The channel is being redefined by a new wave of high performing partners who are scaling faster, adopting AI sooner, and delivering measurable customer outcomes.

These are the findings of a new IDC study* of more than 2,000 software resellers, commissioned by Sage, the leader in accounting, financial, HR and payroll software for small and mid-sized businesses (SMBs).

“High performing partners are building growth on innovation that delivers outcomes. They lead with customer outcomes, invest in AI as a differentiator, and run disciplined, services-led models with clear vertical focus.

This cohort is translating technology into higher margins, faster time-to-value and stronger customer advocacy. Their success is repeatable, and their model is setting the pace for the next evolution of the channel,” says Stuart Wilson, Senior Research Director, EMEA Partnering Ecosystems at IDC.

High Performance Blueprint

In this blueprint, we define high performing partners as those delivering 20% or more revenue growth in the past two fiscal years.

• Growth with quality

Ambition is high across the ecosystem: 63% of all partners report double-digit yearly growth, rising to 70% for UK partners, despite economic headwinds. Among high performing partners, 84% are targeting 20%+ this year. They also report 66% average gross profit margin against the global average of 42%.

High performing partners are also reporting a Net Promoter Score (NPS) of 61 compared to the global average of 48, signalling stronger customer satisfaction and advocacy.

• AI as an enabler

At global level around 70% of channel partners say they have an AI practice, often meaning they resell or implement software with embedded AI features. High performing partners go further with 87% reporting a dedicated AI practice. More than half (52%) of UK partners say AI has made their service delivery more efficient. The effect has been undoubtedly positive, with 60% of partners globally and 70% of UK partners saying that most of their customers already see measurable business impact.

These partners aren’t just reselling AI. They’re embedding it into service models to automate delivery, drive smarter decisions, and turn innovation into tangible gains like faster workflows, reduced errors, and stronger compliance. 37% of UK partners rank AI-focused services as a top three strategic priority and over 70% are targeting double-digit growth this fiscal year.

• Depth over breadth

Nearly 70% of high-performing partners offer micro-vertical solutions. Specialisation means meeting customers where they are, speaking their language and solving sector-specific challenges. This makes it easier for customers to get started quickly, see value faster, and avoid costly customisations. For partners, it means less rework, smoother delivery, and more opportunities to grow in-life revenue.

• Vendor brand

Seven in ten partners place strong emphasis on working with software brands that have a stellar reputation, and roughly a third say selecting a top-tier brand is the single most important factor. A strong brand signals ambition, vision and momentum. It helps partners win trust, lead with confidence, and stand out in competitive markets.

• Investment mindset

33% of high performing partners treat investment as a company-wide strategic priority. This mindset reflects their commitment to scale, specialisation, and transformation. Whether building new services, deepening vertical expertise, or developing proprietary IP, these partners are laying the groundwork for sustained growth.

“Partners who win put customers first, specialise where it counts, and apply AI to real problems. Sage helps them scale those strengths to unlock growth and accelerate time to revenue so they can lead the next wave of innovation. That’s the ecosystem we’re building together,” says Juha Harkonen, VP Partner Ecosystem, Sage.

What this means for the channel

In a market defined by acceleration, high performance is no longer a competitive advantage, it’s becoming the baseline. The industry is undergoing a fundamental shift, from transactional sales to outcome-driven value, from product push to strategic enablement, and from fragmented activity to long-term bets on scale, specialisation, and trust.

As the channel evolves, partners who embrace these behaviours will be best positioned to lead, grow, and shape the future.

These findings will also shape discussions at Sage’s flagship event, Sage Future for Partners, in November. Leaders from across the ecosystem will gather to explore the trends reshaping the industry and empower partners to drive high performance across regions.

*Source: IDC InfoBrief, sponsored by Sage – High Performance Unlocked: How Leading Partners Are Building the Future of the Channel