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AI-Powered Partnerships: How Channel Programs Can Unlock Growth with Expertise and Profitability

Channel partner programs have long been a cornerstone of successful go-to-market strategies. But in today’s data-driven landscape, these programs need to evolve to stay competitive. Here’s where Artificial Intelligence (AI) steps in, offering a powerful toolkit to empower partners, improve customer service, and ultimately, drive incremental profitability.

Market Challenges and the AI Opportunity
Market research giants such as IDC paint a clear picture: generative AI will add nearly $10 trillion to global GDP over the next 10 years. To justify investments in AI, partners need to build a strong business case by simulating both potential costs and achievable benefits. While channel programs offer significant benefits, they also face challenges.

Partners often lack the necessary expertise, leading to missed sales opportunities. Additionally, inconsistent incentives and fragmented communication hinder program effectiveness. This is where AI presents a compelling solution. By equipping partners with AI Masterclasses, fostering AI Data Science skills, and building overall AI expertise, brands can create a powerful program that drives mutual success.

Unlocking Partner Potential with AI
AI can be a game-changer for channel partner programs by addressing key challenges and enhancing opportunities. By leveraging AI Masterclasses, AI Data Science training, and fostering AI expertise, brands can create a future-proof channel partner program. Partners become trusted advisors, customer experiences improve, and incremental profitability for all parties becomes a reality. This is a win-win for brands and partners alike, paving the way for a more sustainable and successful future for channel partnerships.

AI Masterclasses
Imagine tiered programs catering to different partner skill sets. Beginners can learn AI fundamentals, while advanced partners can deep dive into industry-specific applications. This empowers partners to become true AI advisors for their customers. HP recently announced the launch of the industry’s first-ever role-based AI partner training and certification program at its Amplify Partner Conference. This initiative aims to empower HP Amplify partners with the expertise needed to become trusted advisors for their customers in the ever-evolving world of AI.

Kobi Elbaz, Senior Vice President & General Manager Global Channel, Sales Innovation & Operations, HP Inc.

The program dubbed the HP Future Ready AI Masterclass, is designed to be comprehensive and adaptable. It offers tailored training pathways for different roles within a partner organization, including sales representatives, account managers, and technical consultants. By participating in the program, partners will gain a deep understanding of HP’s extensive AI solutions portfolio, along with the ability to effectively analyze customer needs and recommend the most suitable AI products to address their specific challenges.

This not only empowers partners to become true AI consultants but also opens doors to exciting new market opportunities. With a growing demand for AI solutions across various industries, HP’s program positions partners to capitalize on this lucrative market trend. The HP Future Ready AI Masterclass is powered by HP University, a trusted source for high-quality training programs.

AI Data Science Training
Equipping partners with data analysis skills unlocks a goldmine. Partners can analyse customer data with AI, identify trends, and translate insights into actionable recommendations. This personalised approach strengthens customer relationships and drives sales.

HP is also revving up its channel partner program with the launch of the HP AI Data Science Growth Play. This innovative program equips partners with the tools and expertise they need to unlock new revenue streams in the booming field of AI and Data Science.

Under this program, the company will provide its partners with a comprehensive toolkit, including training modules, marketing materials, and sales support specifically focused on AI and Data Science solutions. Partners will gain in-depth knowledge of the company’s AI and data science offerings, allowing them to confidently recommend the best solutions for their customers’ specific needs.

Amplifying Growth
HP has also introduced the new Amplify Growth Plays program. Under this program, partners can access this exciting program designed to supercharge their business in HP’s key growth categories. Partners can choose the Growth Plays that best align with their business focus – whether it’s AI & Data Science, Personal Systems, or 3D Printing – and gain access to specialized resources. The program also goes beyond resources, offering special compensation elements that reward partners for driving sales and achieving incremental profitability within their chosen Growth Plays.

The HP Amplify program now adopts a consistent framework with two clear tracks – Synergy and Power – catering to a wider range of customer needs. In addition, HP is expanding its Amplify Impact initiative, which was previously focused on Commercial Partners. The program now extends to Distribution Partners, too. This empowers a wider network to champion sustainability through access to resources and training that promote positive change in areas such as climate action, human rights, and digital equity.

Building Expertise
Creating a centralised hub for knowledge empowers continuous learning. Brands can develop resources such as case studies and webinars. This fosters a culture of AI-driven problem-solving and positions partners as trusted consultants.

Brands also need to maintain open communication with partners about AI implementation and how it benefits them. This can be done by encouraging collaboration between brands and partners to ensure AI solutions are aligned with program goals and partner capabilities.

By leveraging AI, brands can personalise marketing campaigns and promotions that target specific partner groups. AI can predict partner behaviour and preferences by analysing partner data, allowing organisations to offer tailored promotions that drive partner engagement and loyalty. This can be particularly effective when it comes to cross-selling and upselling, helping organizations develop and offer targeted promotions to partners who are most likely to be interested in particular products or services.

AI can improve partner enablement programs, by offering hyper-personalised experiences to partners. It can revolutionise partner enablement programs and improve partner relationship management platforms. By harnessing the transformative power of AI, brands can unlock the full potential of their partner marketing efforts.

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Chris Fernando

Chris N. Fernando is an experienced media professional with over two decades of journalistic experience. He is the Editor of Arabian Reseller magazine, the authoritative guide to the regional IT industry. Follow him on Twitter (@chris508) and Instagram (@chris2508).

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