Unify's new worldwide channel chief Jon Pritchard is promising a root and branch re-engineering of the company's global channel strategy with a revised focus on channel development and partner recruitment.
In a no-nonsense interview at this week's Connected Business show in London, Unify's new Executive Vice President Worldwide channels told Comms Dealer that although the rebranding of Siemens Business Communications has been an unqualified success, in his view the business still lacked agility.
Alongside CEO Dean Douglas and CMO Bill Hurley, Pritchard has been recruited by Unify owner Gores Group from channel heavyweight Westcon to ramp up the company's indirect market performance.
On the back of Unify's OpenScape XI launch - a product aimed squarely at the SME sector - Pritchard aims to shatter Unify's (nee Siemens) reputation as an enterprise centric business that ‘competes with its own channel'.
?"Because of the sales DNA that exists and because of the enterprise product portfolio we have had, there is a perception that we are a direct sales organisation and we are not channel friendly," said Pritchard.
"It is true that the old Siemens had a reputation for addressing end users directly in the UK and we have now made it very clear that we will not compete with partners head-to-head. We have been inconsistent and we haven't always done the right thing by our partners. That is going to change. We are behind the curve today in terms of our partner coverage compared to what our competitors are doing.
?"We need a better partner community, we need to improve our product proposition and make it more logical and we need to make our licencing simpler, repeatable and scalable - all the things that partners need.?
"The recruitment of Dean, Bill and I sends out a huge message to the partner community that this business hasn't done a good job in the channel, but moving forward we will transform this business by changing our approach to the channel. We are committed to this."
Based on the channel development experience he gained during 11 years at Westcon, Pritchard is planning top-to-bottom cultural changes within Unify and says he will be seeking ‘committed' partners as part of a forensic scoping exercise that will ultimately move Unify away from its service focus to product and partner development.
"Sixty per cent of our business today is service based, helping partners deliver solutions and we don't want to keep doing that. We need to understand the profile of a Unify partner today who can move forward with us on our long term roadmap. We have got work to do with our partner community to make sure that they can upscale to properly address the opportunities we come across in a quality way the customer demands.
"Our channel programme is not as channel ready as it needs to be. We need to make sure that as we push back on our direct sales to focus on partners we up-skill that partner community to be able to deliver. They need to be able to stand on their own two feet and deliver these solutions themselves. They have to be committed and we have to be committed.
"We haven't made it easy for them. Our product portfolio is very complex. It is hard for them to understand where there is a sweet spot for a specific product in a specific market.
"Our products have always been driven down from the enterprise and the question has been always been ‘can we make it fit for the channel'. Now what we are saying is ‘if it isn't a channel ready we will not take it to market. Project Ansible is a great example. It is a completely new way of approaching the market place and we will make sure that it is channel ready proposition."
Pritchard says staff are behind the changes, predominantly the need to interact more with partners and is promising more direct business will be directed into the channel.
"The business is supportive of the changes we are making. People understand the issues and the challenges and understand that channel is so important to us. We have got some great strengths in the business, we just need to realign them with a different go to market strategy.
"We need to make sure we open up lines of communications with partners and our own people to look outside of the Unify bubble and make sure products are channel ready, not enterprise ready.
"And we are going to move a large chunk of our business away from direct to indirect so this a great opportunity for resellers to get a large slice of that bigger pie. We are making all the right noises but it's a transition. It's not revolutionary, it's a process. It's a journey we have to go through. We will be a channel friendly business."