Reflecting on a year where tech advisors stepped into their strongest and most strategic role yet.
By Adam Edwards, CEO of Telarus
2025 wasn’t the year technology changed — it was the year technology advisors changed with it. As I reflect on everything we have accomplished together, one thing is clear: Technology advisors are taking on complexity with more resilience and curiosity than ever before.
Across the channel, AI adoption surged, customer expectations sharpened, and demand for measurable outcomes intensified. What defined this year wasn’t the pace of innovation—it was advisors’ ability to turn it into outcomes.
At Telarus, our role evolved, too. Your growth set the bar, and our job was to match that pace with tools and support worthy of your ambition. In 2025, we evolved the tools, insights, and ecosystem to empower you to sell more confidently, move into higher-value conversations, and grow your business with greater clarity and control.
Advisor TL;DR: What This Year Means for Your 2026 Strategy
Short on time? Read this overview and share with your team as you set 2026 goals.
- You have a wider opportunity window than ever.
Mid-market buyers are increasing IT budgets (92%) and are highly motivated in their transition from AI pilots to production. They are open to meeting new advisors (96%) with specialized expertise in emerging technologies and proving ROI.
- You’re entering 2026 with dramatically improved workflow control.
Telarus Hub gives you a single, unified place to manage quoting, supplier data, commissions, ongoing education, and deal insights—all in one modern interface.
- AI conversations are now non-optional—but you’re ready.
With new AI suppliers, fresh AI learning tracks, and exclusive thought leadership on the latest trends, you have the frameworks and talk tracks to lead real outcomes conversations.
- Advisors who lean into Telarus education and resources grow more.
Advisors who engage in our education programs book 29% more business. When Sales Engineering joins a deal, pipeline expands by 40% and close rates increase by 33%.
- Next year won’t be about selling more solutions for solutions’ sake—it will be about translating technology into results.
That’s where empowerment, not enablement, makes the difference.
Record Performance Across the Ecosystem
2025 was a banner year for advisor-generated impact. This wasn’t accidental growth—this was the result of advisors choosing focus over noise and depth over speed.
1. IT buyers are relying on technology advisors more than ever
This year’s Tech Trends Report revealed that nearly all mid-market IT buyers (96%) are seeking outside advisory to guide complex technology decisions—great news for those looking to drive consistent upsell and cross-sell wins across the tech stack. And with one in three enterprises open to new advisor support, there is also an incredible opportunity for those larger wins. Lean on your Telarus team to help you tailor your messaging and approach for each buyer profile—especially as mid-market and enterprise needs diverge.
2. Leaning into Telarus Sales Engineering and Advanced Solutions amplified advisor performance
When advisors brought SEs and Advanced Solutions leads into deals this year, they saw:
- 40% increase in pipeline
- 16% increase in deal size
- 33% increase in deal close rate
These aren’t marginal improvements—they’re deal-changing differences that directly impact your ability to win and expand opportunities.
3. Advisors who engaged in education booked more
Those who committed to ongoing education booked 29% more business and drove more profitable outcomes for clients.
The behaviors that correlated with the biggest success this year weren’t volume-driven. They were focus-driven: niche expertise, data-backed conversations, and smarter workflows for the win.
Innovation That Empowers: The Tools You Activated in 2025
This was a year defined by deeper expertise, more intelligent workflows, and solutions built for advisors, not just around them.
The Telarus Hub: One Platform, Hundreds of Stronger Workflows
This spring, we retired Agent Back Office (ABO) and launched the Telarus Hub, an all-in-one business management platform designed to consolidate your daily workflow into a single, intuitive environment. This is the next-gen platform you’ve been asking for. And the feedback from advisors has been consistent: more clarity, more confidence, and more time back.
Telarus Hub has already begun transforming the advisor workflow:
- Your supplier research has been simplified, you have more visibility across your pipeline, and your commissions are easier to manage—giving you more time to focus on growing your client relationships.
- Over 300 features and enhancements have been added to Telarus Hub since its March 2025 launch. With monthly releases, the Hub will continue to evolve to support your workflow.
- Advisors are creating more opportunities through Telarus Hub than ever, including twice as many deal registrations as in ABO.
See what so many other advisors like you are discovering in Telarus Hub today.
What’s next from the Product Team in 2026 – New innovations from Telarus Labs
Telarus takes advisor-centric innovation seriously, and we’re excited to share our first sales acceleration product out of Telarus Labs in early Q1. Telarus Labs is an innovation incubator that offers our advisor community a chance to help shape future sales applications, tools, experiences, and more.
If you’re an active Telarus Technology Advisor and interested in testing new products…
Sign Up for Telarus Labs Early Access 🡥
Telarus AI Enablement Resources: Closing the Confidence Gap
The Tech Trends Report told us that only 13% of advisors feel “very prepared” to sell AI, despite AI again being buyers’ #1 investment priority.
In 2025 we invested in more AI learning tracks and selling resources specifically to close this gap. From our regional AI & Technology Summits to AI Essentials courses to client readiness assessments, our AI experts went to work to help advisors build confidence in the new AI era. And we’re just getting started.
Education Became a Competitive Advantage
This was the year that education went from being an optional resource to being one of the strongest drivers of advisor differentiation.
Advisors invested in their education at record levels:
- 6,500 advisors educated (live, virtual, on-demand)
- 100,000+ advisor engagements (25% increase YOY)
- 69% increase in virtual attendance YOY
- 2,500+ on-demand course completions
And to elevate your practice in 2026, you can expect new, fresh content for every learning level. More virtual events to meet your schedule. Dedicated marketing, business, and sales training. AI as part of every advanced solutions track to meet customer demands. These new learning opportunities are designed to help you deepen your value, expand your revenue streams, and elevate every client conversation. We can’t wait to introduce you to the new curriculum in January.
For a full view of education offerings, visit Telarus University.
2025–26 Telarus Tech Trends Report: A New Playbook for Advisors
Once again, we delivered exclusive research built to give advisors something rare: buyer data you can actually use in conversations.
Key findings included:
- AI tops the list: 58% of IT decision makers rank AI as their #1 buying driver for 2025, followed by cybersecurity (42%), CX (38%), and cloud (34%).
- Mid-market momentum: 92% of mid-market firms expect IT budget increases (vs. 46% of enterprise), with most spend earmarked for software over headcount.
- Traditional tech still delivers: UCaaS (73%), networking (66%), and cybersecurity (53%) remain top revenue generators for advisors.
- Strong demand for advisory: 96% of mid-market buyers and nearly one-third of enterprise buyers want to work with technology advisors.
These insights helped advisors lead with authority and position themselves as strategic partners—not just technology agents.
Learning and Celebrating Together at Partner Summit 2025
It was inspiring to see the incredible turnout at the annual Partner Summit in Anaheim, CA, in August. The three-day event brought together over 1800 technology advisors, suppliers, and industry thought leaders for education, networking, and celebration—underscoring the growing demand for trusted advisors to guide clients through today’s fast-changing intersection of AI, innovation, and business outcomes.
And it wouldn’t be a Partner Summit without giving back to the communities in which we work and live. Together, we raised an incredible $36,000 for Team Rubicon’s global disaster response work during our charity 5K run.
Save the date for Partner Summit 2026! We are going BIG in Dallas, Texas, August 11-13.
Celebrating Advisor Excellence: The Leaders Who Defined 2025
Empowerment isn’t just a theme—it’s the story of the advisors who elevated their craft, grew their businesses, and set a new bar for performance this year. Across every region, we saw advisors step confidently into bigger opportunities, lead more strategic conversations, and build momentum that shaped not only their success, but the future of our entire ecosystem.
This section is for them—and for every advisor who continues to strive toward their next milestone.
Congratulations to Our 2025 Peak Performers
Even with deals still closing through the final stretch of the year, one trend is unmistakable: More advisors than ever have reached Peak Performer status for 2025.
This growth isn’t accidental. It reflects a year in which advisors embraced new tools, expanded their expertise, and turned emerging technologies in CX, cybersecurity, cloud, networking, mobility, and AI into real business outcomes.
Your commitment, resilience, and focus created one of the strongest performance classes in our history. Congratulations on earning your place among the best.
2025 Hall of Fame Inductees
At this year’s Partner Summit in Anaheim, California, we were honored to induct new members into the Telarus Hall of Fame—our highest recognition reserved for advisors whose leadership, growth, and long-term impact have strengthened the entire channel.
This year’s inductees demonstrated what true empowerment looks like: bold strategy, consistent excellence, and a commitment to building lasting client value.
Congratulations to our 2025 Hall of Fame inductee(s) for their 2024 achievements:
Portfolio Communications and Schwarzkopf Tech Partners.
Chairman’s Club 2025: A Journey to Remember
To celebrate extraordinary performance and leadership, 10 of our top advisors embarked on an unforgettable eight-day adventure through the stunning landscapes of South Africa this summer.
Chairman’s Club remains one of our most exclusive honors—an opportunity for top performers to connect, recharge, and build relationships that last long after the trip ends.
President’s Club 2025: Celebrating Community, Connection & Growth
This year’s President’s Club brought together Telarus colleagues, advisors, and suppliers for a week’s worth of connecting, adventuring, and relaxing at Hyatt Zilara Punta Cana in the Dominican Republic.
We recognized the achievements of 188 advisor attendees representing 83 firms along with the friends and family who support them behind the scenes. This event continues to be a highlight of our year.
Telarus Advisors, there’s still time to qualify for next year’s trips—every deal counts! Submit those final orders by December 31, 2025, and you could be packing your bags for Chairman’s Club 2025 in Turkey or President’s Club 2025 in Atelier Playa Mujeres, Mexico! Reach out to your sales owner for more details.
Raising the Bar for Your Telarus Experience
We dove deep into support improvements this year to ensure a more tailored experience, upgrading leadership with proven service experts and additional training for all associates. Our commitment to delivering a fast, high-quality, and personal advisor experience has never been stronger.
- Faster, smarter deal registration: 95% of 2025 submissions processed within 1 hour, and 75% approved within 24 hours—setting a new benchmark for speed and reliability
- Improved pricing support: 80% of deliverables completed within 2 hours—a 20% increase YOY
- Easier commissions process: Not only have we sped up commission inquiries, we’re working proactively with suppliers to stop issues at the root
- Introducing the Operations Center of Excellence: This team exists for one purpose: to make your day-to-day experience seamless. Their focus:
- Quality management
- Strategy and scalability
- Training and development
What’s Coming in 2026
We’re entering 2026 with a more unified, more future-ready, and more capable advisor ecosystem than ever before.
Here’s what you can expect next year:
What Telarus is delivering
- Expanded Hub capabilities and workflow integrations
- More AI-ready suppliers across CX, security, cloud, mobility, and automation
- Brand new education curriculum built to deliver more of what you asked for
- More customized content to support your end-customer marketing efforts
- Ongoing improvements to service excellence
How you can plug in
- Manage your core workflows in Telarus Hub
- Bring our industry-leading sales engineers into more deals
- Choose one new specialization to expand your wallet share
- Integrate AI conversations into every mid-market discussion—our experts are here to help!
- Use the 2025-25 Telarus Tech Trends and our latest thought leadership to drive strategic value
Thank You for Your Trust and Partnership
As I look back on this year, what stands out most isn’t the technology we launched or the numbers we hit, it’s the way you showed up for your customers and for each other. Across the channel, advisors leaned into complexity with courage, curiosity, and a commitment to doing what’s right. You pushed into new conversations, learned new skills, and stepped confidently into opportunities that didn’t exist just a year ago.
You are the reason Telarus continues to lead this industry.
You are the reason buyers trust advisors more today than ever before.
And you are the reason we built tools, insights, and programs focused not only on enablement, but on true empowerment.
What we achieved together in 2025 is something to be proud of, but I’m even more energized by what’s ahead. The opportunity in front of all of us in 2026 is bigger than anything we’ve seen: smarter buyers, accelerating AI adoption, and a market that increasingly values the expertise only a great advisor can deliver.
We’re ready for it—and we’re ready to support you every step of the way.
Thank you for your partnership and trust in us.
Here’s to everything we built together in 2025—and everything we’ll unlock in 2026.
