MUNEEB ANJUM , CEO , AHAD , a Dubai-based firm that provides cybersecurity , Digital Transformation and , risk management services and solutions . Anjum talks about his currently role and how AHAD is working with partners and developing its channel business in the Middle East market .

I operate in the capacity of CEO and Business Head overlooking , shaping and executing macro and micro strategy at AHAD . My current job role is the most exciting journey and an adventure personally , as it included finding an investor , onboarding likeminded cofounders , hiring trustworthy and reliable team , setting up and running a new venture while economies globally suffered with COVID-19 at its very peak .

Can you explain how your company works with channel partners ?

With the channel , we operate primarily helping them address the key challenges around strategy and execution . This includes helping them diversify their portfolio and increase their profitability while delivering quality solutions and services that have a real impact on businesses .

We take necessary steps unique to each partner and this involves helping them on emerging trends , market insights , awareness and enablement for preparation to champion their own pre-sales activities to self-sufficiently hunt and executive their own deals .

There remains the other category of partners who tend to be focused around using their circle of influence to become door openers and requiring our technical assistance so together , we reach the milestone and a successful sale .

Muneeb Anjum , CEO , AHAD

With the channel , we operate primarily helping them address the key challenges around strategy and execution . This includes helping them diversify their portfolio and increase their profitability while delivering quality solutions and services that have a real impact on businesses .

How do you ensure channel partners flourish in a highly competitive market ?

A major focus is aimed towards how their existing customer base can benefit from additional and complimentary solutions and services which they are presently lacking and are essentially required to address major challenges . This includes helping them to move away from run-rate based fulfilment and low margin business to lucrative , high margin and high value offerings .

What are the latest trends you see emerging across the channel ?

There ’ s a rapid shift from perpetual licensing to subscription-based offerings and that too is now evolving to move towards consumption-based models . This offsets prior expectations where channel sales now have to move away from securing

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INTELLIGENT TECH CHANNELS TECH CHANNELS Issue 40 61