Lewis Simmonds

Name: Lewis Simmonds

Role: UK channel & MM/SMB director, Hewlett Packard Enterprise

Spirit animal: Horse

Walk-on song: West End Girls (Pet Shop Boys)

How would you summarise HPE's channel philosophy?

HPE is a partner-first company - our partners are at the heart of HPE. Our commitment to our partners is anchored in the very DNA of our company, permeating our entire strategy and endeavours. We have a proven track record of trusted partnerships and consistent partner investment. We're focused on finding new ways to put partners first, offering choice, flexibility, and the opportunity to adapt and grow their business wherever they are on their journey and whether they're in the transactional or transformational mindset.

We're not looking to reduce our core partner base, but we will continue to onboard more XaaS partners

Tell us about HPE's partner programme in 100 words or fewer…

HPE Partner Ready is HPE's industry leading partner programme - it's one of the IT industry's oldest and most respected programmes. We listen to partners' needs, support their business goals and provide a profitable path to business success. We help partners grow their business with HPE's innovative portfolio and through incentives and preferential pricing. We offer extensive training and certifications programmes to enable partners to expand their knowledge, as well as personalised enablement programmes for sales, technical and marketing teams. By being part of HPE's partner ecosystem, partners can access specialists and collaborate with other partners to drive mutual business growth.

How many partners do you work with in the UK?

We have a large partner ecosystem with hybrid, traditional, OEM, service provider and systems integrators. We transact with nearly 1,000 partners per month and have over 800 partners in our partner programmes.

Are you looking either to expand or reduce that? If so, what partner profile does this apply to?

We're not looking to reduce our core partner base, but we will continue to onboard more XaaS partners.

Have you made any major changes to your partner programme recently, or are you about to?

We will be making some exciting announcements regarding HPE Partner Ready on 27 at HPE Discover in Las Vegas.

Describe your perfect partner?

A partner that understands and has the skills to steer their customers through their business challenges, tackling any complexities in modernising business through their digital transformation. Seeing the opportunity that an edge-to-cloud hybrid infrastructure can bring.

In which areas would you most like to see your partners invest over the next 12 months?

I'd Iike to think that partners understand the market opportunity that presents them. The channel has proven it can adapt to market dynamics and growth areas. We're winning in edge and hybrid infrastructure with partners. Partners that continue to support this with their own services capabilities will be ahead with customers and advising at the start of their digital transformational journey.

How do you see vendor channel programmes and channel engagement models evolving over the next few years?

Partner programmes haven't changed much in the last 20 years and being attractive to the business and sellers remains top priority for any vendor. I see vendors providing a shared service offering being attractive to all types of partners.

What are your priorities for the next 12 months?

a. Making sure we're easy to do business with.

b. Continuing to be relevant to partners and customer and provide partners with value and margin.

c. Growing core infrastructure business and our aaS business along with partner base.

Do you feel HPE is doing enough to cater for non-resale partners, including those that sell technology as a managed service, ISVs or agents?

Lots of work has gone into this area in the last 12 months. We're working closely with partners transitioning into Hybrid partners and investing business development funds with MSP and SIs. We're also using funding to support partners with their cost of sale with these funds in selected partners.

Is direct-channel conflict ever an issue in your partner ecosystem, and if so how do you mitigate that?

No. We're a partner first company.

Name one trait you prize highly in partners, and one you deplore?

Unfortunately, we still see some partners wanting to do account mapping. That's outdated

Partners have the ability to adapt and refocus a lot quicker than vendors. On the other hand, unfortunately, we still see some partners wanting to do account mapping. That's outdated. From experience I can say it's much more effective to sit down and use and share data and insights and work out who we should target together with that shared knowledge.

How do you feel HPE's margin proposition stacks up against your peers?

We have a complete programme, with generous front seller margin and an attractive deal registration programme along with a solid backend rebate. And it's not only about the margins alone, as we support our partners through HPEFS offerings to help optimise investment capacity. We're helping partners deal with supply chain constraints through both mainstream (to "standardise" CTO) and flex offers (to "customise" BTO), and are focused on improving partner and customer experience.

If you could wave a magic wand and change one aspect of your channel performance or strategy overnight, what would it be?

I'd like partners and customers to know the real HPE and not the HPE of 20 years ago!