https://www.channelfutures.com/wp-content/themes/channelfutures_child/assets/images/logo/footer-new-logo.png
  • Home
  • Technologies
    • Back
    • Analytics
    • Artificial Intelligence
    • Cloud
    • Data Centers
    • Desktop
    • IoT
    • Mobility
    • Networking
    • Open Source
    • RMM/PSA
    • Security
    • Virtualization
    • Voice/Connectivity
  • Strategy
    • Back
    • Best Practices
    • Business Models
    • Channel 101
    • Channel Programs
    • Channel Research
    • Digital Transformation
    • Diversity & Inclusion
    • Leadership
    • Mergers and Acquisitions
    • Sales & Marketing
    • Specialty Practices
  • MSSP Insider
    • Back
    • Business of Security
    • Cloud and Edge
    • Endpoint
    • Network
    • People and Careers
    • Training and Policies
  • MSP 501
    • Back
    • 2021 MSP 501 Application
    • 2020 MSP 501 Rankings
    • 2020 Hot 101 Rankings
    • 2020 MSP 501 Report
  • Intelligence
    • Back
    • Our Sponsors
    • From the Industry
    • Content Resources
    • COVID-19 Partner Help
    • Galleries
    • Podcasts
    • Reports
    • Videos
    • Webinars
    • White Papers
  • EMEA
  • Awards
    • Back
    • Excellence in Digital Services
    • 2021 MSP 501
    • Top Gun 51
  • Events
    • Back
    • CP Conference & Expo
    • Channel Partners Evolution
    • Channel Evolution Europe
    • Channel Partners Event Coverage
    • Webinars
  • Channel Mentor
    • Back
    • Channel Market Intelligence
    • Channel Educational Series
Channel Futures
  • NEWSLETTER
  • Home
  • Technologies
    • Back
    • Analytics
    • Artificial Intelligence
    • Cloud
    • Data Centers
    • Desktop
    • IoT
    • Mobility
    • Networking
    • Open Source
    • RMM/PSA
    • Security
    • Virtualization
    • Voice/Connectivity
  • Strategy
    • Back
    • Best Practices
    • Business Models
    • Channel 101
    • Channel Programs
    • Channel Research
    • Digital Transformation
    • Diversity & Inclusion
    • Leadership
    • Mergers and Acquisitions
    • Sales & Marketing
    • Specialty Practices
  • MSSP Insider
    • Back
    • Business of Security
    • Cloud and Edge
    • Endpoint
    • Network
    • People and Careers
    • Training and Policies
  • MSP 501
    • Back
    • 2021 MSP 501 Application
    • 2020 MSP 501 Rankings
    • 2020 Hot 101 Rankings
    • 2020 MSP 501 Report
  • Intelligence
    • Back
    • Our Sponsors
    • From the Industry
    • Content Resources
    • COVID-19 Partner Help
    • Galleries
    • Podcasts
    • Reports
    • Videos
    • Webinars
    • White Papers
  • EMEA
  • Awards
    • Back
    • Excellence in Digital Services
    • 2021 MSP 501
    • Top Gun 51
  • Events
    • Back
    • CP Conference & Expo
    • Channel Partners Evolution
    • Channel Evolution Europe
    • Channel Partners Event Coverage
    • Webinars
  • Channel Mentor
    • Back
    • Channel Market Intelligence
    • Channel Educational Series
    • Newsletter
  • REGISTER
  • MSPs
  • VARs / SIs
  • Digital Service Providers
  • Cloud Service Providers
  • CHANNEL PARTNERS ONLINE
 Channel Futures

Sales & Marketing


Symantec: At Conflict With Itself?

  • Written by The VAR Guy 1
  • July 17, 2008
Have you ever adjusted your message based on your audience? Consider the situation at Symantec: Channel VP Julie Parrish (left) needs to engage partners while COO Enrique Salem (right) needs to engage Wall Street analysts. Their words serve separate audiences. But without careful coordination, their upbeat messages to one audience can wind up alienating the other audience.

Symantec’s Parrish and SalemHave you ever adjusted your message based on your audience? Consider the situation at Symantec: Channel VP Julie Parrish (left) needs to engage partners while COO Enrique Salem (right) needs to engage Wall Street analysts. Their words serve separate audiences. But without careful coordination, their upbeat messages to one audience can wind up alienating the other audience.

On the one hand, Symantec COO Enrique Salem recently told Wall Street analysts how hard the company is working to drive efficiencies and direct sales to the company’s top 700 to 900 customers. CRN obtained a transcript of the statements, and partners (at least those contacted by CRN) immediately began to wonder if Symantec’s channel commitment was over.

On the other hand, Symantec VP Julie Parrish openly stated to The VAR Guy earlier this year that Symantec was working to identify several hundred large customers that would have the option to buy direct or through the channel.

Fact is, those large customers could always buy direct. But going forward, Symantec would actually name those accounts — so that partners knew they may occasionally run into Symantec’s sales team.

Parrish’s goal was to assure partners that they could continue to work with large customers — while conceding that some customers may opt to work directly with Symantec. Salem’s goal was to tell Wall Street how hard Symantec’s direct sales team was working for customers and shareholders. Ouch, something had to give.

Watch Your Words

Ultimately, Parrish and Salem were using vastly different words to say the same thing: Symantec’s top customers can buy direct or indirect. But Salem’s approach and language were super-aggressive, and he wound up alienating some partners once CRN published his words online.

Faced with the fallout, Parrish has been working overtime this week, clarifying Symantec’s partner strategy. Here are her three key points:

  • Named Accounts: For those big accounts — roughly 700 to 800 worldwide — customers can buy direct or indirect from Symantec. That’s always been the case for those large customers, notes Parrish. Is Symantec taking all of those customers direct? Nope, says Parrish. Rather, partners that add value will continue to do well in large account settings, she says.
  • Two-tier Distribution: Is Symantec abandoning it? No, says Parrish. In a handful of cases, roughly 30 deals per quarter, distributors aren’t involved because partners and Symantec are so heavily engaged on the projects.
  • SMB Renewals: Is Symantec taking SMB license renewals direct? No, says Parrish. Rather, Symantec contacts the reseller’s customer by email. The renewal notice includes the reseller’s name and tells the customer to contact the reseller for a renewal. CRN is quick to point out that the email lacks renewal contact info for the reseller. Still, shouldn’t VARs be taking proactive steps on their own — long before Symantec bangs on the customer’s door?

Frankly, The VAR Guy has a bit of a headache. Channel conflict stories have never really excited him. And in this case, the damage is already done.

Salem’s words to Wall Street are now etched in many partners’ minds. Some partners may believe Parrish’s take on the situation. Others may remain tainted by Salem’s statements.

Time and an ongoing channel commitment are the only two things that can fully restore partners’ faith in Symantec.

Tags: Cloud Service Providers Digital Service Providers MSPs VARs/SIs Sales & Marketing

Related


  • Partner Program Update
    Palo Alto Networks Rolls Out Latest NextWave Partner Program
    NextWave 3.0 will help partners differentiate their services.
  • Accelerate
    OneLogin Hires Juniper Networks Vet to Lead Accelerate Partner Program
    OneLogin last fall expanded its Accelerate partner program to include partner tiering.
  • Cybersecurity
    Fortinet Vet Geoff Kreiling Departs for Deep Instinct
    He plans to build out Deep Instinct's partner program.
  • Growth
    Atera Investment to Help Company Assist More MSPs, IT Pros
    Atera works closely with more than 6,000 MSPs and IT professionals in 75 countries.

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

  • AppNeta Launches Global Alliances Program
  • Cybereason Hires Check Point, Fortinet Channel Leaders in North America Expansion
  • UK Channel Expects Big Growth in 2021, Cybersecurity a Big Driver
  • Racially Charged Tweet Costs Alteryx CRO His Job

Galleries

View all

From The Second City: How to Use Improv as a Business Tool

March 3, 2021

Industry Perspectives

View all

5 Ways XDR Can Improve Operational Efficiency for MSPs

March 4, 2021

Multi-Cloud: Strategy or Inevitable Outcome? (or both?)

March 3, 2021

Backup Vulnerability: 4 Targets Hackers Might Utilize to Infiltrate Your Backup Solution

March 2, 2021

Webinars

View all

A Partner’s Perspective on Channel Success in 2021

March 23, 2021

XDR and Why it Matters to MSPs

March 24, 2021

Top Security Trends Impacting Technology Security Providers In 2021

March 25, 2021

White Papers

View all

Why Fortinet for my MSSP?

March 2, 2021

Small and Mid-Size Business Security: 4 Steps to Success

March 2, 2021

How SMBs Can Secure Endpoints and Remote Workers for the Long Haul

March 2, 2021

Upcoming Events

View all

Channel Partners Conference & Expo

November 1, 2021 - November 4, 2021

Videos and Fastchats

View all

FASTCHAT: How SOAR Eliminates Security Challenges and Elevates Service Provider Revenues

January 6, 2021

Happy Holidays from Channel Partners & Channel Futures!

December 21, 2020

FASTCHAT: How Old, Unpatched Technologies Are Creating New Security Threats for MSPs and Their Customers

December 3, 2020

Twitter

ChannelFutures

.@okta acquiring rival @auth0 in $6.5 billion all-stock transaction. #security dlvr.it/Rtzwdp https://t.co/4LvHCJuwsR

March 4, 2021
ChannelFutures

.@MicrosoftTeams features are coming to @MSFTDynamics365, the company announced at @MS_Ignite. #MicrosoftIgnite… twitter.com/i/web/status/1…

March 4, 2021
ChannelFutures

.@PreciselyData acquired by Clearlake Capital, @TAAssociates. #digitaltransformation dlvr.it/RtzbKg https://t.co/1rNYnTScxq

March 4, 2021
ChannelFutures

Thanks for attending #CPVirtual. Here's a Day 3 wrap and a look ahead to #CPExpo Homecoming in November!… twitter.com/i/web/status/1…

March 4, 2021
ChannelFutures

.@Veeam announces six annual Impact Partner Awards, with @SHI_Intl, @LogicalisUS, more. #cloud… twitter.com/i/web/status/1…

March 4, 2021
ChannelFutures

#XDR can improve operational efficiency for #MSPs. @TrendMicro #security #endpoint #AI #threatintelligence… twitter.com/i/web/status/1…

March 4, 2021
ChannelFutures

.@IBM adds two senior execs to leadership team at infrastructure IT spinoff, NewCo. @IBMNews @IBMPartners… twitter.com/i/web/status/1…

March 4, 2021
ChannelFutures

RT @ChannelEurope: Craving more #EMEA news? Get the latest headlines, insights and commentary in EMEA directly to your inbox. Subscribe to…

March 4, 2021

MSSP Insider

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.

Channel Partners Online

Want more? Find more channel news and analysis on our sister site, Channel Partners.

Media Kit And Advertising

Want to reach our audience? Access our media kit

DISCOVER MORE FROM INFORMA TECH

  • Channel Partners Online
  • Channel Partners Events
  • MSP 501
  • MSSP Insider
  • IoT World Today
  • Webhostingtalk

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