Three cloud transition challenges solved: A guide for Future‑Ready partners
End customers are asking deeper questions about cloud. They want to know about costs, value, and how technologies like AI fit into their future plans.
This isn't just curiosity anymore. Gartner forecasts that end-user spending on public cloud services will hit $679 billion this year alone. That's real money driving real decisions.
For partners, this creates a clear opportunity. You can guide your customers through this transition and build stronger relationships in the process.
This Future Ready piece explores the growing adoption of cloud, key challenges businesses face during transition, and how partners can lead their customers through a seamless and successful shift.
Hybrid and multicloud is the new normal
Cloud adoption is happening now, not someday. All partners will have customers asking about cloud – whether they're struggling to find skills for on-premise systems, questioning total cost of ownership, or exploring AI capabilities.
Here's the reality: firstly, businesses rarely shift 100% to cloud. Most need a hybrid approach, keeping some systems on-premise while moving others to cloud. This hybrid model is your opportunity to become a trusted advisor. You're already managing both environments for customers – now you can help them optimise across both.
Secondly, customers often choose a multicloud strategy. This approach lets them pick the best services from different vendors. Most customers start with Microsoft Cloud by default because it supports Entra ID and the Office suite. However, when planning a new workload, they often explore other providers like AWS.
Three cloud transition challenges (and their solutions)
Moving to cloud can feel complex, but the main hurdles are common and solvable. Here are the three biggest challenges partners face:
Challenge 1: Navigating complex vendor programmes Vendor partner programmes come with layers of requirements, incentives, and technical criteria. It's often difficult to work out what you actually need to do.
Solution: Distributors help cut through this complexity. We simplify programme structures and offer clear guidance, so you can focus on building capability and closing deals.
Challenge 2: Building technical expertise Upskilling your team for cloud delivery takes time, investment, and knowing which competencies matter most. For example, achieving an AWS competency can take up to two years and requires as many as 15 certified technical engineers—a barrier that’s out of reach for many partners.
Solution: Start with a plan. Identify which cloud competencies you want to develop in the long term, whether that’s architecture, migration, or security. You can rely on distributor-led white-label services to deliver until you build your own in-house capabilities, with training available to accelerate your learning and delivery.
Challenge 3: Managing the financial shift Moving from upfront payments to consumption-based billing can disrupt familiar revenue models and cash flow for partners. Many don’t have inhouse FinOps teams, and the bills that come from cloud vendors are very complex.
Solution: The financial model doesn't have to be a barrier. For example, the cost for a reseller to buy via distribution versus directly from AWS is the same – AWS absorbs the distribution cost. This means you get distributor support and services without additional expense, making the transition smoother. With FinOps provided for free by Westcon-Comstor, this removes invoicing complexity.
How to start your cloud journey
Ready to move from "why" to "how"? Here are three actionable steps:
Step 1: Start with a plan
You don’t need to become a cloud expert overnight, but you do need a plan. Cloud competencies are crucial - think about which ones you want to achieve as a business, even if it's a long-term goal. It may take a few years, but you’ll have a clear direction.
Step 2: Use your partnerships
You have an entire ecosystem of support available. Involve vendor experts in customer meetings to add credibility and help close deals. It's also a great way to learn on the job.
White-label services from distributors like Westcon-Comstor let you deliver solutions under your own brand while using our expertise.
Step 3: Explore cloud marketplaces
Cloud marketplaces represent a huge opportunity. Canalys predicts the market will hit US$45 billion by 2025. These platforms help you sell services and reach new customers, though they can be complex. With the right guidance, listing and billing can be streamlined for success.
Build for the future
Embracing cloud is about balancing your current business with future opportunities. By understanding the entire cloud ecosystem and planning your next steps, you can build a more resilient business.
Take Steve Jobs' approach: imagine what your business will look like in 5-10 years, then work backwards to build a future-ready operation.
The cloud transition is happening whether you're ready or not. The question is: will you guide your customers through it, or will someone else?
Are you Future Ready?
Future Ready is our thought leadership series for channel partners, providing practical insights and strategies for navigating the changing world of cybersecurity and digital business.
At Westcon-Comstor, we’re here to help you lead this change – with training, marketing, technical support, and practical, expert advice. To find out more, contact us.
