AMD
resilience without adding complexity. And our approach is simple: say it, then do it.”
to help partners improve margin profiles – by bringing in technology that’s more profitable and easier to work with and supporting them to package it as services. “We execute and we do what we say. We’re putting more people on the ground, streamlining engagement and keeping our message steady – margin and growth, that’s what partners care about.” Anjana adds that team and consistency are key to AMD’s strategy in the channel to ensure that they are best placed to capitalise on the opportunities in the market. “We’re expanding dedicated partner coverage, adding more data centre and cloud specialists and investing in distribution to broaden access to AMD products,” she says. “We’re also keeping our messaging steady and equipping partners with the tools they need to tell our story confidently.” Future This all ties in with Anjana’s ambitions for AMD. “I want AMD to become the most trusted and consistent partner in the channel,” she says. “That means showing up with clarity, delivering with precision, and building with purpose – together with our partners.” With these plans in place, Anjana is looking to the future with confidence. “We’re proud of our roadmap and our track record of delivering on it,” she says. “Rather than pre-empt announcements, my priority is turning that roadmap into repeatable plays for the channel – reference stacks, enablement and incentives that help partners translate launches into predictable revenue,” she says. “There’s a real sense of momentum in the channel around AMD right now. Especially with AI, it’s no longer just about reselling a box – it’s about building solutions. That’s where partners can create durable margin. My focus is on helping our channel partners do exactly that; elevate our joint presence and accelerate our joint impact.” n
Engaging the channel But while AMD works closely with OEMs, it also works closely with the channel – and will continue to do so. “The channel is central to our strategy, especially in server and AI PC,” says Anjana. “To meet customers where they are, we need partners who can design, integrate and support solutions. We’re also working to shift perceptions: from AMD as ‘client- first’ to a broader story that includes server and moving to an outcome-based approach vs a technology based one.”
AI is reshaping how products are built and how partners sell... ...In the channel, AI isn’t a SKU – it’s a solution. “ ”
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To this end, AMD has launched a Partner Advisory Board in EMEA. “This will bring together CEOs of our most strategic partners to help shape the market,” explains Anjana. “Alongside that, we’re driving executive alignment, consistent enablement and incentives that reward solution selling.” This goes alongside AMD’s Partner Program. “The AMD Partner Program has been set up to better support partners with co-marketing, demand generation and enablement,” explains Anjana. “This strategic move is designed to deepen relationships with distributors, OEMs and solution providers across SMB and enterprise segments.” The channel will continue to be central to AMD’s growth in the coming years. “Server and AI-enabled clients will be a big driver of growth in the years to come,” says Anjana. “What’s making headlines today will soon be felt in the channel. Our role is
We’re expanding dedicated partner coverage, adding more data centre and cloud specialists and investing in distribution to broaden access to AMD products.
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