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.

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. 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.

While in South Africa, 40% of partners are targeting 20%+ growth this fiscal year. The country reported the highest share achieving 20%+ growth over the past two years, and the average NPS is 52, the highest across all surveyed countries. South African partners also report a 50% average gross profit margin (vs 42% global).

• AI as an enabler

Around 70% of channel partners globally say they have an AI practice, often meaning they resell or implement software with embedded AI features. High performing partners go further. 87% report a dedicated AI practice, and 60% say 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. Among local partners, 60% report AI has already made their service delivery more efficient, underscoring the practical, near‑term benefits customers are seeing from AI‑enabled solutions.

• 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. Two‑thirds (66%) of partners in South African offer specialised micro‑vertical solutions.

• 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. Locally, 38% say they only work with top‑tier software brands with proven partner success.

• 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. 

“South African software partners are not just participating in the global channel; they are defining its future. Their exceptional growth and world-leading customer satisfaction demonstrate a relentless focus on outcomes, specialisation where it matters most, and the application of trusted AI to real-world challenges. At Sage, we are equipping them with the tools, skills, and support to accelerate success and deliver value faster. Together, we’re ensuring South Africa continues to set the benchmark for innovation and leadership in the ecosystem,” says PJ Bishop, VP Services: Africa and Middle East.

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.