The Channel
Vendors, distributors and MSPs: partner programs, strategy and the people behind them.
How Lenovo 360 is reshaping the UKI channel around customer outcomes
Customers now buy solutions rather than separate products. Natalie Noor, UK&I channel and SMB director at Lenovo, on how Lenovo 360 helps partners combine devices, infrastructure and services
‘Everyone wins’: Dialpad’s channel director on AI-powered communications
With more than 80% of Dialpad’s global business flowing through partners, Ross Jack, director of channel EMEA, sets out how AI-powered communications can create shared value for partners, agents and customers
Punching above your weight by focusing on specialist value in the channel
Jeremy Keefe, managing director at Kubus, on how specialist focus, agility and strong alignment help smaller channel partners punch above their weight in competitive markets
The channel is quietly driving SME digital transformation in the UK
Cost pressure has pushed many SMEs into a defensive mindset. Nathan Marke, chief strategy officer at Giacom, on why helping them optimize existing systems is now where partners add value
MSPs are still missing the Microsoft Copilot opportunity
Copilot works as a catalyst to open broader strategic IT conversations. Positioned as a productivity add-on, it leaves the MSP with a licensing sale and nothing more
Extreme Networks refocuses partner program on predictable rebates and MSPs
Non-certified partners can now earn new-logo rebates. Joe Spencer, SVP of global channels and strategic initiatives, says early indicators point to around 20% more profitability for partners
Distology Tenable deal signals shift toward value-led distribution
Tenable is significantly larger than any vendor Distology has carried. Chief executive Hayley Roberts says larger vendors increasingly look to specialist distributors for growth and channel education
Nebula Global Services ties partner loyalty to ESG outcomes
Richard Eglon, chief marketing officer at Nebula Global Services, says embedding carbon, social impact and governance incentives into renewals enables partners to create “real-world impact simply by doing what they already do”
Broadcom channel chief outlines partner opportunity in private cloud and AI
Broadcom has stepped back from VMware implementation work. Brian Moats, SVP of global commercial sales and partners, calls private cloud a “once-in-an-every-other-decade kind of opportunity” for partners
Microsoft’s end to free CSP grace periods hands partners the renewal clock
Lapsed CSP subscriptions will move to paid extended terms from 4 May. For MSPs with hundreds of small tenants, renewal discipline is about to become a margin and customer-service issue
Cisco’s Joachim Mason on aligning partner goals with customer outcomes
Cisco’s 360 partner program puts real-world impact ahead of historic accreditation. Joachim Mason, managing director for Cisco UK and Ireland partners, on aligning partner goals with customer outcomes and evolving the channel for long-term growth
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