Q & A
EDITOR ’ S
SHANE GRENNAN , SENIOR DIRECTOR , PARTNER SALES AND BUSINESS DEVELOPMENT , FORTINET
As the world pivots towards sustainable practices , partners play a crucial role in the distribution , implementation , and adoption of green technologies . Channel partners stand at the
GEOFF GREENLAW , VP EMEA AND LATAM CHANNEL , PURE STORAGE
forefront of this trend , with the opportunity to enhance their offerings with eco-friendly products and services .
Government incentives for green technology adoption , such as tax incentives , grants , and subsidies , can be harnessed by channel partners to make sustainable solutions more appealing and feasible for their clients .
Nonetheless , hurdles are inherent in any transformation , and green technology is no different . The complexities entailed in green technology necessitate specific expertise and capabilities . Channel partners are called upon to bolster their teams through dedicated training and developmental programs .
Financial burdens are also part of the initial phase of adopting green technologies . Investments in novel products , employee training , and the amalgamation of sustainable practices into existing systems may strain the financial reserves of especially smaller channel partners .
Despite the current economic climate , sustainability will remain a key priority in 2024 and is now firmly on CEO agendas . It is one of the top three requirements in all tenders we see . However , the market is looking for sustainable end-toend solutions that are not just focused on cost , or even a single vendor , but rather a holistic view of sustainability across the data centre .
The energy crisis , carbon neutral pledges , compliance with Scope 1 and 2 emissions as well as a host of other standards is driving the sustainability agenda . Ultimately , being more sustainable is important for people and the planet and essential for organisations to adopt greener practices .
Now more than ever there is an opportunity for channel partners to play a key role in sustainability efforts , by leveraging their relationships as trusted advisors to their customers . In fact , we are now seeing increased partners with a sustainability division within their business . Channel partners are ideally placed to help educate customers on what technologies will make a meaningful impact on their carbon emissions , help them cut through the greenwashing of inefficient solutions , and even persuade relevant stakeholders within the business by presenting key data . Educating and helping customers choose and implement technologies that drive energy and power efficiency throughout the whole IT stack is key to sustained success in 2024 .
As the green technology market expands , competition intensifies . Partners must carve out distinctive niches or offer additional services to distinguish themselves within a saturated marketplace . Moreover , the intricate maze of regulations and standards that come hand-in-hand with green technologies and the circular economy pose their own set of challenges , demanding continuous vigilance and flexibility to remain compliant .
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