Avnet Builds Specialist Support System for Partners

By Gina Roos  |  Print this article Print
Avnet, specialist support for partners

Avnet's global solutions specialist approach aims to help channel partners deliver solutions for software-driven technologies, such as the cloud, data analytics and the IoT.

"You have a traditional product infrastructure business that has worked well for many years, and now you have this evolving solution, new IT consumption models, and how do you do both equally well because you need both of them, " explained Sytsma. "Customers aren't going to stop buying products tomorrow. But they are evaluating and choosing these new IT consumption models. You need to be adept and keep your traditional existing business going, and hopefully grow at what the industry is growing at, and grow out these new services at the same time."

Avnet's new initiative is more than a simple reorganization, Miller said. Bringing highly skilled technical and sales people together in these formalized specialist business units will provide "the right focus and dedication to enable our partners and suppliers to grow in those areas that we believe will continue to be focused growth areas for the next several years, Miller said.

"I don't believe you can be successful being a generalist in this environment anymore," he added. "And if you're extremely specialized, you start to run the risk of not having enough expertise in areas that may be adjacent to your specialization."

The solution specialists can help partners navigate through the different options, the right configurations and provide augmented expertise as required, said Miller. "We are definitely a partner-led organization, and we'll be involved in that sales cycle as much as the partner wants and needs, and that varies based on the partner's level of expertise for a particular solution."

Avnet plans to introduce additional proprietary tools, services, solutions and subject matter expertise around these technologies and future trends to support its channel. The distributor also will continue to add new technology vendors to support its range of partners, including service providers, solution providers, systems integrators and value-added resellers.

Gina Roos has been covering technology and the channel for more than 25 years. A co-founder and executive editor of EPS News, she has also served as an editor for EBN, EETimes and Electronics Sourcing.