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Lenovo Channel Chief Cato On Increasing Rebates, MDF And Sales Alignment To Get Back Into 'Growth Mode'

Rob Cato tells CRN that Lenovo is looking to pick up the pace on adding new customers with a series of moves aimed at 'channel transformation.'

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What is changing about Lenovo's channel approach right now?

This stems from the last few months, having spent a lot of time with partners at Accelerate, and at roundtables and in one-on-ones. It's really related to the overall transformation that Lenovo is going through. Lenovo is transforming from a very product-centric company to one that is very focused on customers. The channel transformation is about optimizing everything that we're doing.

One [focus] is optimizing our investments -- everything from our financial investments, our marketing investments, our people investments -- to drive growth and market share across three segments. Those are SMB -- which is still very relevant for us -- as well as the large enterprise space, and also the K-12 customer segment. Those are the three segments that we're going to focus and hone in on with our partners. We're increasing the level of engagement -- engaging our partners with the coverage model that we have, allowing us to be deeper and more strategic with them, and aligning with them across North America.

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