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Lexmark Channel Chief Kinlaw On New ‘Go Line’ Of SMB-Focused Printers And Why Partners Should Expect ‘More Opportunities To Earn More Dollars’

The ex-Lenovo sales whiz has been heading up Lexmark’s channel efforts for eight months and just unveiled his newest innovation, giving partners an easy path to the best products, pricing and incentives. CRN catches up with Kinlaw to talk about the new Go Line and how he is turning around sales at the printer vendor.

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What are you hoping to achieve by packaging already existing products as the Go Line?

The channel needed a way to recognize products on the shelf that were distinguished and focused on the SMB market. Much like Lenovo has Top Seller, or HP has Smart Buy, as an example, and Dell has their own line of channel-led, SMB-market-type products. Most major manufacturers do that. One of the first observations eight months ago, walking in the door, is Lexmark had started to go down that path but they only got halfway.

So over the course of the last six months, the brand team listened. That’s one thing I like about Lexmark. They want to do things that are valuable to the channel. I got the necessary support and they did that. So our new product category through the channel is designated as the ‘Go Line.’ I like Go Line because there’s lots of marketing collateral and campaigns that can be built around ‘On your mark, get set, go’ or ‘Ready. Set. Go.’ And ‘go’ indicates speed and ‘go’ indicates conditional formatting, that green light. There will be lots of things you can build around the Go Line and naming convention.

Now it’s up to us to make sure we’re fully trained and it’s served up on a silver platter for our distributors, so they can take it to the VAR community. But you can expect campaigns from us over the coming quarters, all built to serve Go. You can expect more incentives.

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