A Discussion About Community within the Channel at ITEXPO 2025

For years, the channel has been the backbone of the tech industry. Vendors, distributors and partners worked together in a finely tuned, if somewhat rigid, system of transactions. Deals were made, quotas were met, and the machine kept running.

But let’s be honest, readers. The channel, as we’ve known it, has been running on fumes. The old ways of doing business (where vendors push products, partners try to make margins, and everyone fights over incentives) are outdated and are failing both sides.

Partners find themselves frustrated. Vendors are disillusioned. The once-thriving channel model is showing cracks, and it’s time to stop patching them up with another “new and improved” program.

What the industry needs is a better community. A true ecosystem where vendors and partners aren’t just engaging in transactions but in meaningful, mutually beneficial relationships. Because when it’s all about transactions, the results are short-lived. But when it’s about community, everyone wins. Yes, everyone: businesses, partners, vendors and the industry at large.

This shift from channel to community isn’t just theory; it’s a necessity. And at ITEXPO 2025, we’re tackling it head-on. Join us for “Channel is Dead. It’s All About Community” on Tuesday, February 11, from 4:00-4:45 PM, where industry leaders will break down why traditional channel programs are failing and how a Community Framework — Win to the 4th Power (business, partners, vendors, community) delivers real results.

Attendees will gain actionable insights into partner enablement strategies that create better alignment, stronger relationships and more success for everyone involved.

Also at ITEXPO (News - Alert), attendees have an opportunity to roam and connect with others in the robust exhibit hall, among other activities. This event brings together buyers and providers of business technology products and services that drive business success. 

Register today for ITEXPO 2025, taking place February 11-13 at the Broward County Convention Center in Fort Lauderdale, Florida.