EMC's Channel Journey: A 14-Year Odyssey

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Aug. 3, 2001 -- EMC Specifies First Channel Commitment

EMC in late Summer and early Fall of 2001 started telling its highly-paid, highly-motivated direct-sales force that it would set aside a market segment to be handled exclusively by solution providers. It would take several years after that to seriously rein in what was then the industry's most aggressive sales reps.

EMC also planned to set specific sales management goals to provide incentives that ensure its aggressive direct-sales and services arms work with partners, said Gregg Ambulos, then vice president of global partnering at EMC and currently its vice president of worldwide global channel operations.

"The net of it is, to reach our stated [sales] objectives, we have to leverage our partners," Ambulos said. "Part of that discipline is being able to give them [solution providers] a piece of the business."

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