Mario M. Veljovic explains how specialised expertise, recurring services and trusted data can help partners deliver measurable customer outcomes.
A rtificial intelligence is creating new opportunities across the channel, but sustainable growth will depend on more than selling the latest technologies. Partners must strengthen their expertise, develop recurring services and help customers establish the secure infrastructure, trusted data and cyber resilience required for successful AI adoption.
In an interview, Mario M. Veljovic, General Manager at VAD Technologies, discusses how channel partners can remain competitive, improve profitability and evolve into trusted advisors. He also examines the importance of specialisation, ecosystem collaboration and measurable business outcomes in building a future-ready channel business.
Interview excerpts
How can channel partners build a profitable and future-ready business in an increasingly competitive and AI-driven market?
The channel is at a turning point. AI represents one of the biggest technology opportunities we’ve seen in decades, and in every gold rush, the people who consistently succeed are often those selling the shovels. For our industry, that means enabling customers with AI-ready infrastructure- the secure, scalable compute, storage, networking, and cyber resilience that AI depends on. Partners should focus on becoming trusted advisors who help customers build the right foundation, rather than simply selling the latest AI application.
Those who invest in expertise, services and long-term customer success will be best positioned to create sustainable growth.
As traditional product margins continue to decline, where do you see the biggest opportunities for partners to create recurring, higher-value revenue streams?
Recurring services are where sustainable profitability is created. Professional services, managed services, AI consulting, cybersecurity, data protection, lifecycle management and cloud optimisation all generate predictable revenue while strengthening customer relationships. Customers aren’t looking for another hardware supplier—they’re looking for partners who can help them achieve measurable business outcomes. Many organisations are eager to adopt AI but struggle with data readiness.
What role should partners play in helping customers build the right foundation for successful AI adoption?
This is probably the most important conversation in the industry today. Everyone is talking about AI, but many organisations still haven’t addressed the fundamentals. I always say: ‘If you can’t manage your data, you’ll never manage your AI aspirations and goals.’ AI is only as good as the quality, accessibility, governance and security of the data behind it. Before organisations invest in AI models, they need to modernise their infrastructure, eliminate data silos, strengthen cyber resilience and ensure their data is trusted and available. That’s where channel partners create real value.”
What capabilities and investments should every partner prioritize today to remain relevant over the next five years?
My advice is simple: Stay focused. Don’t become a Jack of all trades and master of none. The technology landscape is simply too broad for anyone to be an expert in everything. Successful partners identify where they can truly differentiate themselves, whether that’s AI infrastructure, cybersecurity, cloud, data management or managed services, and then build deep technical expertise around those areas.
Customers value specialists who can solve complex business challenges far more than generalists who try to do everything.
How can distributors, vendors, and channel partners collaborate more effectively to deliver business outcomes rather than simply selling technology?
The strongest ecosystems are built on trust, collaboration and shared success. Vendors drive innovation, distributors provide enablement, technical expertise, financing and market reach, while partners bring customer intimacy and execution. When everyone aligns around solving customer business challenges instead of simply moving products, the entire ecosystem becomes stronger. Success is no longer measured by the number of boxes shipped, but by the value delivered to customers.
Looking ahead, what will distinguish the most successful channel partners from the rest?
The winners will be those who focus on expertise rather than volume. They’ll invest in AI-ready infrastructure, cyber resilience, trusted data, recurring services and customer success. Most importantly, they’ll remain focused on their strengths. Technology will continue to evolve, but customers will always choose partners who combine deep expertise with the ability to deliver measurable business outcomes. In the AI era, success won’t belong to those selling the most products—it will belong to those enabling the most successful AI journeys. We’re witnessing the beginning of the AI economy. Every organisation wants to embrace AI, but AI starts with the right foundation. In this gold rush, AI-ready infrastructure is the shovel that enables success. Partners who help customers build secure, resilient and data-driven environments today will be the ones creating sustainable growth and long-term profitability tomorrow.
Source: Tahawul Tech