Okta's new RVP of partners and alliances on the state of the market: 'We're at a crossroads'

Recently appointed James Bradley talks about an exciting time for partners and the importance of growing with them

James Bradley, the freshly appointed RVP of partners and alliances at identity solutions provider Okta, believes the market is at a crossroads and a shift is needed.

"This is what makes it exciting to be in a partner role right now. We're in a world where the market is pretty tough, where financing and money is more expensive, he told CRN in his first week on the job.

Bradley brings more than 15 years of experience in the tech and partner space, working with companies such as Dynatrace, Covisint, and most recently, Cisco AppDynamics.

"The way that we've grown in the past is not so feasible anymore.

"Now there's a huge focus on efficiency. And it feels like we're at a point where you can do partner-led growth more accurately."

In Bradley's opinion, Okta and vendors alike need to embrace this shift, which is a challenge in itself.

"The world was very focused on traditional retail for a long time, but traditional distribution is evolving now.

"Distributors are evolving into value-added distributors. Some of our distributors have acquired service partners so that they can add value in the region.

"Same with the resellers. There's so much more focus now on services and profitability."

He explains that embracing these changes to build a mode that surrounds the customers and protects them, while giving them access to right information will be a key challenge for Okta moving forward.

Bradley expresses his excitement to lead the EMEA partner team: "Identity underpins every major transformation that every customer is going through, and Okta is at the centre of this.

"From big customers to small customers, private sector to public sector, I believe we are at the edge of something huge, and our partners will spearhead this transformation."

Bill Hustad, SVP of partner and alliances at Okta adds: "Identity is an $80m addressable market, and our partners will help us realise Okta's potential."