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VMware’s Channel Chief On Dell Spin-Off And Partner Vision

VMware’s worldwide channel chief, Sandy Hogan, talks to CRN about her partner vision for the future and if Dell Technologies’ upcoming spin-off of VMware will impact the two companies’ channel synergies.

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What is your vision for VMware’s channel strategy of the future?

Unleashing this whole power of the connected ecosystem to create customer for life value. That, to me, is the essence of going towards SaaS and subscription. In the last six months, our momentum going into 2021, we have had this mantra of ‘partner-first’. ‘Partner first’ in everything that we do as we build our strategies, as we gain input that partners are to really be part of the build with us, not just the recipients of what we do.

In April, we launched our first ever Executive Partner Advisory Board. We had our top 20 partners across the globe, and none of these were the big global partners, it is the partners who really represent our ecosystem. We had every one of our top seven or eight executives all involved deeply in the dialog. It wasn’t about programs. It was, ‘How do we lead with this partner-first around cloud and app modernization, around services-orientation.’ While it was an activity, it was an incredible milestone in how we really build partners into our model.

At the epicenter of that [our channel strategy] is profitability and making sure we are focusing on partner profitability of the relationship and not just the transaction. Teams are also working hard to ensure that all the enhancements to the programs are around simplicity: less administrative, faster to solution, faster to customer interaction and value. You combine all of that, we’re incredible humbled by the great engagements we’ve been getting from partners.

 
 
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