Partner Content: Computacenter on partner marketing, AI opportunity and navigating market constraints

Computacenter discusses the success of its first Omnissia-focused campaign, the realities of supply and cost pressures for the channel, and why opportunities around AI adoption, governance and customer guidance cannot be ignored in the year ahead

What prompted you to enter the Sales and Marketing Awards this year (without giving too much away)?

This campaign was an important one for us as we delivered our first campaign focused on Omnissa and the value this partnership brings to our customers. Omnissa encouraged us to enter after experiencing first-hand the value of our marketing services, being impressed by both the campaign and the results achieved of what we delivered.

What would winning this award mean to your people and your customers/partners?

We saw our approach to this marketing campaign as a great way of connecting our customers with the value of our powerful partnerships. Winning would give us an opportunity to celebrate success internally and share this more widely through social channels and would provide external recognition of the hard work and impact delivered by our team. It would strengthen our brand and enhance our reputation in the market and allow us to showcase, in a clear and evidence-based way, the value we bring to our customers. Ultimately, it would reinforce our position in a key GTM area and build further trust with customers and partners.

What have been the biggest challenges this year, and how have you overcome them? How have your people/partners helped?

Industry‑wide memory shortages continue to impact supply and delivery timelines, driving device constraints and cost pressure across the market.
Our focus is on helping customers and partners navigate this volatility with clarity and confidence, bringing strong industry insight, a clear and consistent narrative, and a calm, authoritative voice in an increasingly noisy market.

What do you see as the main opportunities for the industry in the next 12 months? How do you plan to capitalise on them?

The rapid growth of AI presents significant opportunities, particularly in advising on and delivering the infrastructure, foundations, and governance required. We’re exceptionally well positioned to guide our customers at every stage of their AI journey, and we’re working with some incredibly innovative tech vendors and customers to create some amazing things. We’re also making sure we leverage it ourselves, helping enhance our approach in areas like marketing and sales enablement etc.

What key demands are you seeing from customers this year?

Many of our customers are wanting to move at pace - whether that’s AI adoption, Security, Sustainability, user experience etc. they’re looking to us as a partner who can support them with independent expertise, working hard to get to know them and their priorities so we can help them achieve their goals faster. It’s a privilege to work with some of the world’s greatest organisations and creating long-term value for them.

This article is sponsored by Computacenter.