By shifting to an agency model and consolidating partner operations, Autodesk has increased profitability, streamlined go-to-market execution, and positioned its ecosystem to deliver differentiated value in vertical markets.
Autodesk is undergoing one of the technology industry's most significant partner strategy overhauls. A company that was once entirely reliant on its channel for go-to-market execution is now executing a bold transition: moving 84% of its business to an agency model, consolidating reseller functions, and redefining how it captures value through partners.
While the shift is often misunderstood as a march toward disintermediation, Autodesk’s approach is more nuanced. Sales and account management are conducted directly by Autodesk, while partners receive commissions for referring sales and continue to support customers with services.
“Now, more than ever, we need our partners,” said Rachel Tuller, vice president of global channels at Autodesk (San Francisco headquarters pictured above, courtesy of Creative Commons). “But we need them delivering differentiated value, not just processing transactions.”
