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AppViewX's New Channel Leader On Power Shift From Vendors To Partners And Solving The Common Mistakes In Channel Programs

AppViewX's new channel leader Keith McManigal talks to CRN about the power shift underway between vendors and their channel partners, as well as fixing the profitability issues with partner programs.

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Power Structure "Changing" Between Vendor And Channel

"My fundamental belief is that the power structure is changing from the vendor-strong, to the partner-strong," said Keith McManigal, AppViewX's new vice president of channel sales, who previously held top executive roles at Cisco and F5 Networks.

McManigal said vendors need to change the way they interact and go-to-market with channel partners to eliminate profitability issues between the two sides. He points at Seattle-based AppViewX's new partner program, Partner+, which includes a guaranteed margin program and access to dedicated inside channel teams for demand generation. This, he suggests, is the way programs need to be structured if a vendor truly wants to put the channel first.

In an interview with CRN, the 25-year industry veteran also talks about shifting to a 100 percent channel company and capitalizing on the power shift underway between vendors and its channel.

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