The channel is supposed to lower costs of sales, augment resources, extend market coverage, and increase revenue and profitability. So why is it that so many vendors complain about underperforming partners, inconsistent channel sales activity and unreliable resellers? Simply put, the channel is not the best route to market. It could be, though, if vendors and partners made minor modifications in their relationships, market perceptions and expectations. 2112 will present five things vendors can do to improve channel structure, performance and relative value.
CEO & Chief Analyst
The 2112 Group
Larry Walsh is one of the most recognizable figures in the IT channel and security communities, and is considered one of the more forward-thinking leaders in the industry. A seasoned journalist, analyst, author, and industry commentator, Walsh is also the founder of Channelnomics, which is a leading provider of IT channel news and analysis. A specialist in the development and execution of channel programs, disruptive sales models, and growth strategies for companies of all sizes, from start-ups to Fortune 500 organizations, Walsh has worked with a roster of diverse technology players, including Ingram Micro, Intel Security, SAP, and Verizon.
Walsh remains personally involved in the development and implementation of client engagements ranging from strategic advisory and consulting to research and content programs at The 2112 Group, which he founded to advance the state of vendor and partner collaboration in the technology marketplace and channel community.
An expert in a broad array of topics—cloud computing, security, analytics, the Internet of Things (IoT), and more—Larry is frequently sought after to provide his perspective on how emerging technologies should be leveraged as next-generation business drivers.
Always interested in driving innovative discussions, Larry was the founder and executive director of the Channel Vanguard Council (CVC), a collaborative group of technology channel executives. CVC was dedicated to aiding the maturation of business models and partnerships in the channel community. Its members included high-ranking vendor channel executives and solution provider leaders.
Prior to founding The 2112 Group, Larry was an award-winning technology journalist and publisher. At Ziff Davis Enterprise, he served as vice president and market expert for channels and security, developing and guiding strategic engagement and research programs for IT vendors. He was also the publisher of Channel Insider, a leading online technology channel publication, and the editor of Baseline Magazine, an award-winning journal of technology project management.
As the editor of VARBusiness and GovernmentVAR magazines, leading strategic publications for the IT channel community, Walsh oversaw all major research and awards initiatives, including the VARBusiness 500, the GovernmentVAR 100, the VARBusiness Annual Report Card, and the Technology Innovators Awards program.
Before entering the channel, Walsh was editor of the award-winning, market-leading Information Security Magazine. During his tenure, he developed a reputation for driving new thinking around threat management and IT security issues. He earned national recognition for his exposés on Microsoft security issues.