New, Changing Partner Programs: AWS, Tech Data, Avaya, Verizon

Vendors and distributors thanked partners for their efforts in 2020 and geared up for 2021.

James Anderson, Senior News Editor

January 11, 2021

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Many partners may have some roots in the broad scope of expertise necessary to seize the IoT opportunity — it’s probably not enough. Partners must understand the scope, specialization and depth IoT requires for the use cases headed their way. Forrester’s McBain outlines three key takeaways. 1. Analyze your own capabilities, capacity and will to change. 2. Focus marketing, sales and partner approach to the new business buyer. 3. Become more hyperspecialized, build intellectual property (IP) and your brand.Shutterstock

Channel partners in IT and telecom are enjoying new benefits and opportunities.

Several vendors and distributors announced changes to to their programs as 2020 came to a close. Many of them, like AWS, thanked partners for driving significant growth in a harsh business landscape.

In many instances, the changes included new avenues to revenue. For example, D&H Distributing is helping its partners deliver more professional services, and Tech Data is equipping its partners with an AWS program. Some companies, such as Alteryx, are increasing the size of their field team in order to better support channel partners.

We also covered the telecom channel. Wireless giant Verizon brought its various partner programs together in a historic consolidation. Verizon and Avaya both named high-profile channel leaders last month.

Check out our slideshow above to see the latest updates in the IT/telecom channel.

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About the Author

James Anderson

James Anderson

Senior News Editor, Channel Futures

James Anderson is a senior news editor for Channel Futures. He interned with Informa while working toward his degree in journalism from Arizona State University, then joined the company after graduating. He writes about SD-WAN, telecom and cablecos, technology services distributors and carriers. He has served as a moderator for multiple panels at Channel Partners events.

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