"If it's a managed services product then customers are even less likely to be involved in the decision making process because we're selling an outcome."
For Wilkinson, the importance of the channel is built around "creating scale" for the vendor.
"We can't capture the entire market and rely on our partners to provide coverage," he explained. "But crucially there's a maturity coming through the channel today that isn't simply a reseller mentality, it's a partner mentality which changes the game as we're operating side by side to help the customer.
"It's never been about the data centre as such, rather the technology that's driving data centre change. We're now seeing resellers move away from traditional reselling practices to creating partnerships with vendors which is causing the channel as a whole to mature."
Matthew Kates (Zerto) and Andrew Gillard (Mycom)
Looking ahead, leading data centre technology suppliers are attempting to respond to and anticipate significant changes in demand brought about by cloud and hyper-scale data centre operators, among other factors.
According to analysts, these changes will unfold over the next several years, but all face growing pressure today to develop cost-effective and energy-efficient products, as many data centres of all kinds seek to drive down costs.
Until 2020, the market is widely expected to experience the highest rate of change in almost every area, becoming more software-driven with infrastructure management systems increasingly integrating with IT management systems.
"At Zerto, we're a software company," Kates added. "We protect workloads and we allow those workloads to live in different places, whether that be on-premise, in a managed service environment or in a public cloud.
"We're essentially providing choice for the market, allowing businesses to whatever is right for the application. We see an opportunity for partners to provide outcomes that no other technology platform can, which is why we're focused on helping our channel sell and deliver these superior outcomes to customers."
Delving deeper within the data centre, the information stored within a facility is beginning to warrant its own strategy to ensure its economic benefits are fully maximised.
"Information is the most valuable asset for an organisation, next to their people," Tague outlined. "That's where we see the market heading and partners that are finding success are the ones talking to customers to help them understand the information assets they have, alongside how they can manage that data more effectively."
By 2020, Gartner predicts that 10 per cent of organisations will have a highly profitable business unit specifically for productising and commercialising information assets.
"It's not necessarily about the infrastructure anymore," Tague added. "It's actually about that asset of information and the applications that support that information."
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