Channel companies need vendor enablement to give customers the business outcomes they seek.

Customer expectations are changing, and partners are seeing this play out through customer missteps. Businesses assume an application will solve their problems, then discover that real value comes from process design, workflow management, and operating parameters — with automation and applications layered on top.

That's why partners are increasingly asked not just to fix problems but also to prescribe the outcomes.

AI is the clearest case: With roughly 95% of enterprise deployments failing, frustrated customers are turning to partners, opening a major growth opportunity that vendors should fuel with the enablement partners need to build their own IP and methodologies.

Reporting from Autodesk University in Las Vegas after a day with Autodesk's top global partners, Channelnomics CEO Larry Walsh discusses the topic in the latest episode of “In the Margins.”