The Evolving Partner Landscape: 2023 Edition
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In 2021, Ecosystm Principal Advisor Niloy Mukherjee wrote about the evolving partner landscape and the rise of non-traditional partners. This trend has continued to grow, and the “partner” has now evolved to include many of the things mentioned in that article.

These new avenues provide opportunities for growth but also bring with them some challenges. Building a successful partner program that considers the growing importance of new kinds of “partners” while managing the existing partner network can be a difficult task – one that many providers are still struggling to perfect.

Simultaneously, the expectations from traditional channel partners have also changed. The role of these partners is changing as platformisation and access make it easy to transact without an intermediary.

The partner world in 2023 is in an extraordinary state of flux.

Read on to find out Niloy’s thoughts on why the partner landscape is in a state of flux; how partners are evolving away from traditional roles and what is motivating the shifts: and the impact on both traditional partners and the partner strategies of large technology providers.

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Niloy brings deep expertise in the digital and technology industry with over 25 years experience, spanning McKinsey, Dell, HP, Compaq and the Tata Group. He has covered complex engagements across functional areas in the Commercial space – Sales, Go-To-Market, Business Development, Media, Product Marketing, Pricing, Field Marketing, Business Planning, Operations, Strategy & Planning, Digital Operations. He has led engagements to build Go-To-Market strategies and specialised in Product Management – designing the appropriate portfolio and Pricing. He has delivered strategies to balance growth and market share growth while still delivering on profitability. Niloy was the Vice President responsible for the Client Solutions product line across APJ at Dell and also the Head of Strategy for APJ for End User Computing, managing a large team and has also led a global organisation as the Worldwide Client Solutions Pricing Director. He has collaborated extensively with the C-suite to enable clients across the Digital Value Chain. Niloy is a graduate of the Indian Institute of Management, Ahmedabad. Prior to that he studied Mechanical Engineering from the University of Pune.


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