Customers now see networks as an investment area and as such they are becoming more specialized in-house, with non-IT management exerting greater influence over IT decisions. Companies like Extreme Networks are working to show that networks are not just a cost center but a strategic asset that drives tangible business outcomes – and it’s working. My stance on this is underpinned by the changes we are seeing in the industry. As such, IT companies must continually refine and invest in their channel strategies in order to stay competitive. According to Forrester, more than 70% of global IT sales revenue is generated through third-party channels, underscoring the pivotal role they play as the bridge between technology providers and customers. Our relationship is a symbiotic one, where we grow together based on the investments – both tangible and intangible – that we make into our relationship. Just like any meaningful relationship, personal or business, this requires constant effort, communication and commitment of time and resources. With 25 years of experience in sales in the tech business, there is one thing I can confidently say that has not changed: the importance of creating synergy between partners and IT vendors under a mutually beneficial and strategic framework. What underpins the success of a thriving channel partner ecosystem? How can partners and IT vendors benefit alike while navigating the complexities of today’s technology landscape? Mamdouh Ismail, Regional Channel Lead, Extreme Networks – META, on the need for greater synergy between vendors and partners for better business outcomes.
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