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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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What are you doing to stop channel conflict between your partners and AWS direct when selling large VMC deals?

There’s a few things we’re doing on that. And there’s a few important notes as well. The first piece is, VMware and AWS are both two large organizations and we have different programs. Yet, at the same time, where are incredibly committed to the partner community -- that’s unequivocal. There’s no debate on that. We continue to learn and evolve as the program continues to mature.

One thing we’re doing is we have established the importance of the duel registration that is fundamentally protecting the partners from both organizations as they engage. And it also, candidly, leverages both programs because now when they are duel registering, it gives them visibility to actually have more flexibility in making decisions based on the customer’s landscape, the contractual landscape and they can best determine the best path for the customer. That duel registration is fairly new. That came out a few months ago when I was early on my tenure here when we were driving the formality of that. I’m personally invested in this with Chris Sullivan [AWS’ global director of worldwide strategic alliances] on the AWS side. We’re doing joint meetings with our top partners to align in getting direct feedback: what’s working, what’s not working – but also areas where we could innovate together to drive the joint selling opportunities. That’s a personal investment that we’re making.

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