As enterprise software evolves, so do the models for how it’s sold, delivered, and supported. Increasingly, vendors are recognizing that the greatest customer value isn’t in the initial transaction — it’s in the integration, enablement, and services that follow.
Autodesk, a longtime leader in design and engineering software, has taken this insight to heart by fundamentally rethinking its approach to working with partners. Instead of relying on traditional resale models, Autodesk has shifted to an agency structure, where partners generate demand, Autodesk transacts directly with the customer, and partners continue to deliver post-sales value.
The benefits are multifaceted: Partners are freed from administrative burdens, such as billing and collections, while gaining deeper visibility into customer usage data and more predictable revenue streams. Customers gain direct access to modern self-service capabilities and consistent pricing. Autodesk, meanwhile, gains control over pricing, data telemetry, and operational insights that inform future growth strategies.
This sweeping transformation was not without skepticism or operational hurdles. Yet, early results indicate improved renewal rates, higher partner margins, and stronger customer retention. It’s a strategic pivot that may become a blueprint for others in the industry — but only under the right conditions.
Autodesk Vice President of Global Channels Rachel Tuller joins Larry Walsh on Changing Channels to discuss the strategy, transition, and results of this strategic change.