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Channel Chiefs: Building A Better Relationship Via Partner Rules Of Engagement

Channel chiefs at some of the storage industry's top vendors look at how important it is to offer clear partner rules of engagement and how they use those rules to encourage pro-channel behavior.

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Partner Rules Of Engagement: Carrots, Sticks, And Whatever Else It Takes

Even in the most channel-friendly vendors, channel conflict is bound to happen. "Channel conflict" here does not mean solution providers competing against their peers. That's expected. Instead, many solution providers' top concern is that their vendor partners stay out of the competition with a direct sales effort.

Storage vendors are not deaf to the potential problem of channel conflict. Indeed, they have taken the lead over the past few years to implement rules of engagement to stop channel conflict. There is no one single answer to the question of how to prevent it, but partner rules of engagement go a long way to minimizing potential conflicts.

This look at partner rules of engagement is the latest in a series based on a roundtable session featuring CRN and the channel chiefs at five top storage vendors. Biographies of the participants can be found in part one of the series.

In this segment, NetApp's Bill Lipsin, EMC's Gregg Ambulos, Pure Storage's Michael Sotnick, and Hewlett Packard Enterprise's Jeremiah Jenson talk about how their companies use rules of engagement as a way to encourage pro-channel behaviors by both their own sales reps and their partners.

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