ARROW
The sector is changing quickly, with rapid technological change creating new opportunities. How is this changing the way channel partners support end customers? NM: The channel partner’s role is becoming more strategic. End customers no longer need someone to just supply technology; they also want help adopting it and getting a real return. AI is a good example, as the conversation has moved beyond the technology to readiness, governance, adoption and measurable outcomes, and security is the same. It is a shift from selling a product to guiding a journey, opening the door to deeper advisory, optimisation and lifecycle conversations.
partner holds every skill in-house, particularly in areas moving as fast as AI and security, so we connect them to the people, enablement and resources that turn intent into action. What are the most important factors in helping channel partners turn opportunity into growth? NM: Relationships are critical to converting opportunity into growth. The platform, expertise and enablement all count, but only when there is trust behind them. People still buy from people. When the relationship is genuine, channel partners are far better placed to create lasting value for their end customers.
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The channel partner’s role is becoming
Looking ahead, what role will channel partner development
How does Arrow bring together vendor insight, internal expertise
more strategic. End customers no longer need someone to just supply technology; they also want help adopting it and getting a real return.
play in helping channel partners build stronger, more sustainable businesses? NM: Channel partner development will continue to help them keep pace with change without losing focus. As the Microsoft ecosystem evolves, that means making sure they have the foundations, relationships and support around them to adapt with confidence. n
and enablement to help channel partners build capability in these growth areas? NM: To have those conversations with confidence, channel partners need real capability behind them. Alongside strong vendor relationships, such as Microsoft, we have our own specialists and technical experts who get hands-on. No channel
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