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Cloud Summit 2016 Darren Bibby Keynote – The Partner of the Future

April 13, 2017

Darren Bibby is IDC's Program Vice President, Channels and Alliances Research. Bibby and his team provide analysis and insight into how global IT vendors go to market with their channel partners. And so, for the first keynote on the final day of Cloud Summit 2016, most attendees were expecting to digest a lot of data. Instead, Darren used stories to paint us a picture of the partner of the future.

“Has anyone heard of the Marshmallow test conducted by Stanford researchers?” Bibby asks. This test was to see if children could delay gratification if they were offered something better by waiting for a short time. One marshmallow now or two if you wait. Two-thirds of kids tested ate the marshmallow, and 18 years later those who didn’t had better life outcomes. The message? The things you do now, the decisions you make, will have a measurable impact on your future.

For technology partners to be successful they must recognize that future now. Bibby proposes that there are 10 major differences between the partner of the past and the partner of the future.

 

Past ?

Future

Technology

2nd Platform

3rd Platform

Focus

Broad

Specialized

Customer

IT

Business and IT

Sales Motion

Deal

Relationship

Time Horizon

Short-term

Long-term

Marketing

Traditional

Digital

Activities

Resale

Pro Services

Services

Services

Managed Services

Creating IP

Competition

Traditional

Non-Traditional

Alliances

Do it ourselves

Partner Collaboration

Advantage

Comfortable

Transient

 

The partner of the future needs to become more specialized, says Bibby, they need to adapt their story for a different customer and focus more on relationships rather than deals. The most successful cloud resellers are changing the things they do, they’re moving from traditional marketing to digital marketing, they’re looking to provide managed services and create their own IP, and they’re not afraid to partner with others. “Focus on what you’re great at, and partner for the rest,” Bibby quotes Gordon McKenna, CEO of Inframon, one of the many partner success stories he has studied.

Bibby also cautions us not to overlook the competition. The partner of the future needs to be ready for non-traditional, disruptive competition. New apps and start-up companies seemingly appear from nowhere these days, looking to take advantage of the development-friendly landscape that is cloud. Take Thomas Suarez for example, the 12-year-old Chief Engineer of his own company CarrotCorp and developer of the hit iOS game Bustin Jieber. Yeah, that’s a whack-a-mole style game where you attempt to pummel the Biebs before time expires.

You can read more stories like Thomas’ and review all of Darren’s presentation slides at https://t.co/F6aAKwFOsP

Reported on and written by David Carter.