What A Channel-Centric CEO Looks Like

In our Channel Training courses, we talk about how companies evolve through five stages of partnering maturity:

  1. Novice – vendor is unsure of partner value
  2. Tolerant – there is ad-hoc engagement with partners
  3. Reliant – recognition that there is a need for partners to achieve targets
  4. Aligned – the vendor’s systems fully support partnering
  5. Centric – the whole business is partner focused

For a company to be at Level 5, that means everyone, from the CEO down, must view their business and job role through a channel lens. This article about Microsoft CEO Satya Nadella is a great example of a CEO that is driving his company to be Channel Centric.

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