EXERTIS ENTERPRISE
CONTINUED
As technology becomes more complex – particularly with AI and multi-layered IT infrastructure – the need for distributors that offer more than just fulfilment is growing. Our role is evolving to deliver that added value, guiding MSPs and resellers through complexity and helping them win with complete solutions.
How is AI affecting what Exertis Enterprise does, and how can
MSPs and the wider channel embrace it? JC: AI still relies on core infrastructure – servers (now increasingly GPU-based), high-speed storage, and ultra-low latency networking. While these are familiar technologies, the stack around them is evolving rapidly. To help MSPs and the channel succeed, we provide not just hardware but insight into the AI software stacks, frameworks and ecosystems that make AI usable. In some cases, that means forming strategic alliances with AI solutions partners. Our approach is to bridge infrastructure with capability – helping partners and customers turn AI ambition into tangible results.
needing to defend against AI-driven threats. We’re positioning ourselves as a value-added partner that can deliver components and the end-to-end solutions that support innovation.
How is Exertis Enterprise innovating to stay ahead of
the competition? JC: We’ve always been an outcomes- driven distributor, focused on solving real business problems with real technical expertise. To build on this, we’re investing in specialisation across Europe – not just selling a broad portfolio, but dedicating people to solutions, components, networking, infrastructure and security. To support this, we’re launching a sales enablement programme across our European teams. Every commercial and sales professional is being trained in a consultative, value-led approach. It’s about enhancing the customer experience and truly differentiating ourselves from traditional distribution models.
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As technology becomes more complex —
particularly with AI and multi-layered IT infrastructure — the need for distributors that offer more than just fulfilment is growing.
What are your plans for Exertis Enterprise for the rest of
2025 and into 2026? JC: We’re shifting from being a UK- centric organisation to a pan-European leader. In 2025, we’re piloting this evolution in the Netherlands, establishing independent, specialist teams across solutions, components, cybersecurity and networking – supported by technical and commercial management. The goal is to build self-sufficient, knowledge-led teams that can scale and replicate across other regions. If the model proves successful in the Netherlands, we’ll expand it across Europe – and potentially beyond – to drive growth, gain market share and stay ahead in a rapidly changing landscape. n
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A big theme from this year’s Summit was solution selling.
Do you think the role of the distributor is changing, and how is Exertis Enterprise positioning itself to lead the way? JC: Distribution is polarising. On one side, you have efficiency-led distributors that focus on high-volume, transactional business. On the other, you have value- added distributors like us, who use expertise to deliver incremental value.
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