In this blog, we’ll discuss:
- Current market conditions and the importance of trust.
- Recent developments around Gamma’s product and technology strategy.
- The importance of partner enablement, growth and migration support.
- Future opportunities for partners to differentiate and win more.
With 2026 now upon us, Gamma’s partner community has a new opportunity to get an edge in the market. Through Gamma’s ongoing support and dedication, our partners have the means and capabilities to fast track their growth in 2026.
To show the scale of Gamma’s intentions, Managing Director of Gamma Business Will Morey played host to an in-depth webinar on what partners can expect this year. Chicago Booth was transformed into Gamma studios, and with a celebrity cast on the sofa, our partners were treated to a session outlining how they can hit the ground running. Whether it’s accelerating sales or leveraging innovations, this kick-off webinar has it covered.
Partners: Looking for ‘absolute clarity and absolute delivery’
Tough market conditions, combined with macroeconomic and political factors, have been hard to ignore. Gamma’s CEO Andrew Belshaw highlights how 2025 was ‘probably one of the toughest, most chaotic years we’ve seen.’ Unique industry circumstances and events, such as the PSTN Switch-Off, introduces new complexities to navigate.
Such a combination has an impact on partner confidence. Stability, clarity and delivery now outrank promises. For partners, the underlying foundation for successful long-term collaboration is trust.
John Murphy, CEO of Gamma Business, mentions how trust is a recurring theme throughout his conversations with partners. Gamma’s partner experience programme has revealed how trust ‘enables the right conversation to be had’ when breaking down challenges and planning long-term growth. These conversations are evolving beyond just what products can be adopted and sold.
Independent recognition has also solidified Gamma’s position as a dependable, trustworthy partner. Newsweek and Statista compiled a list of 1000 companies that have demonstrated their trustworthiness, and placed Gamma amongst these companies.
Alongside that, TIME included Gamma in their ‘World’s Best Companies in Sustainable Growth 2026’ report, strengthening this trusting image of Gamma. Again, as John says, it’s more than just products that builds authority in the market. Trust allows the more productive, strategic conversations to take place and contribute to the long-term growth that partners desire.
The value below ‘the waterline’
In a crowded market, true value extends beyond a strong product portfolio. Will uses the analogy of an iceberg; people focus on ‘the flashing lights and bells’ above the waterline, rather than see what lies beneath. The draws of AI and good CX are noteworthy, but it’s the likes of resilience, compliance and governance that matters.
The service wrap, for Andrew, is what ‘differentiates Gamma.’ While the list of services available is impressive, it’s how Gamma ‘[makes] it consumable’, in addition to the high-quality service around these services, which matters. The nature of the deals struck with suppliers are impressive, but again, partners need to look below the waterline.
Of course, the work done in 2025 has to be acknowledged. The relationship with Cisco, and the integration of Webex into existing Gamma solutions, has allowed partners to take these services to smaller businesses. The complementary platforms of Webex for Gamma and Horizon with Webex have helped partners appeal to different use cases in their markets.
Colin Lees, Gamma’s CTO, points to how the Horizon platform is now engineered for rapid device onboarding that ‘[creates] a path forward to Webex.’ The close collaboration with Cisco means the features within Webex for Gamma will expand, with a number of those capable of being added to Horizon.
Partners like Flotek are already recognising how best to deploy such an approach to Webex. While Horizon acts as a more ‘transactional… price-based platform’, Webex for Gamma is positioned as ‘born in the cloud… highly secure.’ A proposition like that, in John’s mind, is ‘starting to resonate with the channel.’
But remember, the flashing lights aren’t everything. Always look below the waterline.
‘We need to make life easy for our channel partners’
As sales teams look at their target numbers for 2026, Andrew reminds us of what to focus on in 2026. Partners are faced with the task of migrating customers away from legacy services, and Gamma need to make sure partners can achieve this. With the PSTN Switch-Off scheduled for 2027, the clock is ticking on getting customers migrated.
John notes how the Edge programme is designed to incentivise partner growth through rebates and bundling. Some partners work with a customer base that rely on legacy services and are tasked with finding a way to transition this base towards more future-proof products.
This is why working with a partner like Gamma is crucial. Gamma can remove the friction associated with legacy migration, helping partners focus on growth. Once the base has been stabilised, that’s when upsell opportunities materialise.
Portfolio strength and durability is only one side of the equation. Colin and the engineering team at GammaLabs have worked tirelessly to introduce portal enhancements that are built for partner efficiency. Single sign-on and simplified ordering creates a more consistent experience and makes service consumption far easier.
The work being done with integrations and more vertical-specific add-ons also act as key value creators. A new partnership with Red Cactus will make their Bubble software available across Gamma’s partner network. Colin states how such a relationship provides the ‘building blocks’ towards verticalisation, with this ‘Lego way of thinking’ acting as a differentiator for working with Gamma.
With greater delivery predictability comes greater partner confidence in roadmaps and joint planning. When there’s more certainty around what’s coming, it changes how conversations with partners are conducted.
‘I give Gamma a good tick’
Matt Townend, MD of Cavell, was the special guest on the sofa, giving his own insights into the wider market. Right now, partners want to know how suppliers create value now and in the future. It’s what makes expertise around verticalisation and differentiation so valuable to a partner looking to achieve long-term growth.
In terms of key product areas, security and compliance are common themes. Again, having a partner with dedicated expertise in both areas is crucial when businesses want to expand their own operations. As cyber risk becomes ‘more real’ and legislation becomes ‘more onerous’, there’s no better time for partners to look at the bottom part of the iceberg.
AI, for John, acts as both a driver of risk and an enabler for new, significant capabilities. While AI does expand deepfake and phishing capabilities, it does open new opportunities as a value-add service. AI Concierge, as part of the Gamma Plus framework, is just one example Colin mentions of the ‘suite of AI solutions emerging through the year.’
Another key growth area will be CX but must be an opportunity made simple for partners to consume. Cisco’s own commitment to redefining customer engagement presents another opportunity for partners to work alongside dedicated experts and grow in that space. The specialist skills are vital when overcoming the perceived challenged to entry and growing into that market across 2026.
With the Gamma Plus framework continuing to expand, and the upcoming launch of FibreXchange giving partners greater access to UK fibre providers, partners are in a strong position heading into the new year.
‘It’s all about relationships’
The insights shared by Will and the panel are just the tip of the iceberg. Conversations and findings shared between Gamma and the partner community will only strengthen the relationships being built. Only through those in-depth discussions has Gamma been able to continue to innovate and shape the offerings given to partners.
In 2025, the foundations laid have set up the 2026 theme of momentum. Despite last year being ‘uncomfortable at many points’, Gamma’s partners can make the most of the opportunities in front of them and seize that momentum.
Win more, win faster.