XChange LATAM 2026: The Channel Redefines Its Strategy On Cybersecurity, AI And Subscription Models

The relationship between vendors and partners is entering a new phase, shaped by flexible models, managed services and the need to align offerings with customers that prioritize tangible results.

With the Andes Mountains as a backdrop, the first day of XChange LATAM 2026 in Mendoza, Argentina offered a clear snapshot of the current state of the IT ecosystem: Vendors and channel partners are no longer meeting simply to exchange perspectives, but to fine-tune — face to face — how to turn those relationships into concrete business outcomes. Organized by The Channel Company and ITSitio Group, the event serves as a barometer of an industry recalibrating amid the impact of artificial intelligence, new business models and growing expectations around measurable results.

From the channel’s perspective, the Latin American IT market blends uncertainty with opportunity. Mariano Basso, head of DOT4, put it bluntly.

“It’s a somewhat complex market. It’s still absorbing price increases driven by the impact of AI, investments are somewhat constrained, and there’s a strong focus on analyzing return on investment before committing to any spending,” Basso said.

In this environment, artificial intelligence — far from being merely a promise — is reshaping both costs and customer priorities.

New Business Models to Unlock Growth

Vendors are adapting their commercial models as a direct response to this new reality. Karen Guarino, senior channel account executive at Sophos, highlighted how flexibility can help accelerate adoption.

“At Sophos, we’re seeing that with monthly models like MSP Flex, it’s easier to sell because it’s consumption-based,” Guarino said. “Partners can bill monthly, and it’s more affordable for customers because it’s a subscription model — so it makes things much easier for them.”

Aligning Value and Strategy

For partners, alignment is critical. A clear understanding of vendor offerings — and how they translate into customer value — is now essential.

“We first need a very concrete framework of understanding about what the brand offers both the partner and the customer, what value we’re adding, and a clear view of the route to market,” Basso said.

That clarity is increasingly necessary in an environment where every investment is closely scrutinized.

Managed Services and Automation as Differentiators

Vendors are also strengthening their value propositions through operational support, not just products. Guarino emphasized the growing role of automation and managed services.

“We also have products like our MDR Complete, where once it’s installed, partners don’t have to do anything,” she said. “We handle all the threat hunting and remediation.”

Solutions like these allow partners to focus on sales and customer relationships while offloading technical complexity.

Cybersecurity and AI: Parallel Risks and Opportunities

Cybersecurity continues to emerge as one of the most dynamic pillars of the channel business. While AI is creating new opportunities, it is also amplifying risk.

“Most customers today are aware — especially mid-sized and large organizations,” Basso said, noting that smaller businesses are still largely in an exploratory phase.

For vendors, that gap represents an opportunity to deliver added value. Guarino said current solutions are designed to address the entire protection spectrum.

“Workspace protection helps partners secure the customer’s environment — users, data and applications,” she said. These offerings are complemented by advanced identity monitoring and threat detection capabilities suited for increasingly distributed IT environments.

The ROI Imperative

When it comes to closing deals, return on investment has become decisive.

“The main challenge the channel faces today is reaching customers with solutions that demonstrate a quick return on investment and address a real problem,” Basso said.

Innovation alone, he added, is no longer enough — it must translate into measurable, tangible impact.

The Ideal Partner Relationship

The vendor-partner relationship is also evolving in terms of training and collaboration. For Guarino, the ideal partner is one that invests in education and joint execution.

“For Sophos, an ideal partner is interested in certifications, in learning everything Sophos offers, and in working hand in hand with us,” she said.

XChange LATAM Southern Cone 2026 underscores a clear reality: In a market where technology is advancing faster than ever, competitive advantage hinges on the ability of vendors and channel partners to jointly build value propositions aligned with evolving business demands.

Interested in Participating in XChange LATAM?

Technology channel professionals who influence purchasing decisions can apply by completing the interest form. Applications are reviewed to ensure inclusion in the most relevant networking opportunities.

Apply here: https://xchange.lat/#contacto

Desirée Jaimovich is Editorial Director of ITSitio.