EDGE 2025: The age of ecosystem intelligence

Tech marketing is no longer a silo, but a strategic and integrated growth engine powered by data, AI, and deep collaboration within an ecosystem of partnerships. 

According to Forrester’s  2025 B2B marketing and sales predictions, with Millennial and Gen Z taking center stage as the primary IT buying audience, more than half of large B2B transactions (US$1 million or greater) will be processed through digital self-serve channels, including the vendor’s website or marketplace. 

Transcends CEO Ashleigh Vogstad advised that tech partners must be ready to meet buyers where they are—digitally, contextually, and authentically.

As a member of the EDGE 2025 Brains Trust, Vogstad will bring her marketing intelligence and insights to life on the Gold Coast from 27 to 30 July at the RACV Royal Pines.  Find out more about EDGE 2025 here.

EDGE 2025

Vogstad will share how marketing will continue to evolve from transactional to transformational, rooted in trust, transparency, and shared outcomes. 

“The partners who thrive will be those who lead with intelligence, empathy, and imagination,” she said. 

Vogstad will also share her views on developing and executing go-to-market strategies, particularly in the rise of marketplaces. 

“Too many companies treat marketplace listings as a finish line when they’re just the starting gate,” she said. 

“In the Age of Ecosystem Intelligence, a marketplace presence without a mature strategy is like opening a store with no signage, no staff, and no follow-up. 

“You need an end-to-end GTM motion that honours the full customer journey—from discovery to decision to advocacy. That means investing in content, campaigns, and co-selling motions that drive visibility, trust, and conversion.”

Vogstad revealed that the most successful GTM strategies are co-created, not dictated. 

“In this new era, partners aren’t just channels—they’re co-innovators. Engage them early and often. Build a bold joint GTM strategy that includes shared messaging, integrated campaigns, and tangible goals around joint business outcomes and customer success,” she said. 

“This is how you move from transactional partnerships to transformational ecosystems.”

The future of GTM isn’t go-to-market—it’s a go-through ecosystem. EDGE 2025 is the perfect platform to explore how this plays out in real-time, with partners who are ready to co-create, co-invest, and celebrate wins together. 

“In the Age of Ecosystem Intelligence, the companies that win will be those that listen deeply, adapt quickly, and engage authentically—not just with buyers, but with the communities and ecosystems that surround them.”

This enlightened forward-thinking content is representative of what tech partners will be immersed in at EDGE this year. Building smarter partnerships, creating differentiated value, and leading with confidence in the AI ecosystem is what partners will take away from EDGE 2025: The Channel FutureScape. 

EDGE 2025

Norton Rose Fulbright global leader of digital transformation Nick Abrahams will be leading the discussion as a keynote speaker on how to partner smarter in the AI economy. 

Abrahams will show how to turn AI projects into a source of recurring revenue, what boardrooms are thinking about AI, and building client trust are some of the takeaways partners can expect. 

Former Facebook Australia leader and AI business pioneer, Stephen Scheeler will also take the main stage at EDGE 2025, exploring the significant impact of AI and the new generation of tech buyers.

Content will be underpinned by EDGE Research, housing in-depth end-user and partner analysis across Australia and New Zealand, uniquely delivered in partnership with Mark Iles and Tech Research Asia.

Spearheaded by EDGE Ambassador and founder Susan Searle, ARN and Reseller News have involved an outstanding Brains Trust to advise on the best directions for the EDGE 2025 partner experience. 

This highly credentialed line-up includes: TRA’s Mark Iles, Channel Guru’s Brad Clarke; The TSP Advisory’s James Davis, Channel Dynamics’ Moheb Moses, 360 Consulting’s Ryan Spillane, Transcends’ Ashleigh Vogstad and Partner Elevate’s Desmond Russell. Fabric Brand Partners’ Patrina Kerr is the newest addition to the Brains Trust.

Seize the opportunity to be inspired, elevate your business, and stay ahead of the curve. Register now to secure your spot at EDGE 2025: The Channel FutureScape.

EDGE 2025