B2B Revenue Acceleration
B2B Revenue Acceleration

Episode · 2 years ago

49: 5 Keys to Evolving Your Channel Business in the Cloud Era w/ Timm Hoyt

ABOUT THIS EPISODE

Cloud may be a dream for developers & vendors. But for resellers, distributors, and customers, it can often represents unwanted change.

How can vendors of cloud products and services, and their channel partners, maximize their offerings and profitability in the cloud era?

That’s what we asked Timm Hoyt, VP of Global Partner Sales & Alliances at Druva.

On this episode we discuss cloud vendors, channel partners, margin models, overcoming change resistance, end-user experience, and more.

You Ere listening to be to be revenue.Acceleration, podcast, dedicated helping software executives stay on thecutting edge of sales and marketing in their industry. Let's get into the show, I welcome to be to be a roveoacceleration. My name is Oliam wichip and Amer. Today, with Tamhot Grobal, VPpartners and aliances are drovup. How are you doing trating early doing greatthanks for taking the time? Wel? That's a pleasure and again today I keep onsaying that for every single podcast base Poe, because the team is doing agreat job, well be talking about fantastic, a fascinating topic, whichis the evolving your channel business in the crowdirom. But before we go intothe conversation Te, would you mand introducing yourself as well as yourcompany, Tru sure, so my names Tim pit, I an part of through by leading theorganization, Respo or Gooble Pareiso. Those partners are made up of solution,reselling and illigrators, as well as...

...strategical Lien iters. It help usultimately deliver o solutions that morphing Yo owcustomers and their cloud charting. What Ruba does we provide a platformfor data protection and management for the cloud era, so we're one hundredpercent built on top of the AWS and deliver or offering as a serviceglowbalief e itinfinente scaleability, providing great rel, rejilancy andsecurity for O R customers data right? We think that you know data is thenumber to assette organizations on the employees Pasele followed by the data,so how customers protect that data and ultimately are able to use that datafor information. Insights is what Truei providing to our customers, togetherwith our sluthan channel Parners, wet that some fontastic an and that's kindof a good link O to my first question, because you probably because U ou oevery day, you know as well as me. The value hat the cloud can bring isabsolutely huge. Interm of flexibility...

...in term of interm of cost interm ofefficiency in term of Yo k, W custophonolship and and uutimately. Wesee a lot of prospectuv Ive Beena ring a lot of a lot of and user Akind ofbeing call into moving too much of too quickly to the cloud due to thesecurity element or the secret. He aspectan and potentially do the risk ofmoving information to the cloud. But we also know that, from a generalperspective, it means you change and I'm in the preparation of this podcast.I did mention to you my personal expirence of wolking. With with withMicrosoft, then at the time wor Microsoft was moving from anonpremithees to a cloud or traing to push cloud solution, and we saw a lotof resistance in the channel forthis reason because Youn promise his modelis was a model that they used to deriver and chaengs difficult tooperate in Smore, business or resoral business, but also because of the valueof the contract and and probably the...

...pardners making more services onpremises or the mitery, the Botas, making more profits delivering onpremises services rather than you Kn, w pushing the cloud. So L, you pleaseshow with Augience Ow YOUV SEN is channel revolution evolving over thelast fewyears moving to the cloud yeah eally. I think it's a great kind ofRewindin some history there and mean. Ultimately, I think the most importantlandis to look through is in the of the user and what business outcome arebeing driven through the textack and een textback Ayor may be. That is, isbeing offered by vendors and ulternatee channel Partermary riht, those the typeof partners that we thrive with the most the ones that have the bestinterests of their end users in mind not leading with. What's the bestinterest of me, earn hthe, beut bout, what happens inour industry s? That's constantly...

...evolving and there's always newitovation that allow recently consulting partners to help illuminatethose new solutions ortechnologies for their customers, because they knowthose customers business. A. I understand that thees is outcomes thatthe customers trying to tdhrive and then they are delivering ithe bestofferings down Bu Che Os, Gos perses being a vender reseller. So that's avery important, I think, dniation between the ecosystem outthere in the small and even large recent ncommurity right cloud is justthe next step in how customers business is evolving in the an openately I t,the IT operations is there to support that function and objective absolutelyso so I guess one of the. What e' mering from your response is Reallefact that the partner should not think about Temson, but they yould thinkabout theiinus put themselves in their shoes of the an usal and then obviouslyadop the cloudn embrace the cloud. But...

...if you had any ofthel advice forgeneral parter, SOS basically at community that you probably meet, mustbe meeting on daity basis to crive in the cloudy Aro. What would that be? Orwhat would they be sure? Yeah, I think first and foremost, is for H. Partneris a look at what the CO value prop is that they offer, and that can be onbusiness process, consulting that can be technology experience and thenconnect the dots around this cloudier digital transormation. What youthcasesand what workloads are the most ripe for early adaptation and adoption bytheir customers, because Becaul, uniquely viue Etca, and so if resellingcommunities is connecting those dots around where their corse skill set iscombine to where you know, there's business outcomes to the customer.That's where I think good things happened.

The partner ultimately is deliveringanique value to that customer or with you know, the trade is and isimpossibility for the evalue services, any any true, premarket capitalism, astory and so t the place that driva operates, and, I think, is interestingfor possibly your listeners. An certainly those paers of working withtoday is data. Protection of backup is not a new ork right, AAs been aroundfor decades ot. What is new is the modern relation of Yo ow customers,infrastructure, where data reside, the applications and work and traditionalbackup die protection. Offerings cannot scale for the cloud era and that'swhere I think the Drulis storiis uniquely valuable to our partners andutly customers, because for ar partners they may have decades and dozens ofstaff experience and backup and restore and information management. But youknow or offer is connecting those dots...

...to the Modern World of cloud and thatdeployment, and so that is a unique bridge. We offer to get many resellersthat are in the market today. That makes peffect sense. I've got NOAquestion for you on the distribution wit, also er ommost afologance. Nowthere is, there is onceo model, wo vendor and work directly with Reselosand en onages and usels, and there is a twitcher moe. wher you've gotdistribution on top. If I was to do a bit of a Clisia, but back in the days.I would remember this tribution being a big house Bor. We ould have palets ofpotentary, sevals and and fire warls and Sityo Roms into boxes and all thatsort of things, but obviously all that is gon now with Mr Cloud. So what welldo you see the rule of the ditributer evolving in the Cladera Oo at a reallyinteresting topic, that in being shit literally as we SPEAKA is Tin Oudand? What what we find is someof the core principles that have made...

...this Pucin Tible, O venders, likedrover, still remaining tat right. It may not be the werehouse in Tesupplilogistics AF, you mentioned, of t e traditional on form your hardware,but the access inte dilability that trusted network at iituation has wereyou o reselling partners and consulting partners that a vender in thecloudiersas may not have is one of the greatest think assets and anintellectual property. If you will that Distribution Haris to oand from anenduse of Sten points, and I'm just like a going a Ritte Getawron from thethe reason know that is prey but from an enges ofstandpoint you s, anythingis thatis broking and USOR from freey moving to the cloud, because again weknow the benefits, the benefits of ommessive. You don't need to have aself room. You don't have the Dach of running Oll, that and as fantastic ifyou can also stway the Bu. So when Ye as a platform of Thet Patur, it be it'sa great now we still see people Wi, we...

...tisee. The move is progressing. It'sgrowing, but Y D, You about anything, seems notstopping but refraining and us of from Uy em bracing, the ciactriputing orDoin froms or trying the cloud. I think a lot of it is Orientar Round Tanihtheres, Uman beings change, often uncomfortable for esor right, and maybeyou know lessright reasons. So I think Operation Aeeris Pan one of the biggestthougt trocess you that end users are going through how they o know Tanformand leverage cloud. What wor clothes make sense and why right and then youknow, there's the the people side of as well the operator Firsbea one right,but then the management I resective team, if there's a way to knowdramatically lower costs, right, increase the the experience and thevalue of the service and maybe reprovision the human capital, an tomore valued knowledge worker at fersn.

The it organization versus may berunning some more muntane tasks. That's the brilliance of I think moernation like cloud is providing forcertain O dotectioneampe and so its really. I thinkorganizationsundestanding their own business, their own operating procedures, their ownpeople, righting talents and skills, and that's a you know, setup, certainlyan area that a lot of r reselling consulting quarters are highly engagedwith being those consultants and helping and users seive in the forcethrough trees and that that Meior, that's that's great m. thanks forshowing that the let's quo shot I've got for. You is, and coming back tochannel businessis evolving in the Gladera. Could you pray shor withaudience o some sixte stories that you've seen Throrg your career, whereyou witness tha shift walking out very successfully? So I think you know,there's been a number of. I think major...

...man Jist Senin mytime, an the IT marketright. It's yea, moving from Mainframy climt server from physical servers orvirtual ife servers, werbeing w spinning disarage into you, know offlasties, and I think cloud is another major. You know market movements andOgen back to where I began. I think the major successis from a channelcommunity come when S. partners are constantly innovating themselves, anthe're saying the COR DNA and what they bring from a business value and withtheir technical cofidence, an chops are and then looking around, where there'splaces themo help modernize for their customers, so thei own operations andso you're being being thoughtful and adaptit is super important to all this,because, just because of what we've done for youknow, the past yeurs doesn't mean it's the right same now. You tink bout. Youknow the move finsial service to virtualize Cirvisr, that was there is agreat fear in Paranoian many Wa, the...

...reseller community, that hey this isgoing to greatly reduce my possibility. My reverue so because allows thetustomers to do more with the same asset which ultimately, it actually wasquite different. In freed up a ton of new capital investment to yt to godrive this virtualization and virtal Bason is ponos in dumper, F, otherancelery, you ow text, acks and services off that these channelconsulting partners ultimate had you know, Sustaine long term o possibilityas a result of that. So looking at cloud and another one of these tectanicplates kind of shifting- and then where are the spots for the parters to workwith is, is how we see the most innovative and, ultimately, I think,most successful parters in our Communityou knsocasing that Kinofbeavior yeah. I that on' saw that t thanks for that team at the sage of thepodcast wor weather the same question and we have lots of Odience wo get intouch with Geth...

Pusso. The conversation is up to have acharch with you, an as you AE s more questionor or potentially to speakabout your company Drovand, our driver could e them to accelerate Osac thejouny to the cloud. So what's the best way to get in touch with you TM, if anyour fo listener wants to want to to carry on that conversation with you, Wiappreciate that Hav, certainly something we would love to entertain. Imean the space. Frien was a fifty billion dollar Orasom did over thePUNDENCE, the annalyst e. most importantly, the customers are tellingus that amount of third of that market is right, been ready by two thousandand twenty to be depoying cloud mate of I protection and Management Operaton,that's right, our sweet spot, so we are actively seeking you ow, the right typeof partners who think display and demonstrate SOMON. The attributes IDmentioned around. You know thinking for the customer firt right beingconsultative, which woe love to engagether. The best way to them.Sorting to reach out is probably just through an alias Thatil, get to myselfin my team globally. Who can then...

...respond pretty quickly n that email issimply partners, Dar tners, truthcom, Dru, va partners, O Ducom is the bestway for somebody to showsome interest in follow? U Probeli from there. Weteam many things. Once again, IAT was absoutely, Fon Te Tictoor Jonde shortoday. Thank you, Milpopl Co. Thank you. operatics has redefined the meaning ofrevenue generation for technology companies worldwide, while thetraditional concepts of building and managing inside sales teams in househas existed for many years. Companies are struggling with the lack of focus,agility and scale required in today's fast and complex world of enterprisetechnology sales SEO operatics can help your company accelerate pipeline atoperatics dot net you've been listening to B, to be revinue acceleration toensure that you never miss an episode subscribe to the show in your favoritepodcast player. Thank you so much for...

...listening until next time.

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