What every channel partners needs to learn to be successful in 2026 (adapt selling to how tech buyers prefer to procure solutions)

The fatigue is real. Partners are done sitting through slide decks that feel like late-night infomercials for “the most revolutionary solution since sliced cloud.” They’ve heard it all before. Every vendor says their platform “simplifies complexity,” “drives transformation,” and “empowers innovation.” The words have lost meaning. Here’s the truth: your partners aren’t your sales reps. They’re entrepreneurs juggling dozens of vendors, multiple revenue streams, and their own cu

Let’s talk about two words that make every marketing exec’s pulse quicken, though rarely for the same reason: Social Selling  and GEO . Social selling is that thing everyone claims they’re doing (“We post on LinkedIn every Tuesday!”) but few are doing well. GEO, short for Generative Engine Optimization , is the new acronym people nod along with during webinars while quietly Googling later. Combine the two and you get something that actually matters: a way to make both humans