The Channel’s Next Chapter: Identity, Collaboration And The Power Of Relationships

The IT channel has always been a living ecosystem, constantly adapting to new technologies, shifting market demands and evolving customer expectations. But according to Tom Barsi, global head of ecosystems and alliances at Veza, today’s transformation runs deeper than any before.

Cass Cooper sits down with Veza’s Tom Barsi, formerly of Palo Alto Networks, VMware and Proofpoint, to unpack the evolution of channel partnerships, the growing impact of identity security and how collaboration is redefining go-to-market strategies.

After more than 25 years shaping channel programs at Palo Alto Networks, VMware and Proofpoint, Barsi has witnessed the channel’s shift from transaction-based selling to relationship-driven ecosystems. What once revolved around reselling hardware and licenses has evolved into an interconnected network of cloud marketplaces, services partners and identity-first cybersecurity solutions.

“Change is inevitable in the channel,” Barsi told host Cass Cooper on The Channel Angle. “It’s no longer about commodity transactions; it’s about collaboration and transformation.”

From Resellers To Ecosystems

When Barsi began his career, resellers dominated the landscape. Now, he says, the most successful go-to-market strategies combine multiple pillars: traditional resellers, services-led partners, technology alliances and cloud service providers.

“The AWS Marketplace has become a core pillar of how we work,” he explains. “What used to be competition between resellers and marketplaces has become collaboration.”

Through private offers and shared contracts, partners and cloud providers now meet customers where their budgets and procurement systems already live. The result is a more frictionless buying experience and stronger, trust-based relationships across the ecosystem.

Identity: The New Battleground

As digital footprints expand, identity security has become the linchpin of enterprise protection. “Identity is the number one threat vector,” Barsi says. “You can’t control what you can’t see.”

Veza’s platform takes an X-ray approach to identity and access, mapping who has access to what, across humans and non-humans alike. That visibility forms the foundation for least-privilege access and zero-trust architecture, two cornerstones of modern cybersecurity.

For partners, identity security offers both opportunity and responsibility. It requires re-educating sellers, expanding service portfolios, and leaning into advisory roles that help clients manage risk proactively.

Leadership And Legacy

Beyond technology, Barsi believes the human side of leadership defines long-term success. Over the years, his management style has evolved from directive to collaborative, focused on mentorship and transparency.

“As you get more comfortable with yourself, you lead differently,” he says. “My legacy will be my relationships. That’s my true currency in this business.”

For those entering or growing within the channel, he emphasizes three essentials: Build relationships, stay curious and keep learning. One book he revisits annually is Geoffrey Moore’s “Crossing the Chasm,” a foundational guide for anyone navigating startup growth and repeatable go-to-market models.

A Future Built On Collaboration

As the channel continues to evolve, fueled by AI, cloud and identity-driven innovation, one truth remains: Success depends on connection. “At the end of the day,” Barsi notes, “it’s all about delivering better outcomes for clients.”

And those outcomes depend not just on technology, but on trust, visibility and collaboration—the very forces reshaping the channel for its next generation of leaders.