https://www.channelfutures.com/wp-content/themes/channelfutures_child/assets/images/logo/footer-new-logo.png
  • Home
  • Technologies
    • Back
    • SDN/SD-WAN
    • Cloud
    • RMM/PSA
    • Security
    • Telephony/UC/Collaboration
    • Cable
    • Mobility & Wireless
    • Fiber/Ethernet
    • Data Centers
    • Backup & Disaster Recovery
    • IoT
    • Desktop
    • Artificial Intelligence
    • Analytics
  • Strategy
    • Back
    • Mergers and Acquisitions
    • Channel Research
    • Business Models
    • Distribution
    • Master Agents
    • Sales & Marketing
    • Best Practices
    • Vertical Markets
    • Regulation & Compliance
    • Diversity & Inclusion
  • MSSP Insider
  • MSP 501
    • Back
    • Apply Now
    • 2020 MSP 501 Rankings
    • 2020 Hot 101 Rankings
    • 2020 MSP 501 Report
  • Intelligence
    • Back
    • Galleries
    • Podcasts
    • Videos
    • From the Industry
    • Reports/Digital Issues
    • Webinars
    • White Papers
    • Channel Educational Series
  • EMEA
  • Channel Chatter
    • Back
    • People on the Move
    • New/Changing Channel Programs
    • New Products & Services
    • Industry Honors
    • Channel Convergence
  • Resources
    • Back
    • Advisory Boards
    • Industry Organizations
    • Our Sponsors
    • Content Resources
  • Awards
    • Back
    • 2021 MSP 501
    • Circle of Excellence
    • Excellence in Digital Services
    • Top Gun 51
  • Events
    • Back
    • CP Conference & Expo
    • Channel Evolution Europe
    • Channel Partners Event Coverage
    • Webinars
    • Industry Events
  • DE&I
Channel Futures
  • NEWSLETTER
  • Home
  • Technologies
    • Back
    • SDN/SD-WAN
    • Cloud
    • RMM/PSA
    • Security
    • Telephony/UC/Collaboration
    • Cable
    • Mobility & Wireless
    • Fiber/Ethernet
    • Data Centers
    • Backup & Disaster Recovery
    • IoT
    • Desktop
    • Artificial Intelligence
    • Analytics
  • Strategy
    • Back
    • Mergers and Acquisitions
    • Channel Research
    • Business Models
    • Distribution
    • Master Agents
    • Sales & Marketing
    • Best Practices
    • Vertical Markets
    • Regulation & Compliance
    • Diversity & Inclusion
  • MSSP Insider
  • MSP 501
    • Back
    • Apply Now
    • 2020 MSP 501 Rankings
    • 2020 Hot 101 Rankings
    • 2020 MSP 501 Report
  • Intelligence
    • Back
    • Galleries
    • Podcasts
    • Videos
    • From the Industry
    • Reports/Digital Issues
    • Webinars
    • White Papers
    • Channel Educational Series
  • EMEA
  • Channel Chatter
    • Back
    • People on the Move
    • New/Changing Channel Programs
    • New Products & Services
    • Industry Honors
    • Channel Convergence
  • Resources
    • Back
    • Advisory Boards
    • Industry Organizations
    • Our Sponsors
    • Content Resources
  • Awards
    • Back
    • 2021 MSP 501
    • Circle of Excellence
    • Excellence in Digital Services
    • Top Gun 51
  • Events
    • Back
    • CP Conference & Expo
    • Channel Evolution Europe
    • Channel Partners Event Coverage
    • Webinars
    • Industry Events
  • DE&I
    • Newsletter
  • REGISTER
  • MSPs
  • VARs / SIs
  • Agents
  • Cloud Service Providers
  • Channel Partners Events
 Channel Futures

New/Changing Channel Programs


Wendy Bahr: Cisco Partners Want to Take Advantage of Market Changes

  • Written by Michael Cusanelli
  • November 2, 2015

In light of the many recent executive-level changes at Cisco Systems (CSCO), it wouldn’t be strange to wonder how the new corporate structure for the networking and security company will affect its global partner ecosystem.

In light of the many recent executive-level changes at Cisco Systems (CSCO), it wouldn’t be strange to wonder how the new corporate structure for the networking and security company will affect its global partner ecosystem. For Wendy Bahr, Cisco’s newest worldwide channel chief, the widespread market and industry changes are serving not only as an opportunity for growth, but an excuse to help the company’s partners flourish amidst an evolving IT landscape.

As a 15-year Cisco veteran—nine of which working with the company’s channel partners—Bahr was recently named senior vice president of Cisco’s Global Partner Organization in July following longtime channel chief Bruce Klein’s decision to pursue other opportunities outside of the company. During her first 90 days, Bahr has been traveling across the globe and speaking to channel partners to determine how she can help Cisco’s reseller ecosystem to thrive among growing market competition and changing customer needs.

The VAR Guy had a chance to catch up with Bahr last week to hear how Cisco’s first-ever female worldwide channel chief plans to foster growth and innovation among the company’s global partner ecosystem.

So far, Bahr said partners are generally excited about the opportunities they see in the channel, but they want Cisco to focus on taking advantage of the various market changes that are shaping the current state of the channel. This includes educational efforts surrounding new skills and investing in new technology innovations to boost product sales.

“They [customers] are looking for us to provide the right programs, the right training, the right support and the right aligned go-to-market with our sales teams to ensure that we can take advantage of reaching those customers’ aspirational goals,” said Bahr. “They want the technology to drive these business priorities.”

After speaking with partners, Bahr came up with three key areas that will serve as the focus of her ongoing channel strategy. The first initiative will be to simplify Cisco’s product and services catalog so it is more accessible to the average partner and their customers. This includes efforts to simplify Cisco’s product, software and services programs so partners can take advantage of the benefits within. Bahr said she is also working to simplify the way Cisco’s programs are governed to help partners profit.

The second area of focus will be around aligning the product and go-to-market strategies between Cisco’s direct sellers and its partner network. By creating a unified front when speaking with customers, Bahr hopes to develop new ISV opportunities between legacy partners and new partners.

At the core of her new channel strategy is a renewed focus on strengthening Cisco partners’ security efforts and their ability to protect customer solutions. This includes a holistic approach to security, so customers have protection before, during and after an attack. Bahr said Cisco is currently the largest security provider in the industry, with 5,000 employees dedicated to the company’s security solutions. 

“I think security is what is being woven throughout the architecture of technology,” said Bahr. “It’s what customers care most about … and it’s where they are putting the bulk of their budget. So helping our partners take advantage of that opportunity and making them relevant to have the right kind of conversations in this space is something that we are absolutely keenly focused on.”

Tags: Agents Cloud Service Providers MSPs VARs/SIs New/Changing Channel Programs

Related


  • Convergence
    New, Changing Partner Programs: HPE, Zoom, Fortinet, Microsoft, More
    Telecom and IT vendors are courting partners to sell their solutions.
  • Business handshake
    Ujet, Peerless Network Enter Master Agent Agreements with PlanetOne, Intelisys
    Ujet’s channel partner program supports strategic business partnerships, master agents and integrators.
  • Semperis Partners Get New Vigilance Channel Program
    Semperis' leadership decided last year to create a global channel sales strategy.
  • Software update
    Updated Bitdefender Partner Advantage Network Provides New Revenue Opportunities
    The major update to the Bitdefender program is the new incumbency program.

Leave a comment Cancel reply

-or-

Log in with your Channel Futures account

Alternatively, post a comment by completing the form below:

Your email address will not be published. Required fields are marked *

Related Content

  • Samsung Ascend Partner Portal Update Includes Automated Marketing Engine
  • Dell Channel Leader Cheryl Cook Touts 'Outpacing' Lenovo, HP
  • Exclusive: As AWS Turns 15, Doug Yeum Predicts Even More Innovation
  • Welcome to the Future

Galleries

View all

Biden Administration Issues Russian Sanctions in Response to SolarWinds Hack, Election Interference

April 16, 2021

Industry Perspectives

View all

Why Digital Transformation Is the ‘Invisible Hand’ of Our Time

April 19, 2021

SD-WAN Supports More Purposeful Shift to Cloud

April 16, 2021

How Tech Is Transforming Public Safety–and the Implications for Channel Partners

April 15, 2021

Webinars

View all

What to Look For: 2021 Threat Report

April 22, 2021

Health Care and SD-WAN: A Seller’s Guide

April 27, 2021

How MSPs Can Leverage SOCaaS to Improve Security & Grow Revenue

May 4, 2021

White Papers

View all

Carbonite Data Protection and Cyber Resilience

April 15, 2021

Top Tips: How Resellers Can Leverage Rackspace to Enhance Customer’s Cyber Security Protection with Microsoft 365 Security

March 30, 2021

Top Tips: Optimize Your Microsoft 365 Investment with Rackspace Technology

March 30, 2021

Upcoming Events

View all

MSP Summit

November 1, 2021 - November 2, 2021

Channel Partners Conference & Expo

November 1, 2021 - November 4, 2021

Channel Evolution Europe

November 30, 2021 - December 1, 2021

Videos and Fastchats

View all

5 Reasons Diversity, Equity and Inclusion Is Important

Five9 Shares Insights on Implementing a DE&I Strategy

April 13, 2021

FASTCHAT: How Fortinet Reduces Complexity Through Networking, Security

March 31, 2021

Strong Customer Experience Needs Strong Partner Experience

December 22, 2020

Twitter

ChannelFutures

.@Avaya Cloud Office by @RingCentral further expands globally, includes new features. #UCaaS dlvr.it/Ry1QMg https://t.co/sVTkX6u4SO

April 19, 2021
ChannelFutures

.@attcyber and @SentinelOne teamed up around endpoint #security. dlvr.it/Ry1GMh https://t.co/LGV3RjpUBK

April 19, 2021
ChannelFutures

#Kubernetes expertise will help #channelpartners win big in move to cloud, says @Infoblox. dlvr.it/Ry16sP https://t.co/8lB4T93fuN

April 19, 2021
ChannelFutures

.@CambiumNetworks unveils new #partnerprogram focused on health care. dlvr.it/Ry12RG https://t.co/uGNMBQyQUa

April 19, 2021
ChannelFutures

.@solarwinds pays top executives more than $65 million despite massive hack. #cybersecurity dlvr.it/Ry0tXf https://t.co/1XjFpk7WMl

April 19, 2021
ChannelFutures

.@DruvaInc now valued at $2 billion. What does this mean for #Compass channel partners? Find out what we know.… twitter.com/i/web/status/1…

April 19, 2021
ChannelFutures

Learn how you can make apps and #cloud work for you. @VMware #appmodernization #digitaltransformation… twitter.com/i/web/status/1…

April 19, 2021
ChannelFutures

We're dedicated to bringing important ideas & perspectives that will enlighten & empower our audience at #CPExpo an… twitter.com/i/web/status/1…

April 19, 2021

MSSP Insider

Business advice for MSSPs and news from the broader security channel.

Newsletters and Updates

Sign up for The Channel Report, Channel Futures Update, MSP 501 Newsletter and more.

Live Channel Events

Get the latest information on the next industry-leading Channel Partners event.

Galleries

Educational slide shows and images from live events.

Media Kit And Advertising

Want to reach our audience? Access our media kit.

DISCOVER MORE FROM INFORMA TECH

  • Channel Partners Events
  • Telecoms.com
  • MSP 501
  • Black Hat
  • IoT World Today
  • Omdia

WORKING WITH US

  • Contact
  • About Us
  • Advertise
  • Newsletter

FOLLOW Channel Futures ON SOCIAL

  • Privacy
  • CCPA: “Do Not Sell My Data”
  • Cookie Policy
  • Terms
Copyright © 2021 Informa PLC. Informa PLC is registered in England and Wales with company number 8860726 whose registered and Head office is 5 Howick Place, London, SW1P 1WG.
This website uses cookies, including third party ones, to allow for analysis of how people use our website in order to improve your experience and our services. By continuing to use our website, you agree to the use of such cookies. Click here for more information on our Cookie Policy and Privacy Policy.
X