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Why Distributors Create Value for Cisco and our Partners

The success of distribution at Cisco is no longer a secret, thanks to Scott Brown’s recent interview with CRN. Of course, it was no secret to me--our distributors have been an important part of our channel strategy from the beginning. But I’m extremely proud of Scott and his team for driving the more recent growth and deepening our relationship with our distributors.

Those who know me, know I’m all about relationships. And I believe that the success and growth comes, not just from Cisco’s relationship with our distributors, but also from the relationship our distributors have developed with our channel partners. Together, we deliver greater value for our partners.

As customers begin to demand new consumption models, I believe distribution will play a significant role in helping partners evolve their business models more quickly to profitably deliver cloud and managed services solutions. Our commitment to a partner-centric sales and services go-to-market model doesn’t just apply to our traditional channel partners. As more solutions move to the cloud, we plan to work with our major distributors and leverage their capacity and their relationships in order to scale.

Cisco’s Cloud Partner Program has three roles for partners: Cloud Builder, Cloud Provider, and Cloud Services Reseller. Some partners embrace all three roles, but not every channel partner wants to evolve to be a Builder or Provider.

To better enable partners to become Cloud Services Resellers, we will look to team with current cloud providers with distributors.  A new program designation is in the works, and will be announced soon, so distributors can distinguish themselves and resellers will be able to identify who to work with to deliver Cisco Powered Cloud Services.

Cisco’s distributors already play an important role in the success of Cisco and our partners. As we move to the world of many clouds, I look forward to a strong relationship with our distributors that will create even greater value for all of our partners.

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2 Comments.


  1. Edison,
    It is great to see that you have included distributors in your cloud partner plans – most vendors neglect them, often assuming they have no further role.
    I did a report a year or so ago “Distribution In A Cloudy Industry” that might be of interest.

    Regards, Peter O’Neill
    Vice President & Principal Analyst, Forrester Research

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