The Evolving Partner Landscape: Why Traditional Labels No Longer Suffice

The technology industry is undergoing a profound transformation, and nowhere is this more evident than in the partner ecosystem. For years, we’ve relied on familiar acronyms like IHV, ISV, VAR, SI, and MSP to categorize our partners. While these labels served their purpose in a simpler era, they are increasingly misaligned with the dynamic realities of today’s sales ecosystem, particularly for software and subscription services.

The Obsolescence of Traditional Designations

Consider the traditional roles: Independent Hardware Vendors (IHVs) focused on hardware components, Independent Software Vendors (ISVs) built software for third-party platforms, Value-Added Resellers (VARs) bundled and customized products, Systems Integrators (SIs) designed complex multi-technology solutions, and Managed Service Providers (MSPs) offered ongoing IT management. These were clear, distinct boxes.

However, the lines have blurred dramatically. We’re witnessing a pervasive “role-blur” where partners are diversifying their offerings far beyond their historical labels. For instance, a company once known solely for hardware, like HPE, now provides extensive services and as-a-service consumption models. 

Similarly, VARs are specializing in cloud solutions and cybersecurity, often embracing recurring revenue models akin to MSPs. 

This isn’t just opportunistic expansion; it’s a direct consequence of deeper market shifts, including the rise in popularity of cloud computing, the widespread adoption of subscription-based models, and escalating customer demand for holistic, integrated solutions that drive real business outcomes.

The Impact on Partner Engagement

This obsolescence of traditional labels presents significant challenges. Using old classifications can lead to judging a partner’s true potential incorrectly or assigning them to programs that don’t use their full skills. 

This stifles innovation and limits the effectiveness of go-to-market strategies. 

At SUSE, we understand that success now hinges on capabilities and outcomes rather than historical business categorizations. 

Simply creating more labels or refining old ones won’t address the underlying issue. We need a new paradigm, one that focuses on the specific capabilities a partner brings and the value they deliver. 

At SUSE, we are building this paradigm based on the core principles of our partner program: Partner Meritocracy, Integrity, and a profound respect for Customer Choice. 

Introducing an Attribute-Based Approach

This is why SUSE is championing a shift from “what a partner is” to “what a partner does and can do”. We are moving towards an attribute-based partner profiling framework. This model enables us to have a 360 degree view of a partner encompassing their functional capabilities, technical specializations, business models, engagement characteristics and more.

This framework offers a more granular, flexible, and accurate method for describing our partners. It allows us to recognize and leverage the full spectrum of a partner’s capabilities, irrespective of their historical label, and more precisely align partners with specific customer needs and fuel partner growth.

This foundational shift in how we understand our partners is crucial for fostering effective collaborations and delivering superior customer value.