CHANNEL CHIEF
LARS SCHMERMBECK , Senior Director , Channel Sales EMEA , Zebra Technologies , a US-based technology vendor that manufactures and sells mobile computing , scanning and computer printing technologies . Schmermbeck talks about his currently role and how Zebra Technologies is working with partners to develop the EMEA channel that it grows profitably .
Describe your current job role and the parts that are somewhat challenging ?
As the responsible senior director for Zebra ’ s EMEA Channel sales , I have two main focus areas : creating and developing an ecosystem for our partners to grow and to be profitable in an environment of transparency and collaborative relationships .
I also support our partners in a changing world and helping them to be ready for added value business areas , including solutions , software and new verticals . In parallel , Zebra supports continuing mutual growth in its , printing , mobile computing and scanning business areas .
Can you explain how your company works with channel partners ?
Zebra ’ s channel engagement and collaboration is one that is part of a larger partner ecosystem comprising multiple partner communities with different business models that allows us to reach our customers . As in all ecosystems , the key to harmony is balance :
The most memorable achievement was a successful transition to Zebra ’ s new distribution structure , with an optimised geographical coverage and positive changes in how to engage . our partners believe in Zebra ’ s offerings , invest themselves in sales and receive a competitive return on their investments .
Zebra ’ s PartnerConnect programme is focused on opportunity , profitability and simplicity for channel partners and has been designed to accomplish three strategic goals :
• Encourage and enable sales across the entire product and services portfolio
• Reward and support partners differently based on their business model and growth strategy
• Develop new , profitable revenue streams around intelligent edge solutions
Our channel partner relationships are ultimately about meeting customers ’ needs and providing them with the added value they seek .
How do you ensure channel partners flourish in a highly competitive market ?
Zebra ’ s PartnerConnect channel programme is constantly evolving . The creation of new tracks varies to adapt its programme to the regional needs and market maturity . For example , two partner programme specialisations in RFID and healthcare were developed by Zebra in 2020 , giving opportunities to our partners to differentiate themselves . Zebra works in close collaboration with distributors at regional and local level . In addition , our independent software vendor ( ISV ) community has an important role to play in Zebra ’ s partner ecosystem and through Zebra ’ s developer portal , ISVs can access software development tools and resources . By joining
Lars Schmermbeck , Senior Director , Channel Sales EMEA , Zebra Technologies
INTELLIGENT
INTELLIGENT TECH CHANNELS TECH CHANNELS Issue 39 61