Edison Peres, Cisco:
The CEO's one thing; the culture of the company is another. I see a lot of CEOs want to do certain things but getting hung up on the culture of the company all the way through. Is that the way the sales organization works? Is that the way we're compensated? And I think that in some companies you get a lot more of a partner-centric approach, up and down, the way in which you go to market, from the CEO across the company, and in some you get less, even though the CEO themselves might be committed. [Establishing the culture] is the important part of truly being partner-centric or not.