His knowledge of the platform and marketplace economy means he is well placed to identify and implement further enhancements to PartnerCentral .
To emphasise the growing importance of data within the channel , 59 % strongly agreed that the future of distribution lies in the provision of meaningful customer and market insights . Russell believes this presents a clear opportunity for distributors .
Which technologies and innovations can make a difference to the channel market dynamics in the near future ?
Generative AI aside , Russell highlights the continued rise of the cloud hyperscalers and the growing strategic importance of AWS Marketplace in particular .
With Canalys forecasting that enterprise software sales through hyperscaler cloud marketplaces will soon reach $ 85 billion , with more than 50 % expected to flow through channel partners by 2027 , it ’ s a trend that will have a major impact on channel dynamics in the coming years .
As an example of this , Rusell points to Westcon-Comstor ’ s AWS Marketplace programme . Launched last year , the programme equips partners with a simplified and streamlined route to transacting on AWS Marketplace while enabling vendors to grow their AWS Marketplace business .
As the programme scales and gains momentum , Westcon-Comstor has introduced advisory and consulting services for partners , guiding them through AWS Marketplace setup , training and enablement and helping them to secure authorised Channel Partner Private Offer , CPPO status .
Meanwhile the distributor is hiring a dedicated team of AWS Marketplace specialists across Europe and the Middle East . The new team will focus purely on enabling partners to capture the AWS Marketplace opportunity .
How can a channel partner disrupt the regional market and gain a leading competitive position ?
As well as harnessing the power of data and capitalising on new growth opportunities such as those presented by AWS Marketplace and generative AI , Russell believes it is important for a partner to establish a niche by specialising in a select number of high-growth technology domains and vendors , becoming a trusted advisor to its customers in the process .
Which non-competitive business do you admire for its channel drive and strategy ?
Pax8 is a company with an interesting model and positioning . Like Westcon-Comstor they are redefining the role of distribution for the cloud marketplace era .
Which aspects of your job role do you find rewarding and which challenging ?
The rewards are overcoming the challenges ! The scale of the task can be daunting , then you see the adoption of the process , the platform and the uptick in business , and it is well worth it . Seeing the development of individuals as they take on their challenges provides significant motivation for Russell .
How do you best like to de-stress and re-charge off work ?
Russell ’ s down time is spent riding bicycles . In 2024 he cycled from Land ’ s End in the South of the UK to John O ’ Groats , the very northern tip of the UK – 980 miles over 9 days ! If he is not on his bike , he is servicing or messing with them in his garage – mug of tea , BBC Radio 6 – nothing better he says , that and spending time with his family of course . •
Russell notes that , in his experience , data is often the biggest opportunity and biggest challenge facing partners across markets .
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