Ashby Lincoln, President of Verinext, with 35 years of IT industry experience, shares how honesty and technical expertise have been the foundation of his channel business for over two decades in this podcast: Building Trust Through Consultative Partnerships.
Topics discussed:
• Building successful channel business partnerships requires bringing value to both customers and OEMs
• The Verinext approach focuses on truth-telling (“veri” = truth in Latin) and understanding customer needs before recommending solutions
• Channel ecosystem will transform through AI from transactional to business outcome-driven experiences
• The market will double in the next five years with a greater focus on marketplaces, cloud, and as-a-service models
• Effective OEM partners provide simple channel programs, field sales support, relationship-building approach, and backend incentives
• Constantly reinventing yourself is essential to staying relevant in the channel and your partnerships
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