Throughout my career, technology has constantly reshaped how partnerships operate, but one truth remains: strong ecosystems outperform everything else.

Sage’s ecosystem is one of our greatest advantages, spanning VARs, ISVs, MSPs, accountants, advisors, and Sis, who influence more than half of our revenue and are deeply trusted by customers. That breadth and depth is a genuine differentiator in the market and a core part of how we win together.

That came through powerfully at Sage Future for Partners in Barcelona and Orlando. Partners were practical and direct about what matters most right now: building trust with customers, modernising in ways that deliver real value, and driving sustainable, profitable growth together. Those conversations reinforced the momentum we already have and the opportunity ahead, aligning our shared vision, and working as one connected ecosystem, as cloud, data, and AI reshape the market

Partnering Will Be More Than an AI Agent Tick Box Exercise

In 2026, success will not be defined by how many partners a company has, but by how deeply those partnerships create value together. The next era of partnering will move beyond checklists and certifications toward shared ambition, where collaboration fuels innovation that benefits everyone – partners, customers, and communities.

Agentic AI will open new ways for partners to build, extend, and innovate, but it is the ideas and relationships behind the technology that will make the difference. The strongest ecosystems will be those built on openness, trust, and a commitment to helping one another grow.

Partnership will no longer be about ticking a box. It will be about unlocking what is possible when the right people come together to build for the future.

Trust Will Be the Real Measure of Partnership

As AI becomes embedded in more customer solutions, trust will matter more than ever – it will become the true currency of partnership. Customers will expect partners who can explain outcomes, protect data, and use AI responsibly.

The strongest partnerships will be built on openness, sharing data, insights, and accountability across the ecosystem so that everyone succeeds together. Trust is not built overnight. It comes from a shared purpose, consistency, and transparency – the qualities that turn collaboration into long-term value. Partners who embody these traits will not only earn confidence from customers but deliver greater results across every relationship

In 2026, trust will define who customers choose to work with, and who they choose to stay with.