Here’s Where 20 Channel Chiefs Would Like To See Partners Invest In 2023

Channel programs News

Rick Whiting

February 09, 2023, 02:56 PM EST

Channel executives on the CRN 2023 Channel Chiefs list were asked in what areas they would most like to see their channel partners invest in 2023. Here’s what 20 channel chiefs had to say.

Wise Investments

Given the nature of the rapidly evolving IT industry, solution providers are constantly having to recalibrate where they need to invest their resources around the products and services they offer, the IT vendors they work with, the markets they target, the training and skill sets their employees need, and so on.

That’s where successful channel executives and the partner programs they operate can help, providing partners with expertise and resources to help them make those decisions and follow through on execution.

As part of the CRN Channel Chiefs 2023 project, we asked the nearly 600 channel executives that made the list to tell us where they would like to see channel partners invest in 2023, whether in new technologies, new service offerings, or new skills and training. Here’s what 20 had to say.

Amazon Web Services

Ruba Borno

VP, Worldwide Channels and Alliances

I’d like to see partners continue investing in customer outcomes: Those who do so and broaden their value-exchange with customers have the largest opportunity and see higher ROI. Training and certification: Investing in cloud skills to succeed and remaining competitive is important and beneficial for the workforce today and tomorrow. AWS Marketplace: Canalys predicts [that] by 2025 cloud marketplaces will grow to over $45 billion (double our pre-pandemic forecast) and represent an 84 percent CAGR. Our vision is to make AWS Marketplace the most efficient, automated and economical place for customers to find, buy, manage and deploy third-party software, data and professional services.


Cynthia Loyd

VP, Global Enterprise, Commercial, Partner Sales

Partners should focus on increased presence in local geographies. They should find a lane where they can be successful and focus there. For instance, if you’re great at SMB in France, with feet on the street, then focus there and excel. Partners should play into their expertise and do what they do best—what they can do better than us for the customers—and be the best at doing it. Specialization is key. We’re looking for highly technical soup-to-nuts partners who provide value to their customers and own the customer outcome.

Rick Whiting

Rick Whiting has been with CRN since 2006 and is currently a feature/special projects editor. Whiting manages a number of CRN’s signature annual editorial projects including Channel Chiefs, Partner Program Guide, Big Data 100, Emerging Vendors, Tech Innovators and Products of the Year. He also covers the Big Data beat for CRN. He can be reached at