Why Partners Are Not Our Customers

first_img1 + 1 = 10. Maybe more. I’m not algebraically-challenged. I’m partner-inspired.EMC creates the technology that facilitates business transformation. But it’s when we collaborate with our partners to craft customized solutions that we are able to truly change the game for our end-users. The business and impact we can realize together is so much greater than what we could accomplish on our own. That exponential potential is what really separates partners from customers. And that’s why our partners are not our customers. Our partners are our partners.As you’ve seen from me before, I love a good definition. Webster’s defines “partnership” as “a union or association formed for mutual benefit.” Mutual benefit is the key point. For partnerships to work, each party has to derive and perceive value. At EMC, we don’t want our partnerships to just work though. We want them to thrive, to flourish. They have to be more than what we sell to an end-user. Don’t get me wrong, that’s pretty darn important. But the end-user is, in a sense, just that – an end point. A partnership is the journey to get there.Partners are key to delivering scale, leverage, and incremental revenue, and they’re also key to taking EMC places we couldn’t get to on our own. And similarly EMC powers the best-of-breed solutions that give our partners competitive advantage and proven outcomes. Our technology underpins the unique use-cases that often translate into significant partner businesses in their own right. We are not selling TO partners, but rather going to market WITH our partners. We leverage their specialized skills and expertise to design truly differentiated, targeted solutions for customers. We’re even working with our partners to develop unique service catalogues, customized by industry: healthcare, oil & gas, SLED, telco, and so much more. One-size-fits-all or even one-size-fits-most doesn’t work for our customers, and it doesn’t fly with us. We are meeting customers where they are, helping them get to where they want to go, in the way they want to consume: by industry, via utility, as a service.Today, more than ever before, we are thinking about our partnerships holistically, as a global extension of and critical value-add to our team. EMC plus our partners equals 10-fold the opportunity, maybe more, than either of us could grab alone. That’s where my math comes in. 1 + 1 = 10.At this year’s EMC World, our theme and customer call-to-action was “modernize.” It’s also a challenge we’re issuing ourselves: modernize and transform how we do business, in order to guide our customers in their digital journeys. We’re going faster, further, bigger, and better, side-by-side with our partners.last_img

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