IT Channel Enablement Reshapes the Middle East Tech Landscape

With IT spending in the Middle East and North Africa (MENA) projected to reach $230.7 billion in 2025, according to the latest forecast by Gartner, the region’s technology ecosystem is bracing for transformative growth. Much of this growth is being driven by massive investments in cloud, cybersecurity, artificial intelligence, and smart city infrastructure. However, while the spotlight often shines on end-user transformation, a powerful engine runs behind the scenes—the IT channel.

From local system integrators and regional distributors to multinational vendors, the MENA IT channel is a complex web through which most enterprise technologies flow. And as business demands become more sophisticated, so too must the skills, tools, and strategies of those delivering the solutions. That’s where partner enablement and training have emerged not just as priorities, but as competitive imperatives.

“In this region, enablement is more than a program—it’s a partnership philosophy,” said Rehbar Merchant, Head of Channel Operations & Sales Operations for MEA at Lenovo. His team manages enablement across diverse markets, ensuring each partner is equipped with certifications and resources aligned to Lenovo’s broader strategy. “We tailor our programs through Lenovo 360 Engage, covering AI, hybrid cloud, and edge computing. It’s about giving partners the confidence to lead in complex solution environments.”

That confidence is increasingly being tested. As solution complexity grows, so does the pressure on partners to deliver outcomes, not just products. Sayooj Eruvangai, Presales Engineer at VAD Technologies, sees a shift in expectations: “It’s not about box-moving anymore. Partners are expected to be consultants, architects, and managed service providers.” His team offers vendor-certified boot camps and real-world workshops to help partners make that leap, especially in high-growth areas such as cloud transformation and cybersecurity.

This deeper level of enablement is also shaped by the diversity of markets within the MENA region. A one-size-fits-all approach doesn’t cut it in a region that spans enterprise hubs like the UAE and Saudi Arabia, as well as emerging markets across North Africa and the Levant. Michele Montecchio, General Manager of Acer Middle East, understands this firsthand.

“You can’t deliver the same training in Dubai and Cairo and expect it to work. That’s why our programs are built to be flexible—tailored by country, product focus, and partner type.” Acer supplements its technical training with partner roundtables and localised go-to-market content that resonates with both partners and their end-customers.

Customization was a recurring theme among vendors and distributors interviewed. Whether it’s adapting messaging by industry vertical or aligning certifications with partner tiers, everyone agrees that relevance equals results. Mostafa Kabel, General Manager and CTO of Mindware, emphasised the need for “precision enablement.”

Mindware operates training centers across the region and offers programs adapted to specific sales and technical roles. “We map learning paths to business KPIs—time-to-close, deal conversion, and campaign ROI. If a training program doesn’t move the needle, we go back and fix it.”

That data-driven rigour is also echoed at Western Digital, where channel success is closely tracked using performance dashboards. Owais Mohammed, Regional Lead & Sales Director for Middle East, Africa, Turkey & the Indian Subcontinent, explained, “We monitor quarter-over-quarter growth, partner engagement levels, and the velocity of deal closures. But more importantly, we keep our ear to the ground—understanding partner needs in real time.” The company leverages this insight to evolve its enablement framework continually, combining hands-on workshops with sales incentives, and even adjusting its messaging to reflect vertical-specific trends.

While many enablement programs focus on technical skills and go-to-market planning, others are starting to integrate emerging technologies, particularly AI. HP, for example, has launched the Future Ready AI MasterClass, which sits within a broader initiative aimed at preparing partners for the next phase of enterprise IT.

In the networking space, the value of technical depth is even more pronounced. Mamdouh Ismail, Regional Channel Leader META at Extreme Networks, described how their five-level certification framework builds partner confidence in deploying complex solutions like SD-WAN and high-performance wireless. “We don’t just issue certificates—we provide access to global demo labs, real hardware, and vertical-specific tracks for sectors like stadiums and retail,” he said. Ismail emphasised that deeper partner knowledge leads to stronger pipelines and more strategic, high-value customer conversations.

Security is another area where enablement is undergoing rapid evolution. With cyberattacks growing in both frequency and sophistication, partners must now be frontline defenders. At SecureNet Distribution, this has led to the development of SecureNet Academy, a structured training platform with role-based learning paths.

Melwin Dsouza, CEO of SecureNet, explained: “Our partners must not only understand the threat landscape—they must know how to architect secure environments from day one.” SecureNet supplements its certifications with vertical-specific playbooks, especially in finance and healthcare, where compliance and risk management are mission-critical. “We track everything—from portal logins and lab completion to how many certified partners are actively influencing pipeline,” Dsouza added.

As digital transformation accelerates across MENA, so does the urgency for channel readiness. Governments are digitising public services, enterprises are modernising their IT stacks, and SMBs are moving to the cloud at a record pace. For vendors and distributors, this creates a massive opportunity—but only if the channel is equipped to deliver.

“Partner enablement is the only way to scale in this environment,” said Lenovo’s Rehbar Merchant. “We can’t be in every meeting room, but our partners can. So, we make sure they have the tools, content, and skills to own that conversation.”

But tools and training are only part of the picture. The future of enablement lies in continuous engagement, a view shared by Acer’s Michele Montecchio. “We don’t just train and forget. We host partner events, offer performance-based rewards, and maintain an open feedback loop. Enablement must be a journey, not a destination.”

That journey is increasingly being shaped by data and automation. As vendors refine their enablement programs, many are integrating AI-driven analytics, automated learning paths, and digital scorecards that track progress in real time. VAD Technologies’ Sayooj Eruvangai sees this as the next logical step: “Smart enablement will become as personalised as Netflix—what you learn, how you learn, when you engage, all optimised to your role and business goals.”

This smart enablement approach is already yielding tangible returns. HP’s Narayanan Venkataraman noted that partners who engaged with Amplify AI saw a 70% increase in RFP win rates. Mindware’s Mostafa Kabel noted a double-digit improvement in campaign conversion rates tied to certified partners. Across the board, metrics such as average deal size, solution mix, and customer retention are trending upward for partners who are consistently engaged and well-trained.

As the MENA region prepares for another leap in digital maturity, the role of the IT channel has never been more vital—or more complex. Vendors and distributors that view enablement as a strategic investment rather than an operational checkbox are setting the stage for long-term success, not just for themselves, but for the entire technology ecosystem.

And as Extreme Networks’ Mamdouh Ismail put it, “In a fast-moving market like this, the real differentiator is not technology. It’s how confidently and competently you can deliver it.”

At IBM, partner enablement is foundational to scaling innovation. “We’ve transformed the IBM Ecosystem into a $1 trillion growth engine for AI and hybrid cloud, and enablement is at the core,” said Zaidoun Arbad, VP-Ecosystem, IBM MEA. Through the unified IBM Partner Plus program, partners access world-class training and certifications, earning over 350,000 digital badges to date. IBM’s enablement is tailored by region, partner type, and vertical, with a 3x increase in technical resources since 2023 to accelerate deal velocity.

Arbad added, “Our open hybrid cloud platform, including Red Hat OpenShift and IBM Cloud Paks, allows partners to lead digital transformation—wherever the client is.” The results speak volumes: over 1,500 new transacting partners, more than 100,000 deals worth nearly $8 billion, and AI solutions going to market four times faster. “Enablement isn’t just a support function—it’s a strategic multiplier for ecosystem growth,” Arbad emphasised.

For Genetec, effective partner enablement is built on a foundation of specialisation and adaptability. “The Genetec Channel Partner Program (CPP) delivers role-based certifications, co-op credits, and real-time tools through our Partner Portal to help partners scale their expertise and respond to complex customer demands,” said Firas Jadalla, Regional Director – Middle East, Turkey & Africa at Genetec.

Advanced offerings, such as the invitation-only SDK certification, enable select partners to create bespoke integrations tailored to regional needs. Through Genetec University, partners access flexible learning paths—from e-learning and blended sessions to private courses designed for specific verticals. “Our goal is to provide the technical and business acumen partners need to stand out in a competitive market,” Jadalla explained. Genetec tracks the impact of enabling using clear KPIs: sales velocity, partner engagement, and uptake of co-op programs. This data-driven approach ensures training directly supports revenue growth and solution-led differentiation.