Holly Anschutz

Name: Holly Anschutz

Role: Head of channel, UK&I, Extreme Networks

Spirit animal: Cheetah

Walk-on song: Don't You Worry Child

How would you summarise Extreme Networks' channel philosophy?

Channel first - to be blunt. Our channel partners are incredibly important to our business not just in the UK, but globally. By taking the time to listen to our partners' goals and concerns, we have developed truly unique and genuine relationship with them. At the core, our partnerships` are centred around a shared vision of leveraging our joint solutions to enable positive change for our customers and communities.

We are currently working on new elements to our partner programme, so we're keeping those hush for the moment and will be announced at our Global Extreme Partner Conference to take place on August 1- 4 in Boston - stay tuned!

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

We are currently working on new elements to our partner programme, so we're keeping those hush for the moment and will be announced at our Global Extreme Partner Conference to take place on August 1- 4 in Boston - stay tuned!

How many partners do you work with in the UK?

We have over 600 registered partners at Extreme Networks, and around 120 of those trade quarterly.

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

We are looking to expand the number of trading partners quarterly across our authorised base.

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

We already have a market-leading partner programme with a high level of satisfaction but we're always looking forward to improving in any way we can. This is something we're currently working on and will be announced in August.

Describe your perfect partner?

Well, there's no such thing as perfect but a great partner is just that, these partnerships are always a two-way relationship with mutual trust and respect, like any good relationship.

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

End users' needs are always adapting so we expect to see more investment in areas such as ExtremeCloud IQ, Site Engine, Licensing model, SDWAN, recurring revenue streams, MSP, and more. We want to help our partners to growth and take part in the endless revenue opportunities in partnering with Extreme. At a time of rapid change, we want our partners to be able to evolve with us and learn how to do business with our technology offering.

End users' needs are always adapting so we expect to see more investment in areas such as ExtremeCloud IQ, Site Engine, Licensing model, SDWAN, recurring revenue streams, MSP, and more

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

They will need to be geared toward automation, easy to use, greater understanding, simplify in the same way networks are going, as a service model.

What are your priorities for the next 12 months?

Overachieving our FY23 target! Helping our partners to expand their sales opportunities and maximise their organisation's bottom line with our offering.

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

We have made great advances over the last few years but still have a lot to do and always will as nothing stands still and we will always need to evolve

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

In a word, no. We are a channel-first organisation and we absolutely mean that. Our channel is everything, so wherever there is conflict or friction, we look for a positive outcome.

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

Integrity, and sneaky.

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

As with any competitive market, we're always looking to make small marginal gains every day and work towards making further improvements to our market-leading offerings. Ultimately, that's why our partners come to us.

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

For there to be greater brand awareness of Extreme in the marketplace, it would be so much easier to scale.

For there to be greater brand awareness of Extreme in the marketplace, it would be so much easier to scale.

What's the most challenging aspect of being a channel leader?

This is a tough one to answer as there are many challenges but it's all relative, it's a great place to be. It's so varied and I work with so many excellent people, every day is different, and you never stand still for a moment. So, no it's not challenging, it's always exciting though.

Tell us something about yourself most people won't know

I started my own European motorbike transport and track day company back in 2005 and ran it successfully for three years... until the dreaded financial crash in 2008 and then people couldn't afford expensive trips to racetracks with their bikes anymore. That wasn't out of the blue, I had my own bike and had been doing European track days for quite a few years before then.

I started my own European motorbike transport and track day company back in 2005 and ran it successfully for three years

What is your spirit animal?

I've never actually ever thought about that but off the cuff a cheetah, I was going to say Bee which would be my other spirit animal.

What would be your walk-on song, and why?

Anything Swedish House Mafia as they are great live and really do get the party started but my walk on song would be ‘Don't you worry Child' the live version of course. It's a beautiful song, full of meaning but also is upbeat so it's the whole package for me.