The move from taking direction to helping set it is underway, but the shift works only if it’s properly resourced.

Traditionally, partners react to their vendors’ strategy and field execution plans: Channel teams publish them, and partners are expected to align. That’s beginning to change. Partners are contributing more than feedback and are joining vendors in developing strategy, which brings both sides into closer alignment.

We’ve got the research to back this up: Nearly three-quarters of partner and channel leaders say orchestrating partner ecosystems is very important or essential. A majority say more than 40% of their revenue comes from partners and indirect routes. But here’s the catch: Half of those same leaders say a lack of resources is a top barrier to execution.

Jen Waltz, expert-in-residence at Channelnomics, shares insights on the topic while attending an event in New York City. She looks at what it takes for partners’ seat at the table to matter: a funded operating model, value measured from the partner’s side, and aligned direct-sales teams.