8020 EUROPA SUPPLEMENT
EMC Distribution
Value Add redefined
The emergence of the ‘One global EMC’ philosophy has “In the role of market development we are looking for
redefined what EMC offers its channel partners and what it our distribution partners to get maximum exposure for
expects from its distribution channels. EMC not just within their partner community but in the
Kristian Thyregod, Director - EMEA Distribution & T2 markets within which they operate. This means that they
at EMC, expands on what this all means, “The breadth of must understand how to identify and analyse market
products, solutions and services that EMC offers through opportunities and then create demand generation activity.”
its channel partners has expanded so rapidly over the last “In channel development terms we work with
2 years that we have had to focus closely on our supply distributors who have partners with particular
channels and what we expect of them.” customer sets. We expect our distributors to have the
“Our breadth of offerings has grown to a point where understanding and skills to help those partners then
our addressable market across EMEA is now $23Bn in exploit their specialisation and in turn increase their own
2008 and growing at 9.2% with more than a third of that abilities and maximise their profit potential.”
figure coming from the commercial market where the “We also expect our distribution partners to have a
majority of our partners operate.” proven track record of channel management where they
“With such a huge market opportunity we have had to have shown they have the ability to align partners into
re-evaluate our coverage model and redefine our strategic profitable areas of operation and thus gained loyalty.”
imperatives to ensure we maximise the opportunity for our Choosing the right distributor is at the heart of EMC’s
partners and thus EMC.” strategy and their philosophy is different from many of
In coverage terms EMC addresses the top two thirds its competitors as Kristian explains, “There seems to be a
of the market, which includes major enterprises and drive for pan European distribution from many vendors who
corporations, either directly or through its Tier one are purely looking for coverage with the least hassle.”
partners. The rest of the market is then the province of “Pan European distribution as far as EMC is concerned
its channel partners. only has merit if the distribution partner can execute
At the heart of EMC’s channel strategy is the role of properly in the countries that they cover.”
distribution as Kristian explains, “For most vendors the “Our philosophy is to focus on quality and alignment
role of distribution is purely for market reach. However of vision and then ability to execute. The volumes and
for EMC it is much more than that.” coverage will then be achieved.”
“When we look at market reach we tie that to market The selection process of distribution partner is rigorous
opportunity and see the role of distributor having three as Kristian explains, “We first look very closely at the
imperatives, market development, channel development executive framework within the partner’s organisation to
and channel management.” ensure it reflects what is needed to deliver the right level of
support to channel partners. We also ensure that they look
at the market in the same way as EMC.”
Kristian
“Next we work with them to develop a business case
Thyregod for working with EMC and a channel account plan that we
are all happy with. This then falls through to a P&L that
makes real business sense.”
“Once on board we then work closely with them to
ensure they are capable of delivering on the plan.”
“The plan is based around the business case and
is reviewed quarterly to ensure both organisations are
working to the same goals.”
“EMC is also sensitive to the distributors existing
business which is what would have attracted us in the first
place and so we ensure that the EMC focus represents a fair
exploitation of the partner’s internal sales structure.”
“In fact we ensure that we align EMC’s own internal
sales resource with the distributor’s to help them
develop their business.”
34 8020 EUROPA JUNE 2008
29-36 EMC Supplement.indd 6 13/6/08 09:47:58
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