With technology reshaping business strategy, investment surging in AI, cloud and security, and customers demanding more strategic support, partners face defining decisions. While 48% of Australian and 58% of NZ businesses rank it as their #1 success lever, technology alone is no longer the differentiator.
The question isn't whether to invest in technology – the future belongs to partners who deliver technology underpinned by strategic thinking, specialist expertise, security and collective intelligence with complementary partners. This is not where most partners are playing today, and the opportunities are immense and growing as we head towards 2030.
The shifts reshaping ANZ channel partners
(and what to do about them)
Seeking facts rather than speculation, Dicker Data commissioned Tech Research Asia (now part of Omdia) to survey 250+ ANZ businesses and channel partners to see exactly what customers need and, crucially, what successful partners do differently.
The findings paint a clear picture of where the channel must go - and where most partners aren't, yet.
Technology is strategic priority #1
Faced with unpredictable markets, many leaders are doubling down on the one transformative lever they can control. 48% of Australian and 58% of NZ businesses say emerging technology will impact their business more than any economic factor over the next two years.
For partners, this creates an opportunity to position yourselves as trusted consultants. Success comes when you move beyond technical execution and instead guide clients through strategic planning, business case development and change management to align technology with business outcomes.
Value now beats price, convincingly
The data is unequivocal. Only 6% of Australian and 5% of NZ businesses make purchasing decisions solely based on lowest cost. The majority (56% Australia and 63% NZ) focus on overall value, weighing up the complete package of cost, performance and innovation. You can't discount your way to growth.
Too often, technology procurement devolves into debates over price per user, but customers want partners who can bridge the gap between where they are today and where they need to be by 2030, especially when it comes to cloud, cybersecurity and AI.
The need for speed. Who’s leading who?
Here's an uncomfortable truth from our research: 64% of high-performing ANZ organisations say they're moving faster than their technology partners.
At a pivotal moment when technology is driving the future, many partners risk becoming the bottleneck rather than the accelerator. The challenge is clear – close the innovation and knowledge gap or watch customers find new partners who can.
The opportunity lies in shifting from selling solutions and working alone to working collaboratively to delivering measurable business results at pace, enabled by technology.
The rise of collective intelligence
Technology is now moving faster than any single partner can keep up. Building and maintaining all the expertise in-house – if it's even possible – is slow, expensive and unsustainable.
Your customers don't expect you to do it all. They expect you to deliver it all. 71% of ANZ businesses now work with two to five partners, and it's no longer about protecting your patch.
Partners who collaborate with trusted specialists that complement their strengths across the AI, cloud and security lifecycle earn loyalty, deliver results and secure long-term partnerships that benefit everyone.
Surge in cloud, AI and cybersecurity investment brings governance gaps
Yes, there's hype around AI. But businesses are putting their money where their mouth is. 71% of ANZ businesses plan to increase AI investment in the year ahead, with nearly half reallocating budget from other technology spending.
However, the rapid pace of innovation creates significant security and governance gaps, with 56% of ANZ organisations reporting shadow AI – the unauthorised use of AI tools at work.
There is a significant opportunity for partners to become AI enablers, driving productivity and innovation by helping customers streamline workflows and transform the way they work. By guiding clients with the right tools and trusted advice, partners can deliver real business outcomes while ensuring security. Those not embracing AI solutions risk missing growth and revenue opportunities.
Choose once, choose right
The strategic partner shift has already begun. Technology is the foundation, but success now requires a step change: forward-looking strategy, specialist expertise, security governance and trusted partnerships that reimagine what’s possible.
The window to establish your position as a value-driven, AI-ready partner is open, but it won't stay that way. Partners who act now, who invest in capabilities beyond technical delivery, who build ecosystems rather than protect patches are tomorrow's leaders.
Based on the latest research, the Strategic Partner Shift report details all the findings, along with all seven perspectives shaping the channel, plus four practical actions you can take to make the shift and capitalise on the emerging opportunities.
Download the report: Strategic Partner Shift - Reimagining possibilities in the AI era →
We've also created a range of practical resources to support your decision-making:
- Guide: 10 Questions to Ask When Choosing a Microsoft CSP Distributor
- Partner success stories and case studies
- Strategic planning tools and resources
Let’s make the strategic shift together
If you have questions or want to explore a distribution partnership with Dicker Data, contact our Microsoft specialists today.
About the Author: Sarah Loiterton is General Manager, Microsoft Cloud at Dicker Data, where she leads the Microsoft Cloud strategy across ANZ. Specialising in distribution channels, partner management and go-to-market strategy, Sarah is passionate about helping partners navigate market changes and capture new opportunities in the evolving Microsoft ecosystem.
