The overall confidence score reached 7.9 out of a possible 10.
The report found that, with optimism the highest it has been in five years, channel leaders are focusing on the areas that matter, including embracing innovation, enhancing the customer experience, and attracting and retaining the right talent. Added to that has been the introduction of a total experience strategy to achieve consistency across the organisation and create a better experience for stakeholders.
Like many industries, AI is transforming the ways that channel companies improve their operational efficiencies, with 82 per cent of respondents stating that AI would positively impact their business. However, when it comes to leveraging AI, it fell much lower down the priority list, with only 74 per cent stating that they were already adopting AI in their own business strategies.
With this in mind, Agilitas asked respondents how confident they were in their organisation's ability to balance company culture with emerging technologies. Despite the inevitable nervousness within the workforce, channel leaders ranked their confidence at 7.8 out of a possible 10. Ninety six per cent of CEOs surveyed were confident, with 48 per cent scoring a maximum 10 out of 10. However, this fell significantly at other employee levels, with only 46 per cent of junior managers sharing the same level of optimism.
Disconnects between CEOs and their workforce were noted across a number of factors, including delivering a superior customer experience and channel companies’ ability to achieve a positive workplace culture. This disconnect can stem from communication gaps, differing perspectives on company goals and lack of transparency, which re-emphasises the importance of having a clear company strategy and values that employees can relate to.
In terms of net zero goals, while more than 77 per cent of companies stated that sustainability will be a focus for the next 12 months, less than one in five are calculating their full carbon footprint across scopes 1,2 and 3.
"It is becoming increasingly difficult for channel companies to prioritise their efforts, with increasing pressures related to emerging technologies, resilient company cultures, sustainability initiatives and the customer experience," said John Hayes-Warren, CEO of Agilitas. "Despite this, it’s promising to see many channel leaders starting to put their strategies into action, and keep pace with the market changes. Our 2024 Channel Trends report aims to help businesses identify the biggest gains, what strategies are being prioritised, and most importantly, whether enough is being done to prosper."
In partnership with leading research firm, Censuswide, Agilitas surveyed 250 respondents working in UK-headquartered channel businesses, with an annual turnover of more than £5 million. The report is designed to give channel leaders insights into the current market trends, to aid their decision-making and strategies.