme combines data, AI, analyst research and channel expertise with its own data science models.

Programmeme details

The company positions Intelligent Demand as a sales and marketing programme for channel partners and vendors. It uses analytics as a basis for campaign activity. Westcon-Comstor said the programme draws on its own proprietary data science models alongside other sources of data and research.

In the research, partners signalled that data-led investments sit alongside other strategic shifts under way in the channel. Respondents ranked data-led offerings ahead of moves into managed services and subscription models, both of which have shaped channel business planning in recent years.

Partner sentiment

Westcon-Comstor said the research links data-driven approaches with partners' efforts to stand out in a competitive market. It also framed data and analytics as a factor in how partners approach customer engagement over time.

"Our research confirms that data-driven innovation is now embedded as a critical driver of AI growth and differentiation for channel partners," said Atul Damani, Chief Data Officer, Westcon-Comstor. "In the era of lifecycle selling, leveraging AI-powered data and analytics can enable partners to save time, uncover highly targeted sales opportunities and focus their energy on where they'll get results. As channel evolution accelerates, the importance of data will only grow and at Westcon-Comstor we feel distribution has a vital role to play in ensuring partners are equipped with the insights and capabilities they need to thrive."

Westcon-Comstor partnered with Coleman Parkes to conduct the research. The fieldwork used an online methodology and surveyed network and IT strategy decision makers and influencers at channel partner organisations including VARs, MSPs, MSSPs and systems integrators. The sample included 100 participants from each of the UK, Spain, the UAE, Australia and Singapore.

Westcon-Comstor operates in more than 50 countries through its Westcon and Comstor lines of business. The company said it works with IT vendors and a channel of technology resellers, systems integrators and service providers.

The company said it expects data and analytics to remain central to partners' growth strategies as the channel continues to adjust to customer demand for measurable outcomes and ongoing engagement models.