Building a global channel ecosystem for the AI era

The enterprise networking landscape is evolving quickly. As organizations invest in AI, cloud and data-intensive applications, they need trusted partners that can help them navigate growing complexity while maintaining performance, resilience and scale.

From my perspective, that creates a significant opportunity for channel partners that can combine expertise, reach and a strong customer experience.

At Arelion, we’ve built our channel business around a simple belief: make it easy for partners to do business with us. What started as a focused channel initiative has grown into a global ecosystem of more than 400 partners, spanning Technology Service Distributors (TSDs), Trusted Advisors, VARs, MSPs and data center operators across North America, EMEA and Latin America.

Keeping it simple for partners

When we launched our Conflict-Free Channel Program, the objective was straightforward: remove many of the frustrations partners often encounter in the telecom industry.

Rather than creating layers of complexity, we focus on responsiveness, transparency and accountability. Partners have direct access to experienced account teams and technical experts, pricing parity and clear ownership throughout the sales process. The goal is simple: reduce friction and help partners move faster from opportunity to delivery.

That approach continues to resonate. In 2025, Arelion achieved a record Net Promoter Score (NPS) of 79, reflecting the importance customers and partners place on service quality, responsiveness and support.

Expanding reach and strengthening expertise

We’ve continued to expand our channel footprint globally while deepening relationships with leading distributors, including AVANT, Telarus, Intelisys, AppSmart, Bridgepointe and Sandler Partners. These partnerships help us bring high-performance global connectivity to more enterprise customers while creating new opportunities for our partners.

Partner enablement has been a key part of that growth. One thing we’ve learned is that as customers embrace AI, cloud and multi-cloud strategies, Trusted Advisors need more than product information. They need the expertise and confidence to navigate increasingly complex networking requirements. That’s why we’ve invested heavily in training, equipping hundreds of advisors with the knowledge and tools to position IP, optical and cloud connectivity solutions in a way that aligns with modern enterprise needs.

What makes this approach effective is that we combine training with accessibility. Partners have direct access to experienced account teams and technical experts who can support opportunities from initial discussions through solution design and delivery. That combination helps them pursue larger, more complex opportunities with confidence while delivering a consistent experience for customers.

Looking ahead

I’m optimistic about where the channel is headed. AI and cloud adoption are driving new connectivity demands, and enterprises are looking for trusted partners that can deliver both expertise and global reach.

At Arelion, we’ll continue expanding our ecosystem, investing in partner enablement and maintaining the responsiveness and simplicity that have fueled our growth. Our goal remains unchanged: be the easiest connectivity provider for partners to do business with, and help them create more value for their customers.

Rob Westervelt, Global Head of Channel Sales