The lines differentiating channel technology partners are blurring. Hardware vendors now provide software and services, which allows them to touch more industry verticals, thanks to strategic partnerships. So, how can your business complement another? Start with a vendor partner that offers a large and diverse partner ecosystem and commitment to the channel. “Now is the time for partnership more than ever,” says Jason Kimrey, general manager of U.S. Channel Scale and Partners at Intel Corporation. “I think we have to rely on working with each other to grow our business together, but also prepare for not only the market that we’re facing right now, but the one down the road.”

Intel's partner program has evolved to bring its cloud service providers, software vendors, system integrators and other partners together under one program: Intel Partner Alliance. This allows partners to collaborate across industry lines to create new solutions that better serve customers.

“It’s got to be easier for partners to engage with us as a supplier or a vendor. It’s got to be about enabling them to grow more readily in the market,” says Eric Thompson, director of worldwide partner enablement, Intel Corporation. “Partner Alliance is designed to do those two things across the breadth of partner programs that we have out there today.” And, partners agree the Intel ecosystem is an asset when it comes to growing their businesses.

“We’ve worked with so many knowledgeable people within Intel who have not only provided us with just the information that we’ve asked for, but also the contacts that help further that development,” says Nino Vanich, CEO of EWC Technologies.

Intel Partner Alliance combines training tools for an easier and more personalized approach under Intel Partner University. You can also find your perfect partner match with the new Intel Solutions Marketplace, an online platform that uses analytics to automatically pair you with a partner who can help your business reach new verticals. “Solutions Marketplace is a great platform for our partners to transact and engage and learn about new partners and software companies that are building some of these capabilities that will help their customers,” says Kimrey.

Don’t just connect with Intel partners online, network in person at the Intel Partner Connect conference, a revamped event designed to bring together all Intel channel partners.