The Channel
Vendors, distributors and MSPs: partner programs, strategy and the people behind them.
Pure Storage adds Ambassador tier and solution designations for partners
Pure Storage has added an elite Ambassador tier and four solution practice designations to its partner program. EMEA channel chief Geoff Greenlaw calls it the company’s most rewarding program to date
Dell raises incentives for partners that co-invest in growth
Denise Millard, chief partner officer at Dell Technologies, says the incentive increase is designed to reward partners that co-invest and act as “needle movers” in driving growth through the channel
Value-based selling is redefining partner growth in cloud communications
Buyers want clearer links between technology spend and measurable results. Michelle Paitich, global vice-president of channel sales at 8x8, explains how partners can lead with commercial impact rather than features
Microsoft Copilot is the door most MSPs are walking past
Boards see Copilot as a credible first step into AI, and it is exposing governance gaps. Jay Janes, CEO at xpandly, argues MSPs that treat it as a licensing sale risk narrowing their role