TERRY GREER-KING is VP , EMEA Sales at SonicWall , a cybersecurity vendor that sells a range of Internet appliances primarily directed at content control and network security . Greer-King talks about his current job role and how SonicWall is working with distributors and solution provider partners , and developing its channel business across Europe , Middle East and Africa ( EMEA ).

Describe your current job role and the parts that are somewhat challenging ?

I lead a large team across the EMEA region focused on selling our companies solutions through an extensive network of channel organisations . To be successful we have to be providing high value solutions to end customers that are attractive for our channel partners to sell . Doing this requires understanding end customers requirements across multiple verticals and countries .

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

Adaptability to change , cyber in particular is a rapidly changing and developing marketplace . The global pandemic has caused a massive increase in the drive to digital . As organisations change the way they work , interact and trade so channel partners who can adapt and assist with what are often major operational changes regarding technical platforms and architecture are enjoying success .

Terry Greer-King , VP , EMEA Sales , SonicWall

Can you explain how your company works with channel partners ?

We have a number of distributors throughout the EMEA region and we work very closely with them to help recruit , engage and support a diverse and expanding channel . Our channel programme , ‘ SecureFirst ’ focuses on training and development through SonicWall University and we augment this with direct touch of both partners and where appropriate end users .

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

Through education and support , their success is our success . This starts with guidance about where market opportunities exist through positioning within certain vertical markets . We look to help with winning business and ensuring the partner develops a highly profitable repeatable revenue stream .

To be successful we have to be providing high value solutions to end customers that are attractive for our channel partners to sell .

What is your management philosophy ?

To understand and empower , having been chief operations officer for a security VAR really helps understand the differing needs and business model of a channel partner . I feel many vendors see things only from their perspective and sometimes confuse messaging with whats good for the end customer or indeed themselves as a vendor .

INTELLIGENT TECH CHANNELS Issue 48 61