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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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Is Avaya giving the channel a march or die message? 

I recently saw one of our competitors give a march or die imperative to their channel. I've been in the channel for 25 years. 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. We are telling partners that we want to move to SaaSs subscriptions, we want to be able to address the customer buying preference for cloud, and we want to help our customers turn customer service into multi-experience. Based on that, we are organizing our resources, whether it's market development funds or field sales resources -- we have specialist teams in a lot of different areas to help sell with the channel -- so I will tell you that partners have our vision statement that starts and ends with the customer because the customer make their own decisions at the end of the day. We are doing a "sell with" the channel motion as opposed to a "sell through" the channel motion. I believe if your partners believe in your vision and the strategy and it's competitive in the marketplace, they'll come along with you, and that's the approach we are taking with the channel.

 
 
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