Unlock Your Future: The Evolving Career Landscape in the UK Channel Industry

How Career Journeys Are Changing in the Channel

The Channel is a vibrant industry made up of resellers, MSPs, distributors, wholesalers, vendors, and other organizations, offering broad and varied job opportunities across the ecosystem. This provides endless possibilities for career growth, especially as technology continues to evolve. However, articulating these opportunities can be challenging, making it difficult for newcomers to envision their path.

Like many industries, working practices have been reshaped post-pandemic. Fredrik Hörnkvist, co-founder of Boom Collaboration, explained, "The pandemic pushed everyone towards digital-first selling. Many seasoned channel professionals who built their craft through face-to-face meetings had to retool quickly. Relationships still win; now we build them through clear writing, effective virtual demos, and disciplined follow-up."

Hörnkvist emphasized the importance of using tools effectively, stating, "CRM is no longer a contact register or a management reporting tool. It is the workbench. When next steps, partner plans, and notes live in one place, teams are more disciplined, responses are faster, and fewer things are missed."

He also discussed AI's impact, noting, "AI is the newest shift. Used well, it is a copilot that improves quality and speed, but you still need judgement, ethics, and customer empathy. Tools do not replace trust. People who combine human connection with digital competence will have the most options and the greatest impact."

Breaking Down Silos and Embracing Multi-Skilled Roles

Rob Tickle, head of marketing at VeloxServ, commented, "The old silos are disappearing. When I started, sales, marketing, and technical teams each had their own lane, sometimes physically segregated. Now, the most successful people are multi-skilled marketers who understand commercial strategy, salespeople fluent in digital, and technical teams who can tell a compelling story. Digital transformation and data-driven decision-making have raised the pace, but they've also opened up more opportunities than ever for those willing to adapt."

Lauren McManus, director at Electric Bloom, added, "Career paths are becoming less linear and more focused on people's skillsets. I've worked with many who joined in a technical capacity and moved into account management. This makes people well-rounded as they've experienced multiple roles and can better empathize with customers."

McManus highlighted AI and automation, saying, "There is a focus on AI and automation like never before, as well as digital skills. We're seeing this in technical roles, sales, and marketing. Order processing time can be vastly reduced with automation, and AI can analyze vast data for better decisions."

The Shift to Trusted Advisors and Solution-First Approaches

For sales roles, acting as an advisor is now essential. Aaron Fox, CEO of TelXL, said, "The nature of careers in the Channel is changing. The focus is no longer just on selling products or technology; it's about delivering real business outcomes. To do this, they must become trusted advisors, working closely with customers to understand challenges, identify opportunities, and create solutions that drive measurable impact. This shift requires a deeper understanding of business strategy, industry-specific needs, and long-term goals."

Andrew Smethurst, channel sales director at Gamma, discussed the increasing breadth of roles, explaining, "From network engineering and cyber security to product ownership and business analysis, there is continuous learning required. The industry has evolved at pace, leading to a skills gap. More is needed to attract young professionals and invest in upskilling and reskilling, as a large part of the engineering workforce is mature."

Entrepreneurship and Ownership in the Channel

The Channel's structure allows employees to become entrepreneurs, a jump that's more accessible than ever. Jonathan Walker, CEO of Access4 UK, explained, "Professionals want more than a title. They want control over how they work, who they serve, and how they grow. The Channel is increasingly providing that opportunity, with a growing number transitioning from employees to entrepreneurs. When professionals have full control over their customer relationships and revenue, they are building something that belongs to them."

Attracting New Talent Through Storytelling and Mentoring

There is broad consensus on the need to attract new talent. McManus said, "We need to showcase what an exciting place it is to be. We're at the forefront of telecoms and IT, providing the latest technology. Storytelling is important; demonstrating real-world impact brings a relatable, human aspect."

Tickle emphasized, "The Channel has a great story to tell. It offers something for everyone – creative, technical, or commercial – and it's one of the few industries where you can make a visible impact early. We should be visible in schools, colleges, and universities, showcasing real career journeys."

Cherie Howlett, CMO at Jola, discussed their approach: "We start with work experience students, offer graduate placement schemes, apprenticeships, and mentoring. The Channel is full of entrepreneurs solving problems innovatively. Mentoring has been crucial in my career, and ensuring everyone has the skills to succeed needs to come from the top."

Real-Life Career Journeys and Growth Opportunities

Andrew Smethurst has been with Gamma for 22 years, starting in an entry-level role. He said, "The industry is at the forefront of innovation, from IP to AI. But it's the Channel that captivates me – there's a strong sense of collaboration. Success hinges on building trust, and many relationships go back to the beginning."

Keira Aust, first line team leader at Cybit, joined at 16 as an apprentice and progressed to a leadership role in three years. She said, "This rapid progression is possible because of the opportunities for those willing to learn, adapt, and take ownership. It's been a journey of growth, challenge, and building confidence."

Hörnkvist shared his path from direct sales to founding Boom Collaboration, highlighting the importance of partnerships and resilience. McManus added, "Without the Channel, I wouldn't be where I am today. I learned skills through networking, events, and understanding the service provider niche."

Sam Harper, partner manager at Evolve IP, moved from engineering to the Channel, motivated by helping businesses embrace digital transformation and collaboration tools.

Upskilling and Collaboration for Future Success

Keira Aust stressed, "Ensuring everyone has the skills starts with collaboration between businesses, training providers, and vendors. Apprenticeships and certifications need mentoring, hands-on experience, and clear career pathways."

Fox added, "Technical knowledge spans every role. Being tech-savvy is a core requirement, driving a new kind of professional who bridges technology and business value. Collaboration enables sharing expertise for better outcomes."

Smethurst pointed out, "Our industry isn't great at standardised skills. Sharing more across the Channel through learning platforms, career pathways, and mentoring could make a difference. A multi-generational workforce is a strength; reverse mentoring and flexible training can bridge gaps."

Tickle said, "Openness is key. Joint training, events, and pooled resources help. Transferable skills like digital marketing and project management are vital, and mentoring has been a game-changer."

McManus noted, "New entrants can learn from experienced colleagues. Training, shadowing, and face-to-face time are invaluable for understanding technology and processes."

Walker concluded, "For those considering a career, the landscape is changing. With the right model, support, and mindset, there's an opportunity to build something meaningful. The Channel offers a path rich with possibility."