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 were listening to be tob revenueacceleration, a podcast dedicated to helping software executives stay on the cutting edge ofsales and marketing in their industry. Let's get into the show. Hi,welcome to be to be a revene acceleration. My name is audium hip and I'mup today with Tim hot, global VP. Bought knows and audiences aredrove up. How are you doing today's team earlier doing great. Thanks fortaking the time. Well, that's a pleasure and again today I keep onsaying that for every single podcast, waste part because the team is doing agreat job. will be talking about fantastic of fascinating topic, which is theevolving your channel or business in the cloud. Eram but before we go into theconversation team, would you mind introducing yourself, as well as your company, drew? Sure so, my name is Tim, point, part ofthrough the leading the organization and respond for our Global Park. So those partnersare made up of solution reselling and integrators as well as strategical, I warners, and help us ultimately deliver solutions that...

...are morphing customers and their cloud journey. What room it does we provide a platform for data protection and management forthe cloud era. So we're one hundred percent built on top of a WSand and deliver. Are Offering as a service globally interm scalability, providing greatrealmcy and security for a customers data. Right, we think that the datais the number to answer any organization, one of the employees posy, followedby the data. So how customers protect that data and ultimately are able touse that data for information insight? What through is providing to customers together withour sluting channel partners? Well, that sounds fantastic and that's kind of agood link to my first question, because you probably because you use it everyday, you know as well as me the value that the cloud can bringis absolutely huge interim of flexibility in term...

...of in time of costs, intime of efficiency, in term of custophoenership and and and ultimately we see alot of prospect of I've been hearing a lot of lots of end user itkind of being called into moving too much short, too quickly to the cloudsdue to the security element or the security aspect and and potentially the risk ofmoving information to the cloud. But we also know that from a general perspective, it means you change, and I'm in the preparation of this podcast Idid mention to you my personal experience of walking with with Microsoft and at thetime one Microsoft was moving from an on premises to a cloud or trying topush cloud solution, and we saw a lot of presistance in the channel.Obvious prison because young premises model is is was a model that the used tothe level and and change is difficult to operating small business story set all business, but also because of the value of the contract and and probably the bottnersmaking more services on premises or the mystery...

...the problems making more profits delivering onpremises services rather than pushing the cloud. So could you please show his audiencehow you've seen this channel revolution evolving over the last few years moving to thecloud? Yeah, really think it's a great kind of rewinding some history there. And mean, ultimately I think the most important lend is to look throughis in the of the end user and what business outcome are being driven throughthe text back and even text backs, your may be, that is isbeing offered by vendors and opening the channel partner community right those the type ofpartners that we thrive with the most the ones that have the best interests oftheir end users in mind, not leading with what's the best interest of meanschannel, reason or, in my margin, my comfort zone. Right. Sothe beauty about what happens in our industry is that's constantly evolving and there'salways new innovations that allow recently consulting partners...

...to help you uminate those new solutionsor technologies for their customers because they know those customers business and understand the businessoutcomes that the customers trying to drive and then they are delivering the best offeringsto help achieve those goals versus being a vendor reseller. So that's a veryimportant I think deliation between the ecosystems out there in the small and even largeresign community right cloud is just the next step in how customers business is evolvingin the ultimately write the IT operations there to support that function and objective.Absolutely so I guess one of the what I'm hearing from your response size isready to fight that depart now. Should not think about them sin, butthey would think about the guy and use put them sid in the shoes ofg and user and then, obviously I...

...dubbed the clouded embrace the cloud.But if you add any use OL advice for channel part also, it's basicallyat community that you probably meet, must be meeting on a daily basis todrive in the cloud era. What would that be? What would they besure? I think first and foremost is is for that partner is to lookwhat the core value prop is that they offer, and that can be onthe business process, consulting, that can be technology experience ants, and thenconnect the dots around this cloud era and the digital transformation. What youth casesand what workloads are the most ripe for early adaptation and adoption by their customers, because you could be uniquely value lawt and and so if reselling communities isconnecting those dots around where their course skill set is combined to where there's businessoutcomes to the customer, that's where I think good things happened. The partnerultimately is delivering a unique value to that...

...customer. For with you the tradeis and it is in profitability for the value services. Any any true freemarket capitalism story. And so the place that drove operates and I think isinteresting for the post years. Your listeners and certainly those parts of working withtoday is data protection and backup is not a new work right has been aroundfor decades. What is new is the modern relation of customers infrastructure, wheredata reside, the applications and workflow and traditional backup and data protection offerings cannotscale for the cloud era and that's where I think the drewest story is uniquelyvaluable to our partners and, ultily, customers, because for our partners theymay have decades and dozens of staff experience and back up and restore and informationmanagement, but you know, your offer is connecting those dots to the ModernWorld of clouds and that deployment, and...

...so there's a unique bridge we offerto many resellers that are in the market today. That makes perfect sense.I've got to as a question for your on the distribution mode also, asI'm almost to all agents know, there is there is one your model.Well, ven dog can walk directly with resellers and then on angels and usersand there is a Tutia model. What you've got distribution. If I wasto do a bit of a Cliche, but back in the days, whoI would remember distribution being a big Waw. So we'd have pullets of potentary salvosand and fire walls and CD ROMS into boxes and all that sort ofthings. But obviously all that is gone now with the cloud. So whatwell do you see the the role of the distributor I evolving in the cloudera? So you have really interesting topic that is being shape literally as wespeakers. Is A DISPU in the staff getting cloudier and you what we findis some of the core principles that have...

...made discucingiable of vendors like through versestill remain intact. Right. It may not be the warehouse in the supplyartistics, as you mentioned, a traditional and premi hardware, but the axisin the bailability, the trusted network, a distitution has weird re selling partnersand consulting partners that are vendor in the cloud here says may not have Yis one of the greatest, I think, assets and intellectual property, if youwill, that distribution has off okay, and from an end use of standpoints, I'm just like a going a little bit of wrong from the reasonI know that these free, but from an end use or standpoint, yousee anything else that is brooking and us off from really moving to the cloudsbecause, again, we know the benefits, the benefits of messive. You don'tneed to have a self room. You don't have the Eddech of runningover that and and that's fantastic. If you can also sway the blue usor use a platform of the nature, it benef if it's a great nowwe still see people, we still see...

...the move is progressing, it's growing, but you see, or do you about anything? Stills not stopping butrefraining and use of from fully embracing the kind of actually putting or dine futuretrying the cloud. I think a lot of it is oriented around things init's even things, things often uncomfortable for us, are right and maybe youknow less than right reasons. So I think operational we has play one ofthe biggest thought process you that any users are going how they transform and leverageclouds, what workloads make sense and why right. And then you know,there's the people's side of as well, the operators one right, but thenthe management and executive team is if there's a way to dramatically lower costs right, increase the experience and the value of the service and maybe reprovision the humancapital onto more value knowledge worker efforts in...

...the IP organization versus maybe running somemore month in tasks. That's brilliant. So I think modern modernization like thecloud is providing for certain workloads and data protection being examples. And so it'sreally, I think, organizations standing their own business, their own operating procedures, their own people in talents and skills, and that's a you know, certainlyan area that a lot of our reselling consulting corners are highly engaged withbeing those consultants and helping and users see the force, the trees and thatin that metaphor that says Christ thanks for showing that. That's what shot.That good for you. is been coming back to shut no businesses evolving inthe cloud era. Could you pre show his Algin some six stories that you'veseen for your carrier where you waitness that shift walking out very successfully? SoI think you know, there's been a number of I think major and inmy time in the IT market right at...

...a moving from main family client server, moving from physical servers the virtualized servers, moving spinning disc arrays into off lastrays, and I think cloud is another major market movement and I'll goback to where I began. I think you know, the major successes fromthe channel community come when its partners are constantly innovating themselves and the same thecore DNA of what they bring from a business value and with their technical competence. You and Johns are, and then looking around where there's places them tohelp modernize for their customers but also their own operation. And so you're beingbeing thoughtful and adaptive. Is Super Important to all of this, because justbecause it's the what we've done for the past years doesn't mean it's the rightsame. Now, you think about the move physical service to virtualized service,or that was there was a great fear and paranoia on many way of thereseller community that hey, this is going...

...to greatly reduce my possibility, myrevenue flow, because allows the customers to do more with the same asset,which ultimately and actually was quite different, and freed up the ton of newcapital investment from T to go drive this virtualization and virtual bastion and spun offnumber of other ant Hilaria, you text acts and services off that these channelconsulting partners ultimately had sustained long term profitability as a result of that so lookingat cloud as another one of these tectonic plates kind of shifting. And thenwhere are the spots for the partners to work with? Is is how wesee the most innovative and, ultimately, I think, the most successful partnersin our community showcasing that kind of behavior. I that's on. saw that well. Thanks for that. Tim At this age of the poodcast, whatwas as the seven question and we have lots of all adience who get intouch with geest, who post to the...

...conversation. Is Up to have achat with you, an ast you of Smal question or potentially to speak aboutyour company, drew. Now, drew, I could day them to accelerate orseq the journey to the clouds. So what's the best way to getin touch with your team? If any of our listener wants to, wantsto to carry on the conversation with you, I appreciate that. It has certainlysomething we would would love to entertain. I mean the space for in here'sa fifty billion dollars orus one market. Over, the pundits, the analystsand, most importantly, the customers are telling us that amount of thirdof that market is ripe and ready by two thousand and twenty to be pointcloud made of the protection and management operation. That's right our sweet spot. Sowe are actively seeking the right type of partners to, I think,display and demonstrate some of the attitude side mentioned around, you know, thinkingfor the customer first, being consultative, which we'd love to engage there.The best way to them, for them to reach out, is probably justthrough an alias that will get to myself my team globally, who can thenrespond pretty quickly. That email is simply...

...partners thertn rs, truecom, druvA, partners of Ducom, is the best way for somebody that shows interestand follow up promptly from there. What team? Many things. Once again, eat was up, soucy Fundesta Tros, you on the show today. Thankyou. Mail people, Clu. Thank you. operatics has redefined themeaning of revenue generation for technology companies worldwide. While the traditional concepts of building andmanaging inside sales teams inhouse has existed for many years, companies are strugglingwith a lack of focus, agility and scale required in today's fast and complexworld of enterprise technology sales. See How operatics can help your company accelerate pipelineat operatics dotnet. You've been listening to be tob revenue acceleration. To ensurethat you never miss an episode, subscribe to the show in your favorite podcastplayer. Thank you so much for listening.

Until next time.

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