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Channel Advocate®
News, Research and Resources to Power Your Channel
 
IN THIS ISSUE:
July 2016
Emerging Vendors Need To Build Channels Earlier, Not Later
Rick Whiting
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IT startups have generally followed a common path as they have moved from their earliest sales efforts to widespread sales and distribution of their products. They start with a handful of early-adopter customers, eventually expanding to a broader base of customers that can serve as marquee references – all through direct sales. And then, sometimes after several years, they "cross the chasm" and begin selling more widely.

Many, if not most, startups don't develop channel programs until they reach that final stage. Viewing the channel as simply the ultimate extension of their own sales force, they don't see the need to establish a partner program until all other components of their sales and marketing operations are in place.

But not all startups follow that route. As evidenced by the many applicants for CRN's annual Emerging Vendors project, some IT startups recognize that there is value in engaging with the channel early on.
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CRN TECH TRENDS
Big things move slowly. That's why nine months have elapsed between the announcement that Dell will buy EMC and this month's news that Dell has selected the executive who will oversee the integration of the tech giants' partner programs.

But there's much more news for the channel from Dell. For example, read our exclusive interview with Michael Dell, in which he addresses growth in the channel, as well as how much a combined Dell and EMC will spend on research and development.
Channel Programs
Dell Names New Global Channel Chief; Full EMC Partner Program Integration Set For Feb. 1
Storage
Michael Dell On Driving Channel Growth, Dell-EMC's $4.5B R&D Investment And Naming A New Global Channel Chief
Data Center
Michael Dell: Our R&D Spending Will Be Nearly Twice That Of HPE
Networking
Partners Thrilled By Signs Of Thaw In Once-Frosty SDN Relationship Between Cisco And VMWare
Security
HPE To Start Selling Data Security Solutions Through Partners
Cloud
The Race Is On: IBM, Google, Microsoft And AWS Aim To Deliver Machine Learning As A Cloud Service
 
IN CASE YOU MISSED IT
Cisco Live 2016: CEO Robbins Sounds Off On Brexit, Potential Spin-Ins And Transforming Cisco Into A Service Company
CRN's 2016 Tech Midyear In Review
Partners Hope CEO Change At Avnet Will Supercharge Cloud Investment
Microsoft Hires Google's Lead Kubernetes Engineer To Boost Container Orchestration Support In Azure
Veeam Brining In Top VMware Sales Exec As New President, COO
Partners Unsure Of Apple's Future In Monitor Business After Company Axes Thunderbolt Display
 

 

COMPTIA RESOURCES
CompTIA is your not-for-profit global IT trade association serving over 80,000 premier members and registered users. Our vendor resources are designed to help train the vendor community. Our membership programs enable vendors to push content to their partners at no cost. Check them out today.
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RESEARCH
5th Annual Trends in Managed Services
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TRAINING
Executive Certificate in Channel Management
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EVENT
ChannelCon Vendor Summit, Aug. 1-3, Florida
MORE COMPTIA RESOURCES
Best Practices: Managed Print Standard
Book Live Sessions: 2016 Sprint IT Channel Training Catalog
Training: Quick Start Guide to Cloud Channel Development for Vendors
Research: Security in the IT Channel
 
CALL TO ACTION
Submit Cloud Computing Partner Program Guide
Application Deadline: 8/3

Advertise in CRN Magazine August Issue
Close Deadline: 7/29

Sponsor XChange 2016
San Antonio TX, 8/21-8/23

Post Job Openings on CRN Job Board
 
PARTNER BUZZ
"He gets the channel and understands pay-for-performance and partner alignment which is very important for a channel chief.”
~ Bob Venero, CEO of Holbrook, N.Y.-based solution provider Future Tech, on John Byrne, who has been named the new global channel chief for Dell-EMC.