Edition 9: The Power of Partnership

Welcome back to the Sage Download, our monthly newsletter covering everything you need to know about how technology is driving business growth. Each month, we bring you fresh content and expert insights from around the world. 

In today’s digital age, building a successful business takes more than great technology, it also requires strong, trusted partnerships that drive innovation. 

In this edition, we explore how the channel - the network of partners and resellers that help deliver solutions to customers - is being redefined and unpack how a new generation of partners is using AI to bring real change to SMBs and drive growth. 

The channel ecosystem has been at the heart of technology and business for decades. But its role has changed, partners are no longer just intermediaries, they’re strategic powerhouses shaping how businesses grow. 

But what does it take to truly get ahead? 

A global study of over 2,000 software resellers uncovers the secrets to building healthy, sustainable businesses posting double-digit growth. 

The resellers that lead the pack are leaning into their strengths in specific verticals. 

Some 70% are offering industry-tailored solutions, which meet the evolving needs and requirements of their customers. They are also leveraging the power of modern technologies – not only to deliver a quality service but to do it at scale with repeatability baked in.  

Sippora Veen joined Hannah Munro from itas Solutions - Sage Customer Success Partner of the Year 2024 & 2025 - one of Sage ’s key partners - and Stuart Wilson from IDC to explore what sets the fastest-growing partners apart, from investing in AI as a differentiator, to leading with customer outcomes. 

How the partner channel is being redefined 

Leading channel partners are helping their customers embrace new tech, strengthen resilience, and manage risks. 

High performance is no longer the aspiration, it’s the expectation. Customers are prioritising outcome-driven value, and the partners consistently delivering on their promises are the ones setting the pace in the market. 

In this article, we unpack this further and look at how partners are helping SMBs connect with emerging tech. 

Scaling faster together: Why collaboration is key to win in AI 

The highest performing technology resellers aren’t just investing in AI, they’re ensuring that AI tools are trusted and explainable, grounded in decades of expertise. 

In this article, find out more about how the channel is delivering growth in the age of AI.  

What we’re watching 

Check out Sage’s new docuseries, which brings together tech leaders, industry bodies, small business owners and accountants to explore how small businesses can make sense of the opportunities of AI in accounting.  

What we’re reading 

Matt Powell at CPO Magazine writes that companies are tearing up the rulebook on strategic alliances with partners. “As businesses are aiming for more flexibility, scalability, and creativity, the new contract structure introduces a new level of cooperation,” he says. 

Meanwhile, Sage’s Chief Technology Officer, Aaron Harris , writes that AI has moved “from hype to hard results”, and the channel is where those results come to life for SMBs.   

Separately, La Vanguardia in Spain reports that e-invoicing could save SMEs up to €13,500 per year, while also boosting productivity across the European Union. 

And Sage’s Phil Hobden shares the story of Stephen Paul , who is redefining what success looks like in accounting. After a personal turning point, he stepped away from the traditional model to build a business that puts empathy, purpose and impact first.  

We hope you enjoy the Sage Download and find the content as inspiring and informative as we do. There’s lots more on this topic that will be coming out of Sage Future for Partners over the next few weeks, so stay tuned!

Join us as we lead the conversation on how to use technology to unlock growth and help your business flow seamlessly into the future.  

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