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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 can Lexmark channel partners expect through selling the Go Line? Can you talk about incentives?

I don’t want to publish details around it, other than I want to tell them they can make more money from it, the loyalty perks—that’s the way in which a VAR can be incented through us directly, through a debit card—we’re going to increase the amount that they can make on Go-type products.

You can expect more opportunities to earn more dollars. You can expect [volume incentive rebates] to be in place for larger partners who are going to see targets based on these type of products. This is a feature initiative. It’s built to simplify Lexmark’s go-to-market campaigns through the channel. I’m excited. It’s a way in which we’re going to keep marching to serve our channel partners for quarters to come.

This is going to be a way of life. This a rallying call for us to be more efficient with our channel partners. There was some confusion before. What to bid? Do they have to get a special bid? Do they not have to? This clarifies, for a certain type of end user, which product they should go with first.

I’m thrilled. It just goes back to the willingness of the company to grow in the channel. To me, walking in, having a channel background, it was one of the things, I said, ‘Hey you can’t grow, unless you do this.’ You have got to have products which a partner hears the name ‘Go Line’ and it resonates availability, and ‘I make more money.’ You miss that in our offerings. Its not that they didn’t have the right products created. Many of our new products fit beautifully in this category.

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