How IT Vendors, Distributors, and Resellers Can Maximise Q4 and Prepare for 2026 Growth

As 2025 enters its final stretch and 2026 beckons, IT vendors, distributors, and resellers face a dual challenge: driving a strong finish to Q4 while setting the stage for a successful 2026. For channel partners, the last quarter is not just about hitting this year’s targets, it is also the time to reflect, refine, and ready the business for the opportunities ahead. 

In this blog we share how CPB believes the IT channel can maximise Q4 and prepare for 2026 growth through making the most of the remaining months of 2025 and starting 2026 with momentum. Now is the time to press start on some of these strategies to give 2026 a boost! 

1. Continue to Bolster Prospecting Efforts 

Even as the year closes out, prospecting must remain a priority. Too often, sales teams ease off the gas in Q4, focusing only on closing deals already in the pipeline. While end-of-year deals are critical, neglecting net-new prospecting now risks a slow start to 2026. 

Action point: Keep outbound campaigns, networking, and targeted outreach consistent throughout Q4. Fresh prospects nurtured now may not close this year, but they will build a stronger pipeline for January. 

2. Identify Trends, Analysis, and Learnings from 2025 

Every year brings new shifts in customer behaviour, emerging technologies, and partner dynamics. Analysing what worked and what did not in 2025 gives clarity for 2026 strategies. 

• Review which solutions sold fastest, which sectors grew, and which campaigns delivered return on investment. 

• Analyse customer buying cycles: Did economic uncertainty delay decisions? Did AI, cyber security, or cloud services dominate demand? 

• Use these insights to sharpen next year’s go-to-market approach. 

3. Learn from Challenges Faced and Mistakes Made 

Growth rarely happens without obstacles. Whether it was missed targets, underperforming campaigns, or operational bottlenecks, Q4 is the time to acknowledge missteps and make corrections to your course. 

• Ask (and tackle) the tough questions:  

• Did poor forecasting hinder performance?  

• Was partner enablement lacking?  

• Were marketing efforts too generic? 

Outcome: Turning setbacks into learnings allows the channel to approach 2026 with smarter strategies and fewer blind spots. 

4. Identify Weak Points That Hindered Revenue Growth 

Systemic weak points can quietly drag performance down. Identify these and make adjustments to avoid ongoing underwhelming performance.

Common examples include: 

• Gaps in sales enablement or technical training. 

• Poor pipeline visibility. 

• Misalignment between vendors, distributors, and resellers. 

• Limited adoption of digital sales and marketing tools. 
 

Identify and address these issues now to unlock hidden growth potential for the new year. 

5. Provide Enablement Early in the Game 

Enablement is not just a sales initiative; it is a growth engine. Equipping teams and partners early with the right resources, training, and content ensures a faster time to revenue in 2026. 

• Invest in early product training, market insights, and competitive positioning. 

• Deliver sales playbooks and case studies tailored to target industries. 

• Ensure distributors and resellers are confident in value messaging from day one. 

6. Build Robust Pipeline Development Strategies for 2026 

A strong pipeline does not appear overnight, it is built methodically. Vendors and distributors should collaborate with partners to create structured development plans that cover demand generation, lead nurturing, and partner incentives. 

• Focus on account-based strategies for enterprise opportunities. 

• Double down on digital campaigns and partner marketplaces. 

• Align marketing and sales so that leads flow seamlessly through the funnel. 

7. Ensure Big End of Year Push

Q4 remains the most critical revenue period of the year. That means teams must balance preparation for next year with a decisive push to close strong in 2025. 

• Incentivise partners with year-end promotions. 

• Prioritise deals that are closest to closing. 

• Rally sales, marketing, and operations teams to ensure delivery is smooth and customer satisfaction is high. 

Don’t Give Up on 2025 Just Yet. 

By keeping momentum in prospecting, learning from the past year, addressing weaknesses, and planning ahead, IT vendors, distributors, and resellers can finish 2025 on a high as well as build solid foundations for sustainable growth in 2026. 

Looking Ahead: What to Focus on in 2026 

With 2026 just around the corner, IT vendors, distributors, and resellers should set their sights on three key priorities: agility, digital innovation, and customer value. The ability to pivot quickly, embrace new technologies, and position solutions as essential for business resilience will separate the leaders from the rest. 

Finally, What are the Trends for Prospecting in 2026? 

• AI-powered prospecting tools: Predictive analytics and AI-driven platforms will help sales teams prioritise accounts more accurately and improve outreach effectiveness. 

• Hyper-personalised engagement: Buyers expect tailored content, messaging, and solutions that address their specific challenges and industry needs. 

• Channel ecosystem collaboration: Deeper partnerships across vendors, distributors, and resellers will allow more coordinated go-to-market strategies. 

• Focus on sustainability and compliance: Many customers will evaluate IT investments through the lens of ESG goals, regulatory alignment, and long-term business impact. 

• Data-driven decision-making: Prospecting will increasingly rely on insights from intent data, market signals, and customer usage patterns to drive conversations. 

By maintaining momentum in Q4 and preparing now for these trends, the IT channel can step into 2026 stronger, more resilient, and ready to capture new opportunities.

Partner with CPB UK and build your next stage of growth. 

At CPB UK Ltd, we believe growth is achieved through partnership. We work alongside IT vendors, distributors, and resellers to strengthen enablement, refine prospecting, and build lasting customer relationships. By collaborating with our team, you can step into 2026 with confidence, knowing you have the right strategies and support in place. 

Get in touch with CPB UK Ltd today to prepare your business for a stronger finish in 2025 and a thriving 2026!