The channel had the wrong perception of PCM when it launched in the UK last year, according to UK MD Donavan Hutchinson.
PCM set up shop in the UK last April and was met with scepticism by some in the channel, who thought the firm was 'just another product reseller' and wouldn't last long in the UK.
However, Hutchinson (pictured) said that little by little, the perception of PCM in the UK channel has started to change, with the VAR proving its focus on solutions and services over shifting tin.
"Our strategy has been, from the outset, to market ourselves as a services VAR with the capability of being able to deliver products across the UK and Europe, so this year is all about how we market the business," he said.
"I think people are now starting to realise what type of organisation we are, rather than just assuming that we're another Misco.
"People had the assumption that 'here is just another reseller coming into the UK market, they're just going to be focusing on product'. We all know that product is a dying breed and more people are focusing on services, solutions and software."
Hutchinson said that PCM's two acquisitions in the UK are proof that the firm is here to stay, with the acquisition of Cisco Gold partner Provista in particular demonstrating PCM's commitment to a solutions-led approach.
The firm also acquired US-based Cisco Gold Partner Epoch Universal earlier this week.
Hutchinson addressed recent rumours concerning redundancies, after multiple sources told CRN that PCM UK had laid off 20 members of staff, which would equate to around 10 per cent of its workforce.
He said that PCM made three redundancies following the acquisition of Provista as a result of role duplication, which he said is common with any acquisition.
PCM has also let go of eight underperforming sales staff, who joined the company when it launched in the UK last year. He stressed that the VAR is continuing to actively recruit and is interviewing a number of candidates at the moment.
"We would never, ever get rid of good salespeople and we've given people longer to perform than most organisations in the industry would," he said. "The people who went were seven or eight months in and started with us at the point that we announced the UK.
"Everything is going exceptionally well and we are continuing to grow, we're continuing to invest in the UK organisation. We've hired a number of other people into the company as well across Provista, Stack and PCM UK."
Hutchinson said that he expects 2018 to be the turning point for the VAR, with many competitors that expected it to quickly fade away from the channel set to be proved wrong.
"We've been a force to be reckoned with in many ways," he said.
"I think people assumed that we wouldn't be here to stay, so we've put a stake in the ground through the two acquisitions which shows that we are, and we're thinking long term about our organisation.
"We are a very different company and we have an amazing culture in the UK; you can ask any of our sales staff or support staff. We all want this to be successful and everyone has worked extremely hard to get to where we need to be."
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