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Avaya Channel Chief: Shift To Cloud, Subscriptions Isn't A 'March Or Die' Message To Partners

‘You can't tell your channel partners what to do. You have to bring them along and get them aligned with the strategy and have them understand that your strategic intent is in their best interest,’ says Avaya Channel Chief Jon Brinton.

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A Cloudy, But Clear Future

Unified communications giant Avaya has gone through some rough waters, but the once-premise-focused company is looking ahead to the future and wants partners to join them on their journey toward becoming successful in the cloud through subscription-based UC services and solutions.

Jon Brinton, vice president of North America channel sales at Avaya, left cloud UC rival Mitel in November joined the company as channel chief in December. Now, Brinton and his team are working to reinvigorate its channel with the right UC solutions and modes of delivery that customers are looking for.

Brinton sat down with CRN and talked about Avaya's focus on cloud and subscriptions, how he'd like the majority of its enterprise customers to be buying Avaya via subscription, and how Avaya is helping more traditional channel partners get there.

Here are excerpts from the conversation.

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