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Go-to-Market (GTM) Channel Decision Maker Survey

The 2024 GTM Channel Decision Maker Survey Report reveals a dynamic and fast-evolving partner ecosystem shaped by emerging technologies and shifting buyer behaviors. Based on insights from 705 technology partners across North America and Western Europe, the report uncovers the momentum behind AI, cybersecurity, and cloud as the top growth engines.

The report also explores how vendor alliances, cloud marketplaces, and skills development are becoming central to partner success. If you're looking to understand current and future trends, how partners are prioritizing investments, and what’s driving competitive advantage in today’s tech landscape, this report is essential reading.

VENDORS INCLUDED IN THE REPORT

AWS  .  Microsoft  .  Google  Cloud
and more

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A sneak peek inside the report

  • 60% of partners expect double digit growth in 2025, driven by digital transformation and services opportunities, but challenges such as rising costs and budget pressures remain as noted concerns.
  • 69% of respondents view Microsoft as a key partner, with AWS (66%) and Google Cloud (54%) following closely. Additionally, 87% report frequent customer purchases through hyperscaler marketplaces, reinforcing their growing role in sales and procurement.
  • AI software (86%) and cybersecurity (82%) are the top technology categories driving growth for the community.
  • 83% of partners are confident their business will thrive in a market landscape being disrupted by AI, but only 19% of those partners believe they have a strong brand in the field of AI.

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The data in the above graphics is derived from the Futurum Intelligence 2024 GTM Channel Decision Maker Survey Report