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VMware Channel Chief On Fixing VMC On AWS Channel Conflict

VMware’s new global channel leader Sandy Hogan talks to CRN about solving channel conflicts between AWS direct and partners around VMware Cloud on AWS deals as well as creating a “partner-first culture” within VMware.

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Sandy Hogan Creating A ‘Partner-First Culture’

VMware’s new global channel chief, Sandy Hogan, said VMware is taking steps to solve any channel conflicts that arise between channel partners and AWS when selling its popular VMware Cloud on AWS offering.

Several VMware partners told CRN recently that massive multimillion-dollar VMware Cloud on AWS deals are being swooped up at the last minute by AWS’ direct sales teams, resulting in the loss of millions of dollars in enterprise cloud migration deals for the channel. VMware has acknowledged these partner challenges around large VMware Cloud on AWS deals, known as VMC.

Hogan, who joined VMware in May as senior vice president of worldwide commercial and partner sales, has already taken measures to combat the channel issues head on.

“It’s about creating better alignment in these teaming agreements that are established between VMware, AWS and the partner,” said Hogan in an interview with CRN. “That sets up the co-selling up-front and the rules of engagement and the outcomes out of that. So that also creates a form of protection for the partners in how they’re actually going to jointly sell [VMware Cloud on AWS] and the rules and responsibilities going into that teaming agreement.”

Hogan is an IT and channel veteran with nearly three decades worth of experience including most recently at Rackspace as well as a 15-year stint at Cisco with roles such as global vice president of Cisco’s Digital Transformation Group. In an interview with CRN, Hogan talks about the VMware Cloud on AWS strategy ahead, crafting new channel-focused organizations and creating a “partner-first culture.”

“We’re building everything from a global partner advisory council to executive sponsor programs. I want partners to be part of the build with us versus just the recipients of new programs, launches, etc. -- that’s super important,” Hogan said.

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