Ted Cole, Adtran

Channel Chief Name	Ted Cole
Channel Chief Title	VP, Channel Sales
Company and Division	Adtran
Markets Served:	Networking
Company's overall 2007 revenue:	$477 million
Percentage of revenue from solution providers:	25%
Number of years with the company:	2
Number of years involved with indirect sales:	20+
Number of employees in channel organization:	26
To whom do you report in your organization?	Rick Schansman, Senior VP and General Manager, Adtran Enterprise Networks Division
Does that individual report to your CEO/president?	Yes
Describe your channel organization's major accomplishments over the past year:	a. Realignment of the sales force to become even more partner centric. We made a number of enhancements to our sales coverage model in 2007 to better serve our partners. This realignment resulted in more effective coverage for our partners, as well as an increase in the number of people providing support in each area. b. Launched a new multi-faceted program designed to help us better understand our partners and the customers they are serving. This has been an extensive effort that has been underway for more than six months. This process evaluates data from a number of initiatives such as partner segmentation and partner profiling and structures that data in a useful manner to help us balance partner productivity and growth. It has helped to identify the most productive partners and the types of customers they service. In addition, it has also helped us improve partner enablement, helping them to grow their business, and in turn, grow ADTRAN's business. c. The partner initiatives previously discussed culminated in being Named Networking Infrastructure Company of the Year in the VARBusiness Annual Report Card. This honor stands out because we were able to unseat our biggest competitor (in two of three categories) in our inaugural appearance in the ARC. Many of our scores were tops in the survey, not only in our category. This award presents measurable proof that ADTRAN's ADvantage Partner Program is worthy of recognition and stands out from the competition.
List up to 10 of your top products sold through the channel:	1.NetVanta 3200 Modular Access Router 2.NetVanta 3430 Modular Access Router 3.NetVanta 3448 Mutiservice Access Router 4.NetVanta 1335 Mutiservice Access Router 5.NetVanta 150 Wireless Access Point 6.NetVanta 1524ST Gigabit Switch 7.NetVanta 4305 Modular Access Router 8.NetVanta 3120 Fixed-port Access Router 9.NetVanta 3130 Fixed-port Access Router 10.NetVanta 1224ST Integrated Switch-Router
Describe how your partner community has grown over the past year:	Over the past 12 months, the ADTRAN ADvantage Partner Program has grown from 1,035 to more than 1,690 partners. This marks a 63 percent increase in overall partners. The largest growth was in the mid-tier of the program, which was added in 2007. This partner level grew by more than 388 percent. This level was added to the program to give more partners an opportunity to more easily evolve to become a top tier partner. In addition, our top-tier partners have grown by more than 20 percent. These partners are required to complete product certifications and training and are eligible for special sales incentives related to those efforts. We have proven that those partners reaching ADvantage Plus level grow their businesses much faster than those who do not, making it even more attractive to become a committed ADTRAN partner.
Name the one individual who has had the most profound impact on your life:	My father had a severe stroke at the young age of 48. With the right side of his body paralyzed, leaving him unable to speak, working was no longer an option for him. Mom had never driven, worked outside the home or balanced a checkbook, but with six kids still at home, she was forced to step up. Without hesitation, she learned to drive and leveraged her homemaker gifts and skills to earn enough money to fulfill the basic needs of our family. She baked bread and made hand-dipped chocolates in our basement, all sold through our family sales force. Marketing was handled by word of mouth and during Christmas and Easter she single-handedly made in excess of 1000 pounds of candies. Her ability to undertake such significant initiatives, outside of her comfort zone, left me with a work ethic based on her example -- If you care at all, you'll get some results. If you care enough, you'll get incredible results. She cared enough...
Please name the single most innovative initiative for which you were responsible for the past year?	The most innovative initiative that ADTRAN undertook as a channel organization in 2007 was the development of a Partner Progression Plan. This is a multifaceted program encompassing multiple staff for a period of more than six months to date. Every aspect of the channel program has been examined, particularly those related to partner relations. Extensive profiling and segmentation are underway. Research was also initiated to see what factors differentiate productive from non-productive partners. This initiative has allowed us to better understand our partner base and has resulted in the development of a Partner Progression Plan outlining how to recruit, maintain and grow partners -- an iterative process. It has also enabled us to focus even more on the end user and their needs, while developing a methodology for growing the business of both our partners and ADTRAN as a result.
What were the key channel partner investments you made in the past year?	1. Developed and implemented a new partner assessment program. This program has given us key insight to our partners, their needs and the needs of their customers allowing us to tailor our channel program to be more partner-centric than those of our competitors. This program has given us reassurance that the channel partner is evolving and the way we deal with them must evolve as well, for both parties to become and remain successful. 2. Technology enhancements. ADTRAN has invested greatly in technology that will increase productivity, aid partners in doing business with us and allow us to learn more about our partners. Improvements in Customer Relationship Management software and electronic marketing were just two of the areas impacted through these improvements. 3. Increased inside sales efforts. The company made a significant investment in increased inside sales efforts. These efforts focus on supporting the lower two tiers of the partner program. The goal is to onboard and grow these partners with ADTRAN and move them higher in the program by increasing their productivity as partners.
How are you attracting the next generation of solution providers?	Our partner profiling effort is helping us to better identify partners with whom we are the best match, and as a result identify the partners that should become the most productive partners. These efforts are also supported by a number of events designed to increase the partner's knowledge of ADTRAN products and solutions, as well as increase their overall technology business solutions knowledge. Some of these efforts include integrated marketing events, targeting of selected vertical audiences, opportunities for services revenue and certifications and training.
What is the greatest challenge you overcame in the past year?	Our greatest challenge over the past year has been the shift in paradigm from providing traditional channel support to becoming a channel organization that is truly customer facing with an in-depth understanding of end-user needs. This process has forced us take the time to assess each partner and develop a plan for what we need to do to grow their business. While this was a great challenge in 2007, the things we learned from this process will be implemented in 2008 with anticipation of growing the program and each partner member.

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