How Channel-Focused Vendors Are Approaching the Rest of 2025
Parsec's Susana Cabrera was quoted in Channel Insider's “How Channel-Focused Vendors Are Approaching the Rest of 2025.”
“Partners succeed when we treat enablement as an ongoing commitment, not a checklist. That includes delivery frameworks, co-sell collaboration, and sales assets tailored to how partners engage customers,” said Parsec’s Global Head of Channel and Alliances, Susana Cabrera.
Cabrera also notes that vendors should consider not just how they support partners, but who their ideal partners are in the first place.
“The right partners are not the ones who just say yes—they’re the ones who elevate your brand and extend your reach. To attract them, vendors must stop treating partners as transactions and start treating them as growth collaborators,” said Cabrera. “That starts with understanding their business model, tiering partners based on impact and potential, and investing in a differentiated Partner Experience. The partner journey begins long before the contract is signed—and when done right, it becomes a magnet for the partners who truly move the needle.”
For Cabrera, organizations considering how to adjust their strategies should focus on a few key priorities at a time.
“In the second half of the year, the most strategic adjustments are the ones rooted in execution. Focus on the trifecta: enablement, execution, and value creation. Identify which partner relationships are lagging, which assets are outdated, and which efforts need to be dialed up or scaled back,” Cabrera said. “Don’t try to fix everything at once—go for high-impact shifts and sustainable progress.”
