At the beginning of 2026, partner confidence was running high. Resellers, integrators, and managed service providers (MSPs) weren’t just expecting growth; they were planning for it. According to Channelnomics research, 86% of partners anticipate revenue increases in the coming year, while 88% expect profits to rise. Perhaps more telling, 90% say that they’re actively reinvesting in their businesses to drive incremental growth. Their target: approximately 15% overall growth in revenue and profit.
That level of optimism isn’t speculative. It reflects a market that continues to expand in both opportunity and complexity. Customers are buying differently, vendors are evolving their portfolios, and new routes to market are emerging alongside traditional ones. For partners, growth is no longer tied to a single motion or relationship. It’s increasingly shaped by how well they align with shifting demand signals while positioning themselves to capture new sources of value.
What’s less clear — and more important — is the source of that growth.
Partners today have more options than at any point in the history of the channel. They can deepen relationships with existing vendors, expand into new supplier ecosystems, invest in digital sales models, or build capabilities that open access to new customers. They can also lean more heavily on intermediaries such as distributors or pursue closer alignment with vendor-led sales motions. Each path offers potential, but not all are being prioritized equally.
Channelnomics has compiled the top go-to-market relationships and sources that partners say will fuel their growth in 2026. This is where partners are placing their bets. It also provides vendors with insight into how partners view customer behavior, competitive pressures, and the mechanisms most likely to translate investment into return.
For vendors and channel leaders, this is where the signal becomes actionable. Understanding how partners are shifting their focus offers a clearer view into how programs, incentives, and go-to-market strategies need to evolve.
One wild card is the broader economic impact of the U.S. conflict with Iran. The situation is already driving up energy prices, which will likely translate into inflationary pressure across multiple sectors. Some regions could slip into recession. The extent of the economic impact on partner confidence and customer spending may not be fully visible until later in the second quarter, but Channelnomics expects these growth priorities to remain intact, even if their near-term productivity is affected.
The data is exclusive to Channelnomics IQ. CiQ members can log in to access and download the full dataset. Non-members can learn more about joining by contacting Channelnomics at info@channelnomics.com.