CHANNEL CHIEF
LARS SCHMERMBECK – Senior Director , Channel for EMEA , Zebra Technologies , outlines how the Zebra PartnerConnect program makes it easier for partners to work with Zebra and differentiate themselves , while also rewarding partners for commitment , competency and performance .
dDescribe your current job role and a summary of the business model of your organisation ? I ’ m Senior Director , Channel for the EMEA
region of Zebra Technologies . I lead strategy , sales and relationships across distributors , hardware resellers , independent software vendors and alliance partners .
Zebra and our partners give a performance edge to the front line of business . Zebra ’ s PartnerConnect Program is a flexible program that is focused on our partners ’ business model whether they are reselling , distributing , influencing , integrating or developing solutions . Zebra and its network of more than 10,000 partners across 100 countries innovate industry-tailored solutions for the enterprise edge .
The channel continues to play a strategically vital role in Zebra ’ s route to market strategy – extending Zebra ’ s reach to better serve customers and now representing more than 93 % of Zebra ’ s revenue in EMEA .
What are your strengths and abilities that you bring to the above role ?
I have over 25 years of experience in B2B technology , with more than 19 years specialised in the channel . Prior to Zebra , I held roles with Motorola Business Solutions , Symbol Technologies and Robert Bosch , so I bring substantial experience and insight to the role with a lot of understanding and a wide network across different types of partners in different countries and industry verticals .
I would also say that I ’ m part of a wider team and company and very often it ’ s about bringing the abilities and strengths of other teams and people together to achieve a goal because teamwork is key . Mutual trust and understanding channel economics and health to drive joint business planning are also important skills I bring . The technology channel is still a people business where relationships matter .
Please describe the opportunities and challenges that exist for channel partners in your market ?
The pace of digitisation across industries continues without slowing . Businesses need solutions to help them modernise , automate and meet demand . The on-demand economy , e-commerce , labour hiring and retention and legislation are all driving the need for technology solutions .
These drivers present Zebra and partners with the challenges faced by our customers and the opportunity to find solutions to help them . We are also supporting industries to thrive in a world that is increasingly putting the pandemic and subsequent supply chain challenges behind them . Customer challenges and opportunities become our challenges and opportunities .
Additionally , the pace of innovation in technology means Zebra and partners have new , useful solutions to bring to customers , including robotics , machine vision and AIpowered software for demand forecasting , workforce and task management .
Which technologies and innovations can make a difference to the channel market dynamics in the near future ?
Zebra is well known for its range of desktop printers , enterprise mobile computing and
Lars Schmermbeck – Senior Director , Channel for EMEA , Zebra Technologies
INTELLIGENT TECH CHANNELS 61