What I Saw at Channel Partners 2026

I just got back from Channel Partners Conference & Expo, and like always, it delivered on energy, volume, and the chance to connect with a lot of people in a short amount of time.

But this year felt different.

Not in a bad way, just in a way that’s worth paying attention to if you’re investing time and budget into events in the channel.

The Show Floor Isn’t the Center of Gravity Anymore

There were plenty of people at Channel Partners. The event wasn’t lacking in attendance or enthusiasm.

But if you really looked around, most of the meaningful activity wasn’t happening on the show floor.

It was happening:

• In meeting rooms
• In suites
• In cabanas
• At dinners and hosted events

That’s where the real conversations were happening. That’s where deals were being explored. That’s where relationships were actually moving forward.

The show floor? It felt more like a pass-through than a destination.

TSD-Led Events Are Changing Behavior

At the same time, we’re seeing a continued shift toward TSD-driven events—those more curated, portfolio-focused experiences where partners can go deep with the vendors they already trust.

These events are becoming:

• More targeted
• More efficient
• More aligned to how partners actually buy

Trusted Advisors aren’t just looking to “discover something new” anymore. They’re looking to:

• Expand within the portfolios they already sell
• Get clarity on solutions they can take to market now
• Build tighter relationships with fewer, more relevant vendors

And TSD-led events are designed for exactly that.

So Where Does That Leave Big Trade Shows?

Events like Channel Partners still matter. A lot.

They’re still one of the best places to:

• Reconnect with a broad network
• Have a high volume of meetings in a short time
• Get a pulse on the industry

But the role is shifting.

If you’re relying on a booth alone to drive results, you’re probably not going to see the ROI you expect.

The companies getting the most out of these events are the ones who are:

• Pre-scheduling meetings
• Hosting off-floor experiences
• Creating intentional touchpoints before, during, and after the event

In other words, the show is the backdrop—not the strategy.

What We Saw at Unusually Unusual Consulting

From our side at Unusually Unusual Consulting, the week was incredibly productive—but again, not because of booth traffic.

We had a full schedule of meetings with suppliers who are thinking differently about how they show up at events.

The conversations we had centered around:

• Augmenting internal teams with event planning support
• Acting as a fractional CMO for channel strategy
• Building more intentional event experiences that actually drive outcomes

We also had some great discussions with partners around:

• Social media presence (or lack thereof)
• Website messaging and positioning
• How to show up more effectively in a crowded market

None of those conversations started with “we saw your booth.”

They started with relationships, outreach, and intentional planning.

The Big Takeaway

Events aren’t going anywhere—but how we use them is evolving quickly.

If you’re investing in events in 2026 and beyond, the question isn’t:
“Which shows should we attend?”

It’s:
“What role does each event play in our overall strategy—and how are we activating around it?”

Because the companies that figure that out are the ones who will continue to win, regardless of where the crowd is standing.