Changing Channels

When it comes to economic issues, all eyes tend to point at Wall Street and the large corporations traded in the stock exchanges. But it’s entrepreneurs that create innovations, jobs and wealth – particularly in the technology industry. Matt Nachtrab, the new CEO of eFolder, is a certified serial entrepreneur. He joins 2112 to talk about embracing and committing to the entrepreneur spirit rather than taking another job in a big, bureaucratic corporation. 

The market is not good for retail. Thousands of retail stores are shuttering as consumers shift spending to online marketplaces. And it’s not just consumers going online; more than 30 percent of all B2B transactions are through marketplaces. Savvy retailers are adjusting their business models to meet the new market realities. Office Depot’s Janet Schijns joins POD2112 to talk about the changing market landscape and how smart retailers are evolving to remain competitive and relevant.  

Community is a word we often hear around the channel. Solution providers think of themselves as part of a large family. Channel events are like high school reunions and family gatherings as much as they’re learning and education venues. Through communities, vendors and partners form networks of collaborators and confidants. They gain access to resources, opportunities, and markets. And, most of all, they learn from the best – and sometimes, the worst – of their peers. SolarWinds director of community, Dave Sobel, shares insights on the importance of communities, how to build them and what vendors can get from networking their partners.

In many vendor channel organizations, sales and marketing are often treated as separate and distinct functions. Channel Maven CEO Heather K. Margolis and 2112’s Larry Walsh talk about how sales and marketing need deep collaboration to create value propositions, generate customer demand and drive channel sales.

Barracuda MSP, the managed services division of Barracuda Networks, and The 2112 Group teamed up to measure the State of Managed Services in North America and Europe. This extensive study finds managed services is pervasive in the channel, yet most partners aren’t taking full advantage of the recurring revenue model. Barracuda MSP general manager Brian Babineau joins Pod2112 to discuss trends in managed services and tips for unlocking the business model’s potential.

Cloud computing, mobility, Big Data and automation are powerful and disruptive trends, but they all are dependent on one thing: networks. Without data and voice networks, cloud computing and mobility are practical impossibilities. Comcast Business’s Craig Schlagbaum talks about the power of networks and how carriers and cable companies are providing the foundation for technology and services innovation in the digital economy.

The technology market is in a constant state of flux. Vendors, partners and customers are coping with the pressure of six major transformative technology trends simultaneously. Moreover, these trends are reshaping business and sales model. The challenge is adapting to new market conditions and capitalizing on new opportunities before rivals and the onset of commoditization. Tarkan Maner, CEO and chairman of Nexenta, knows a thing or two about staying ahead of disruption. His company is moving beyond flash storage to software-defined storage and software-defined infrastructure. Staying ahead of disruption requires constant what-if questioning, through which Maner sees limitless opportunities.

When vendors talk about “partners,” they typically mean solution provides, value-added resellers, systems integrators or some other technology-focused product reseller. Nowadays, technology is creeping into verticals, turning accountants, health care providers, consumer product manufacturers, and civil engineers into technology vendor partners. They’re part of a new class of specialized partners. Taylor Macdonald, senior vice president of channel sales at Intacct, a cloud-based ERP and accounting software vendor, knows a lot about specialized partners, and he shares his insights of finding, working with and rewarding nontraditional partners.

Marketing isn’t just advertising, it’s the art of conveying a message that resonates with the target audience and convincing buyers to separate dollars from their wallets. One of the more effective ways of conveying marketing messages and building brand affinity is humor. Whether it’s a video depicting what a conference call looks like in real life or six-inch lizard selling us auto insurance, humor captures our attention because it’s entertaining, easy to recall and relatable. Michael Parker, the CMO of Internet of Things security startup Armis and star of the YouTube hit “Deadpool Musical - Beauty and the Beast ‘Gaston’ Parody,” joins Pod2112 to talk about effective use of humor in tech marketing.

The days of selling technology on features are over. Customers – particularly Millennials – want a superior experience with their technology; they want to enjoy their technology tools and use them to produce greater value. The goal of technology vendors is delighting customers and keeping them in a euphoric state through the product use lifecycle. Kevin Gilroy, executive vice president of Samsung Electronics, knows a thing or two about building the right solutions for their market, simplifying complex systems and delighting customers to keep them engaged. Gilroy shares his insights and approaches to delighting customers.