Conference Description
Key Takeaways
- Annual conference for IT service providers, managed service providers, vendors, and distributors operating within the technology channel
- Focus areas include business growth strategies, cybersecurity resilience, sales and marketing frameworks, and workforce development
- Vendor-neutral environment designed to facilitate peer-driven learning and partnership development
- Features the GTIA Innovate Awards recognising deployed artificial intelligence solutions in the channel
- Takes place August 3–5, 2026, in San Diego
Introduction
ChannelCon 2026 brings together IT service providers, managed service providers, technology vendors, and distributors for three days of education, networking, and business development. Organised by the Global Technology Industry Association (GTIA), the conference addresses the operational and strategic challenges facing organisations that deliver, distribute, and support technology services. With the IT channel navigating rapid shifts in cybersecurity requirements, artificial intelligence adoption, and evolving partnership models, the event provides a forum for practitioners to share approaches that have proven effective in practice rather than theory.
About This Event
ChannelCon is structured as a vendor-neutral gathering, distinguishing it from conferences where content is shaped primarily by sponsor messaging. The programme combines educational tracks, panel discussions, vendor exhibitions, and networking sessions. This format allows attendees to move between structured learning and informal conversations with peers facing similar business challenges. The event takes place at the Marriott Marquis San Diego, with programming running from August 3 through August 5, 2026.
The GTIA Innovate Awards form a notable component of the conference, recognising artificial intelligence solutions that have moved beyond proof-of-concept into actual deployment within channel organisations. This emphasis on implemented technology rather than speculative capabilities reflects the practical orientation of the broader programme.
Business Growth and Operational Resilience
A central theme running through ChannelCon concerns the strategies IT service providers and managed service providers use to sustain growth while managing increasing operational complexity. The conference addresses sales and marketing frameworks specifically calibrated for channel businesses, where customer acquisition often depends on referral networks, vendor relationships, and demonstrated technical credibility rather than traditional advertising.
Cybersecurity receives substantial attention, reflecting the reality that MSPs and ITSPs have become both targets and first responders in the current threat landscape. Sessions examine how channel organisations can build resilient security postures for themselves while simultaneously delivering security services to their clients. This dual responsibility creates operational challenges that differ significantly from those faced by enterprises protecting only their own infrastructure.
Workforce Development and Talent Retention
The conference dedicates programming to talent development and workforce transformation, acknowledging that technical skills shortages continue to constrain growth across the IT channel. For smaller service providers competing against larger organisations for qualified engineers and consultants, retention strategies and professional development pathways become competitive differentiators. ChannelCon provides a setting where business owners and operational leaders can compare approaches to building teams capable of supporting evolving technology portfolios.
Partnership Models and Vendor Relationships
Channel partnerships remain fundamental to how technology reaches end customers, yet the dynamics of these relationships continue to shift. Vendors increasingly expect partners to deliver not just sales but also implementation expertise, ongoing support, and customer success outcomes. ChannelCon examines best practices for structuring these partnerships in ways that create value for all parties while avoiding the margin compression that can result from poorly negotiated arrangements.
Organisations referenced in connection with the event include SYCA, AvePoint, 5k Technical Services, EnTech, Moovila, Benji Pays, and Celerium, indicating participation from across the vendor and service provider spectrum.
Who Should Attend
ChannelCon is designed for professionals working within or alongside the IT channel. This includes owners and executives at managed service providers and IT service firms, as well as channel-facing roles at technology vendors and distributors. The programme addresses concerns relevant to sales, marketing, operations, security, and partner management functions. Technology consultants and industry associates involved in channel strategy will also find applicable content. The peer-driven format particularly benefits those seeking candid operational insights rather than vendor-curated presentations.