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VMware’s Hogan On Cloud Marketplace ‘Disruption’ And Dell Partnership

Mark Haranas

VMware’s worldwide channel chief, Sandy Hogan, talks with CRN about public cloud and distributor marketplaces, her channel strategy in 2022 and VMware’s channel partnership with Dell Technologies now that VMware is independent.

 Sandy Hogan: ‘Marketplaces Are Clearly A Disruptive Force’ 

There’s no doubt that public cloud marketplaces from Amazon Web Services, Microsoft and Google Cloud are disrupting the traditional channel partner resell motion. However, VMware’s worldwide channel leader, Sandy Hogan, said there are many “unique opportunities” for partners to take advantage of these cloud marketplaces.

“Without question, marketplaces are clearly a disruptive force, not just for VMware but for all of us. We are all on this journey together,” said Hogan, VMware’s senior vice president of the worldwide partner and commercial organization, in an interview with CRN. “Frankly, with any kind of disruption like that, we believe it leads to significant opportunity.”

Hogan also explained how focusing on customer success will be key for channel partner profitability compared with traditional resell transactions.

“In the future, most of the profitability for a partner or for a business will actually come from how you retain and grow your customer, not how you transact with your customer. So when you think about that, that whole skill set is what we want to help accelerate in the market,” said Hogan. “We’re seeing our partners having two times to three times the profitability because that’s where it’s going to come from.”

Hogan talks with CRN about the partner opportunities in public cloud and distributor marketplaces, her channel strategy in 2022, and VMware’s channel synergy vision with Dell Technologies now that VMware is an independent company.

 
Mark Haranas

Mark Haranas is an assistant news editor and longtime journalist now covering cloud, multicloud, software, SaaS and channel partners at CRN. He speaks with world-renown CEOs and IT experts as well as covering breaking news and live events while also managing several CRN reporters. He can be reached at mharanas@thechannelcompany.com.

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