Day of reckoning at October channel conference

Last year's RLF is being replaced with a Channel Conference in Towcester

Last year's Reseller Leadership Forum (RLF) is to be superseded in October by a one-day Channel Conference based on developing and fostering direct involvement from the entire channel community.

According to CRN editor Sara Yirrell, last year’s inaugural RLF was a success
but needed deeper engagement with VARs around issues that directly affected their business.

“To encourage that engagement, we were inspired to produce our first great Channel Debate online. We were heartened by the response from the diverse channel community to that initiative and will now take those perspectives and ideas to the next level,” she said.

“Ideas and opinions are one thing; the point is to give the channel a chance to develop them further, build a consensus and, hopefully, a plan of action that generates VAR profit and success.”

Ideas and knowledge need to be exchanged; if it is all about vendors and distributors telling the channel what to do, opportunities will be lost.

The first four Channel Debate questions covered the pressing issues around recovery, restructuring, collaboration and partnerships.

Survive and thrive
We asked how the recession has been changing the channel, and what steps VARs must take to survive and thrive. We queried how the channel must adapt to reflect the changing nature of the IT business, and whether resellers and vendors share the same goals and can work together better.

And, fourth, we asked how vendors could evolve their partner programmes to meet shared challenges.

The final question was whether there is a lack of trust in the channel and what actions might foster greater relationship transparency. Thus far, the online debate has garnered numerous written and video responses.

Adam Cathcart, head of channel development at Outsourcery, was first out of the gate with his comment.

“Communication channels must remain open on both sides for things to run smoothly,” he said. “Everyone needs to know what is and is not working.

“If things aren’t kept open, one side will assume the other has something to hide, breeding suspicion and paranoia.”

Adam Davidson, corporate vice president for sales and marketing at Expand Networks, says tough times make effective collaboration more important than ever. “Ultimately, trust is earned,” said Davidson.

Bob Dalton, managing director at Intact Integrated Services, says trust has always been an issue in the channel.

“It’s never a surprise when you open CRN and read stories about ‘channel conflict’ or resellers complaining about vendors going direct ­ that is just the way it is,” he said.

“As ever, it comes down to the people involved. Reputations and trust are based on direct personal contact and transparency across the whole channel, and there are no short cuts.”

Olly Carter, channel director at Proofpoint, said: “Resellers [are] competing for the best deal from the market, coupled with end users trying to play one vendor off against another.

"End users can create mistrust in the channel by pushing resellers too hard for deals. They need to understand that the purchasing department would not be doing its job correctly if the best price were not already available.”

Relationship improvement
Executive relationships need to improve, according to Demuto director Antony Young, who runs an independent channel consultancy working on channel growth plans.

“Eighty per cent of the people we interview are cautious about what goes into our report, even though we are under NDA not to disclose it to the vendor. There is still a lot of mistrust about customer data and organisational issues finding their way to the vendor,” said Young.

Not all agree. Some indicated that trust has improved. Simon Bond, director at Cyan Solutions, says trust has developed alongside the push into services, which requires closer relationships.

“Many smaller businesses are getting into IT services. And because of that, because of now, a lot of these bigger brands really want resellers and partners to concentrate on selling their products, but also on their customer services to B2B,” said Bond.

You can read answers to all the questions at http://debate.channelweb.co.uk.

Last year, Computacenter chief executive Mike Norris heralded a tough year to come in the RLF opening keynote. “2009 is going to be tough. I think 2008 is a good year.
I am expecting it to get worse in 2009, particularly for the IT market. I hope I am wrong,” he told delegates.

Of course, it would seem one year later that Norris has been vindicated. This year has been tough ­ although there are growing signs the worst may be over. At RLF, Siceo managing director Ian French ­ -- back chairing this year’s Channel Conference -- ­ noted that there is always strength in numbers.

“If we get together at an event like this, we can discuss relevant issues. I think
the current climate requires us to talk more openly,” he said.

With the aim of getting everyone talking, a star-studded line-up of sponsors has helped to put together this year’s event, which will be free for resellers to attend.

One of the Platinum Sponsors is Avnet Technology Solutions.

Linda Patterson, marketing director at Avnet, says such events help to identify
future opportunities.

“An event such as this allows us to take debate to the next level,” she said. “It promotes stronger collaboration, not just between business partners or vendors and resellers, but vendors and other vendors.”

Cathi Low, director of the value business at event sponsor Ingram Micro, says it looks forward to engaging with channel players at the Channel Conference.

“We recognise that this has been an important year for the channel,” said Low. “Ingram will be launching its ‘Wonders of Windows 7’ campaign with key partners.”

Ian Kilpatrick, chairman of sponsor Wick Hill Group, said: “The Channel Conference is a unique opportunity for the channel to meet and discuss the relevant issues affecting the market today.”

Plush surrounds
The CRN Channel Conference will be held on Tuesday 13 October in Whittlebury Hall, Towcester, Northants. Conference chair and Siceo chief Ian French will open the event at 9am, after which discussion will begin on the five Channel Debate issues.

Delegates will be treated to an audience with Sir Peter Rigby, chief executive of SCH. Sir Peter will offer his insight on the prospects for entrepreneurialism in the UK.

Intel UK and Ireland managing director Graham Palmer will speak on emerging technologies in an increasingly environmentally conscious world.

Intel is holding its own partner conference back to back with CRN’s at Whittlebury Hall. Delegates may attend both events at no additional cost.

Chrissie Harrison, UK and Ireland channel manager at Intel, said: “Due to the sheer pace of change taking place in today’s channel environment, it is always ideal for resellers, vendors and distributors to meet face to face, discuss trends and exchange the latest best practice in a strategically focused and business friendly environment.

“This is an ideal opportunity to mix audiences and share insights with partners at both events.”

At the Channel Conference, a series of interactive keynote sessions will offer delegates the chance to select from a menu of sessions where the audience will be
encouraged to question the speakers.

Lunch will be followed by an exciting talk by a leading European economist ­ Douglas McWilliams, chief executive of the Centre for Economic and Business Research.

McWilliams will highlight what he sees as the key developments in the political, financial and global landscape for 2010 and how they are likely to affect the IT channel.

After a break, a talk on distribution and its value will be followed by a panel debate on how to get ready today to lead the charge tomorrow. A drinks reception will round off the day.

For further information or to register for your free place, email Lucy Tarbard at lucy.tarbard@incisivemedia.com or teleph one 020 7316 9158.