pod2112 Podcast

Device and everything as a service is not a new concept. Since the early days of managed services, channel pros and practitioners foresaw a day in which the tech industry sold and supported all devices, applications and resources as a service. With cloud computing and ubiquitous connectivity, everything as a service is a real and growing trend. Nevertheless, the channel – particularly in the SMB segment – is not addressing what some size as a $390 billion market. D&H Distributing – the leading distributor that largely focuses on SMB partners and market segments – is looking to convert nearly 70 million seats from traditional capital-expense hardware sales and software licenses to an end-to-end services-based consumption and support model delivered by solution providers. Jason Bystrak, vice president of the cloud business unit at D&H Distributing, joins Pod2112 to discuss the massive channel opportunity in everything as a service and how vendors and solution providers can participate in the multi-billion opportunity.

Channel chiefs change jobs all the time, but few get the opportunity to build a channel program from the ground up. Channel veteran Bill Lipson not only designed Cohesity's recently launched channel program, but he did so as an outside consultant that grew into the job. Lipson, a widely regarded channel leader, joins POD2112 to discuss returning to the channel chief's chair and the experience of building and launching a reimagined channel program.

Generating growth is a challenge for all technology companies. Few can create lightning in a bottle on their own. In many cases, vendors can catch a ride on the growth train by attaching themselves to another growing technology that they complement. In the case of Barracuda MSP, a division of Barracuda Networks that provides managed services for security and backup, that opportunity came with Microsoft's push to increase the number of Office 365 business users. By many accounts, as many as 90% of Microsoft Office users are still on perpetual legacy licenses. Translation: The migration opportunity is huge for Microsoft, and every account that gets switched to the cloud-attached service will need several complementary services, such as security and backup. Neal Bradbury, vice president of MSP Strategic Partnerships at Barracuda MSP, is heading up the effort to ensure that Barracuda MSPs don't miss the opportunity created by the Microsoft push. I recently spoke with Neal about how he approaches creating a strategy to draft on an existing trend. In this episode of POD2112, Neal shares guiding principles that all vendors can apply in their go-to-market strategies.  

The indirect sales model was never intended to ensure or provide partner profitability. The profit of partner activities was and remains a product of what they provide to customers in value-added goods and services. Some technology vendors are making that principle the cornerstone of their channel profit model. By giving partners the breathing room, tools, and enablement to deliver more managed and professional services independently of their vendors, the more likely they can generate higher profits without consideration to the vendor's products and margins. NetApp, which is rolling out a new go-to-market channel strategy, is among the vendors that are looking to make partners more profitable by giving partners the models, resources, and support that will make them profit independent. Chris Lamborn, head of worldwide partner go-to-market and programs at NetApp, joins Pod2112 to explain the strategy and potential benefits of partner profitability independence.

HP has a storied history of innovation and propelling change in its partners and customers' organizations. HP is now undergoing a sweeping change in its leadership, organization, go-to-market strategy, and culture with the appointment of a new CEO, the creation of its first chief commercial officer, and the restructuring of its global framework. HP is aiming to meet future partner and market needs with a focus on technology innovation, services models, and efficiency. Reshaping large, global organizations isn't easy or quick. The process takes inspiration, vision, planning, and time to execute. The changes announced at HP are two years or more in the making, and required getting thousands of people around the world onboard with the vision and executing in the same direction. Stephanie Dismore, the new managing director of HP's newly created North America market, joins Pod2112 to talk about the changes and what it takes to turn a giant, global organization.

As the technology industry evolves with new and innovative products and services, partners face the challenge of acquiring new skills or losing business. The shortcut to satisfying customers, even when the products and skills are lacking, is referrals. Through referrals, partners can direct customers to trusted, qualified vendors and solution providers that can meet their technology needs. Referral programs offered by vendors, distributors and master agents provide the supply-side of the business with the ability to capture through-channel revenue regardless of the partner's qualifications. And, referrals are often a catalyst for helping partners identify market opportunities that lead to skill and capacity acquisition. TBI's national referral program director Bill Vander Vennet joins Pod2112 to talk about the value and power of referral programs for everyone in the go-to-market chain.

In the race to dominate the cloud computing era, Google Cloud is playing catchup to rival market leaders Amazon Web Services and Microsoft Azure. The difference maker, says Google Cloud's management, is partners that are innovating with the cloud company and on behalf of their customers to building better, value-add solutions that produce better outcomes and return on investment. The strategy is already paying dividends as Google Cloud is expanding rapidly and picking up market share with the help of partners. Nina Harding, Google's global chief of partner strategy and programs, joins Pod2112 to talk about how Google's legacy of innovation is helping to make solution providers "imagineers" that devise new ideas, craft new solutions, and create new services in and around the Google Cloud.

The Internet of Things trend is creating massive product and service sales opportunities. Businesses are spending billions of dollars acquiring new sensors, infrastructure, and applications to leverage IoT devices and systems to improve operations, create new experiences, and capitalize on emerging models. In the channel, IoT is still an emerging opportunity. Vendors are developing channel programs, and solution providers are beginning to adopt the technologies.

 The market, though, is still struggling to figure out how to best implement and maximize IoT investments with limited experience and resources. A potential solution is the extension of managed services to the IoT segment. Sensorium, a Carnegie Technologies company specializing in IoT managed services, is helping solution providers and their customers identify opportunities and capture business by providing the means and resources for delivering IoT as a service. Channel chief Amy Luby joins POD2112 to talk about the unfolding opportunities and potential in IoT managed services.

Once upon a time, when cell phones did little more than voice services, the go-to mobile device for business executives was the trusted Blackberry. These communications devices with their monochrome display, roller-ball controller, and physical keypad untethered busy executives from their personal computers by giving them mobile emails, text messages, and voice services. 

 The days of Blackberry the device is over, swept away by the flood of iPhones and Android devices. Blackberry the company, though, is enjoying a renaissance. Over the last five years, Blackberry reinvented itself as an Internet of Things and security vendor by leveraging the best of its legacy technology and expertise. 

 Blackberry has a sizable and growing network of channel partners, and it's looking for more resellers, integrators and service providers that can help meet the growing demand for security, mobility, IoT solutions. Richard McLeod, global vice president of enterprise software channels, joins Pod2112 to talk about the transformation and evolution of Blackberry, and where the company wants to go with partners.

Strategy is something often talked about and considered a necessity in business yet is largely misunderstood and misapplied. An effective strategy is the combination of vision, objectives and direction that set the course and tempo of business. Through strategy, businesses have focus that drives their day-to-day operations and clarifies decision-making. Creating effective business strategy isn't easy, though. Managers can get distracted by legacy interests and short-term incentives. Strategy, when done right, can ensure businesses remain properly oriented toward goals and prepared for near- and long-term market conditions. Thomas Jensen, executive vice president of German systems integrator Bechtle and a veteran strategist of Hewlett Packard and Maersk, joins Pod2112 to share what it takes to understand, build and execute effective business strategy.