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As we approach our Partner Advisory Council in Portugal next week, it is a moment to pause and reflect on what truly drives Veeam’s success. The answer is simple and consistent: our partners.

The Partner Advisory Council is not a standard industry event. It is a forum designed for meaningful dialogue, shaped by the partners who work alongside us every day to help customers protect, manage, and unlock the full value of their data. Over several days, we come together to share insights, pressure test strategy, and align on where the market is really heading across EMEA – particularly as organizations shift from managing data to building trusted data foundations for the AI era.

This year’s Council comes at a critical time. Organizations across the region are facing growing pressure from cyber risk, regulatory requirements, data sovereignty expectations, and the accelerating shift toward hybrid and cloud-based environments. At the same time, AI adoption is moving faster than the ability to govern and secure it, exposing a growing gap between ambition and operational readiness.

In response, our partners are evolving fast. They are no longer just resellers or service providers. They are trusted advisors, architects, and operators of modern data resilience strategies, helping customers ensure their data is understood, secured, and resilient, so it can be trusted to power AI safely at scale.

That is exactly why the Partner Advisory Council matters. It gives us a space to listen as much as we share. Our partners bring a unique regional and industry perspective that helps shape how Veeam prioritizes investment, develops programs, and simplifies how we do business together. Their insight is critical as we evolve from a data resilience leader to the Data and AI Trust company, ensuring customers can move from confidence in data to proven, trusted outcomes.

A defining moment of this year’s Council will be the announcement of our EMEA Partner Award winners, celebrated in front of the peer community that understands their achievements best. These awards are not about scale alone. They recognize measurable impact across revenue growth, cloud adoption, enterprise and public sector success, and innovation through new routes to market – particularly in helping customers reduce risk, strengthen resilience, and prepare their data for AI-driven use cases.

Across EMEA, several clear trends continue to be reinforced by our partner community. Cloud adoption is accelerating, but customers are increasingly focused on control, resilience, and compliance. The rise of sovereign cloud conversations highlights a consistent message: organizations want flexibility without compromise, and accountability without complexity. At the same time, AI is introducing new data access paths, dependencies, and risks that traditional approaches were not designed to handle.

Enterprise and public sector organizations are demanding solutions that are secure, reliable, and operationally simple. But increasingly, they are asking a more fundamental question: can they trust the data their business – and their AI – depends on? This is where the convergence of data resilience, security, governance, and privacy becomes critical, and where partners play a central role in delivering those outcomes.

At the same time, services-led engagement models continue to grow, with partners playing an even greater role in managed services, optimization, and long-term lifecycle support. As AI adoption scales, these services will become even more important in helping customers operationalize trust, prove control, and recover clean, compliant data when it matters most.

The partners recognized at the Council will closely reflect these shifts. They are investing in skills, embracing cloud consumption models, building repeatable solutions, and creating differentiated value for customers. They are also deeply aligned with Veeam’s strategy to ensure data is not just protected, but trusted – enabling organizations to innovate faster without increasing risk.

Looking ahead, the future of the partner ecosystem is collaborative by design. No single vendor or partner can solve today’s challenges alone. Success will come from ecosystems built on trust, shared ambition, and a commitment to long-term outcomes. The Partner Advisory Council plays a critical role in that journey by ensuring our strategy remains grounded in real-world insight and regional reality.

As we gather in Portugal, we will celebrate achievement, challenge assumptions, and look forward together. The announcement of this year’s award winners will be a highlight of the Council, but the broader opportunity lies in the momentum we create together and the future we are shaping as a partner community.

We are proud to build the future of data resilience and AI trust with partners at the center of everything we do.

For more information about Veeam’s Partner Program, visit Empower Your Business with Veeam’s Partner Program.

The post Why the Partner Advisory Council Matters and Why Our Partners Matter More Than Ever appeared first on Veeam Software Official Blog.

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